Marketing Automation and E-mail Marketing Project
The aim of this project was to create a strategic marketing automation plan based on AARRR funnel for Tønder Festival in Denmark. This project focused on e-mail newsletter content and used the marketing automation system MailChimp to set up an e-mail newsletter flow with the goal of retaining new and old festival participants.
MY ROLE
Analysis, Customer Journey Map, Persona.
DURATION
2 weeks
DESCRIPTION
This was a project done during Multimedia Design and Communication studies at IBA, as a part of Digital Marketing class.
BUYER PERSONA
After a careful research we started building Segmentation Strategy.
A Buyer Persona for Tønder Festival was created to develop a better understanding of the buyer ‘s values, behaviour, motivations and frustrations. In addition, previous experience with the festival was also taken in consideration.
CUSTOMER JOURNEY MAP
Using and relating to the information from Buyer Persona a Customer Journey Map was created. Customer Journey Map depicts the different stages a customer goes through before, during and after ticket purchase. We analysed the activities a customer go through, their goals, emotions and frustrations.
In addition, we determined the touchpoints the customer encounters with the Tønder Festival through different journey stages and we offered solutions to the customer’s frustrations.
USER FLOW
In order to be conversational with our user’s interactions we created a User-flow to map our the journey of the user which helped us to design appropriate e-mails.
HIGH- PERFORMING E-MAILS
To create high-performing e-mails a clear goal for e-mail was set. The focus was on creating relevant and helpful content, thus adding value to the e-mails at every stage in customer’s buying journey.
Drawing from AARRR Metric model it was defined what kind of e-mails need to be created for each of the AARRR metric levels to keep the newsletter email effective and consistent. That was done by using 5WHYS and Smart Goals methods.
We also focused on the Subject Line, Preview Text, images, footer and the design and layout of the e-mails.
