Email marketer

Technical Task for Email Marketer

1. Goal:

Creation and launch of a comprehensive email marketing campaign for a transport and logistics company with the aim of:

1. Attracting new leads.
2. Processing the existing customer base.
3. Stimulating repeat sales.
4. Sending service and informational messages (delivery status, reminders, updates, etc.).

2. Main Tasks:

2.1 Target Audience Analysis

• Database Segmentation:
  • New customers (leads).
  • Current customers.
  • Inactive customers.
• Personalization and Dynamic Content:
  • Application of personalized addresses (name, company, etc.).
  • Use of dynamic content (images, headlines, offers) depending on order history, location, previous interaction with emails.

2.2 Development of Email Campaign Structure

• Lead Generation:
  • Welcome series for new subscribers with a brief presentation of the company and its advantages.
  • Offers of discounts, promotions, useful materials (cases, checklists, etc.).
• Processing Existing Customers:
  • Regular informational newsletters with news, promotions, and service updates.
  • Individual offers based on order history (for example, discounts on repeat orders).
• Repeat Sales:
  • Reminders about previously provided services with offers of similar solutions.
  • Cross-selling: offering additional/related services (insurance, warehousing services).
• Service Messages:
  • Automatic notifications about order statuses, changes in delivery conditions, etc.
  • Reminders about unfinished transactions or orders (abandoned carts).

2.3 Content

• Text Part:
  • For each category of emails, define the key idea (speed, reliability, professionalism).
  • Adapt the text for each segment (language of benefits, use of cases, specific figures).
• Visual Component:
  • Add branded elements (logo, corporate colors).
  • Images of transport, infographics regarding delivery and logistics processes.
  • Ensure the adaptability of emails for mobile devices (responsive design).

3. Tools and Technical Implementation

3.1 Automation Tools

• Selection and Setup of Services (Mailchimp, Sendinblue, HubSpot, etc.):
  • Uploading and segmenting the contact database.
  • Developing email templates (adaptive, personalized).
  • Connecting forms for lead collection from the website.
• Triggered Mailings:
  • Email after subscribing to the newsletter (Welcome).
  • Order confirmation, request for cost calculation.
  • Series of emails after order completion (request for feedback, repeat offer).
  • Processing inactive customers (email with "we miss you", special offer, etc.).
• Email Deliverability and Sender Reputation:
  • Setting up SPF, DKIM, and DMARC.
  • Monitoring spam complaints, unsubscribe rates.
  • Checking the domain for presence on blacklists.

3.2 Legal Requirements and Privacy Policy

• Compliance with GDPR, CAN-SPAM, and other local requirements:
  • Availability of a clear and easy unsubscribe mechanism.
  • Consent for mailing during data collection (checkboxes, forms).
  • Link to the privacy policy in every email.

4. Sending Optimization

• Timing
  • Determine the optimal time and days for sending (test different options, considering segments).
  • Consider the time zones of customers if the company operates in multiple markets.
• Sending Frequency
  • Set limits on the number of emails per week/month to avoid overwhelming recipients and maintain their loyalty.

5. Testing, Analytics, and Improvement

5.1 A/B Tests (Split Testing)

• Elements for Testing:
  • Headlines, subheadings.
  • CTA button text, color, placement.
  • Different offers and image formats.
  • Length of the email and layout (short vs. long).
• Metrics for Evaluating Results:
  • OR (Open Rate) — percentage of opens.
  • CTR (Click-Through Rate) — percentage of clicks.
  • CR (Conversion Rate) — percentage of target actions (for example, orders, registrations).
  • Unsubscribes, spam complaints.

5.2 Collection and Analysis of Metrics

• Regular Monitoring of metrics in CRM or email service.
• Reporting on results weekly/monthly (depending on agreements):
  • Detailed analysis of each segment (new/current/inactive).
  • Recommendations for strategy adjustment.

5.3 Development of Email Marketing

• Roadmap for the upcoming quarters or half-year:
  • Plan the implementation of new triggers and scenarios.
  • Possibility of expanding the list of service messages (online chat-bot, SMS reminders).
• Regular Strategy Reviews (for example, quarterly) based on collected data and changes in business processes.

6. Deadlines

1. (Deadlines may be adjusted depending on the scope of work, specifics of the contact database, and scale of automation.)

7. Result

1. Formulated and configured email campaign considering segmentation, personalization, and automation.
2. Instructions for working with automated scenarios (setting up trigger chains, managing segments, preparing new emails).
3. Regular report on campaign results (weekly or with another agreed frequency).