The goal of this project was to develop digital assets for lead campaigns utilizing Marketo marketing automation software’s modular framework. All emails were optimized for common email clients and browsers on mobile, tablet, and desktop platforms. The template I developed had to handle a variety of content needs and be flexible. Using a modular framework was the solution.
Modular Components
I designed and coded a variety of modules to handle different types of content. Each module could have its background and margins changed by the person composing the email without them having to go into the code. The order and number of modules could be swapped to support different email messages. Below are examples of the modules.
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- Component: Headers
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- Component: Footer
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- Component: Intros
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- Component: Articles
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- Component: Testimonials
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- Component: 2 columns
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- Component: 3 Columns
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- Component: Lists
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- Component: Column with image
Nurture Campaign Emails #1-5
Nurture campaigns were sent to users who completed a lead inquiry form. The campaigns were tailored to the user’s specific program of interest (55 programs total).
Each nurture campaign consisted of five emails per campaign, a total of 275 emails. Email #1 and #3 were text-based as this format had proven to perform best at these stages of communication. Email #2 provided key takeaways of the program of interest. Email #4 either provided information about staying on campus or information about online programs. Email #5 was the last touch and recommended additional topics of interest.
Below is the nurture campaign for the Customer Analytics for Growth Using Machine Learning, AI, and Big Data program.
