DMC 3290 - LIFECYCLE AND EMAIL MARKETING

credits: 3.0
Crosslisted/Same As: MKT 3290
Lifecycle marketing is essential for businesses to maintain continuous engagement with customers by tailoring content to their specific stages. Emails are crucial for creating direct, personalized communication that varies by lifecycle stage. In this course, you’ll learn to craft successful email campaigns within lifecycle marketing plans. By the end, you’ll build a marketing campaign that drives customers to take desired actions based on their lifecycle stage. Learn more at rize.pub/DMC-2. Customer Lifecycle and Applications of Email Campaigns: Marketing emails are generally part of larger campaigns. Students will learn the various ways in which they can structure a campaign for maximum effect according to customer lifecycle stage. Messaging and The Subject Line: For email marketing efforts to be successful, emails must be opened and read. Students will learn how to craft subject lines that boost open rates and write email messages that encourage readers to take the desired action. Conversion, Engagement, and Onboarding: Students will learn the different goals email marketing campaigns can have based on the customer stage they are targeting and how those goals affect both the structure and the text of an email campaign. Automation: There is a wide range of tools marketers use for building and automating email campaigns. Students will be introduced to several of these - most notably ActiveCampaign - and learn how to build email campaigns within their frameworks. Metrics and Testing: The success of an email campaign is measured by different variables, such as open rate, click rate, and conversion rate. Students will learn how to set benchmarks for these metrics and design A/B tests to understand the impacts of different email campaign decisions and ways to improve marketing strategy. Engagement: In addition to writing compelling messages, there are a variety of ways to boost customer or lead engagement with emails. Students will learn how to use giveaways, videos, and more, to improve the success of email marketing campaigns. Laws and Ethics: There are various anti-spam and data privacy laws that regulate email. Students will familiarize themselves with the implications of these regulations on email marketing strategy. Objectives: A) Identify and generate target segments and consumer personas for email distribution lists; B) Define relevant Call to Action for target consumers based on lifecycle stage and data; C) Create compelling email content that effectively converts leads to carrying out the Call to Action; D) Design and plan automated emails using industry-standard marketing tools; E) Design and revise email campaigns to optimize performance, contribute to organizational marketing goals, and work synergistically with other marketing efforts across different channels; F) Explain the purpose of calculating Customer Lifetime Values and how it’s used to inform marketing strategy; G) Create dynamic email marketing plans that adjust targeting strategy and messaging according to customer lifecycle data, with consideration of data ethics and regulations; H) Define short-and long-term goals and key performance indicators for email marketing campaigns to measure achievement; I) Analyze email campaign performance data utilizing analytics tools to inform marketing strategy. Method of Instruction: On-line. Method of Evaluation: Onboarding Assignments 50 5%, Assignments 250: (5 x 50) 25%, Discussions 40: (2 x 20) 4%, Quizzes 60: (3 x 20) 6%, Hubspot Certification Exam 100 10%, Midterm Project 100 10%, and Final Project 400 40%.

Prerequisite(s): MKT 2250 PRINCIPLES OF MARKETING AND WRT 1050 COLLEGE WRITING: AND DMC 3000 INTRODUCTION TO DIGITAL MARKETING OR MKT 2250 PRINCIPLES OF MARKETING AND WRT 1050 COLLEGE WRITING: AND MKT 3000 INTRODUCTION TO DIGITAL MARKETING.