Email Marketing Essentials: Measuring Impact with Metrics skillshare originals badge

John Foreman, Chief Data Scientist, MailChimp

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8 Lessons (35m)
    • 1. Introduction

      1:55
    • 2. Your Project

      2:18
    • 3. Overview: Metrics Matter

      10:35
    • 4. Types of Email

      4:41
    • 5. Metrics in Perspective

      2:45
    • 6. Testing

      6:23
    • 7. Demonstrating the Project

      4:11
    • 8. Final Thoughts

      1:59
20 students are watching this class

Project Description

Optimize an unread marketing email in your inbox.

ASSIGNMENT

Go into your email inbox, find a marketing email that remains unread, and figure out a way the sender could have done it better. Put yourself in the shoes of that business.

How could the sender have tested or changed the email to catch the eyes and attention of you, the recipient?

Consider all the elements that comprise an email newsletter, from send time and the "from" address to the subject line and content. This is a valuable exercise because it emphasizes that the audience for your emails is likely a lot like you. Your audience is full of people!

By looking at the promotional email that you receive, and thinking about what it takes to engage someone like you, you'll gain insight into how to better engage with your own email marketing audience.

  

DELIVERABLE

A complete project will include:

  • Screengrab of your email
  • Brief description of what you would change or test, and why

  

RESOURCES

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Additional resources

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A selection of emails from the MailChimp Inspiration Gallery

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