Email Management/Marketing

Objective
As a part of the Digital Marketing Student Association rotational program, another student and I were assigned to the email marketing section to compose emails for new weekly student job and internship opportunities in southwest Michigan.
Strategy
I first used Canva to design a banner that fit the new DMSA rebrand by utilizing it's new color palette to draft up several design options for the email banner. Once the banner design was chosen, I was given the opportunity to navigate and develop my skills in HubSpot, which was the platform I used to draft emails and schedule them to be sent to WMU marketing students every Friday morning. After a few days, I look over the analytics and assess what can be done to strengthen important KPIs and gain more awareness. If I noticed that the click rates were decreasing, as they normally do with email campaigns, I changed specific characteristics like the title of the emails to include a broader audience of the email (DMSA students -> Digital Marketing students) in hopes of increasing post clicks and CTRs.
Outcomes
Like I mentioned before, the amount of clicks and CTRs mostly decreased each week, with a small increase in the final email post sent. However, it was a small project and analyzing clicks and other KPIs was mostly for my own research. This project helped broaden my skills in an important digital marketing tool like HubSpot, and also making copy content for emails.