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SA P8- Portfolio DMND project 8
1. Customer Journey
Based Marketing
Plan
SA P8- Portfolio DMND project 8
What: Your Offer
Option 1:
Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of
signing up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the
Nanodegree is $999, assume a profit margin of 30%, meaning that
Udacity makes $299 in profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we
want to do it without losing money.
Marketing Objective:
Your Company’s Product/Service
What is the marketing objective for your marketing efforts?
My marketing objective is to sign 200 new customer to
DMND program during one quarter with a budget of
$50,000.
Who Are Our
Customers?
SA P8- Portfolio DMND project 8
Target Persona
Background and
Demographics
Target Persona
Name
Needs
1. Female, 28 yrs
old
2. She did master’s
in MBA
3. Lives in Mumbai
4. Interested in
online learning and
marketing Dimpal Gujrati
1. She needs
perfect course
with real
certificates.
2. Creating job
opportunities
3. Ideas from Digital
marketing field
expert
Hobbies Goals Barriers
1. Traveling
2. Exercise
3. Gaming
4. Entertaining
1. She want to
become an
expert in Digital
Marketing
2. Working in a big
digital marketing
company
1. Too many
information collected
about digital
marketing course
2. Time restrictions
3. Inefficient mentor
relationship
SA P8- Portfolio DMND project 8
Phases of the Customer
Journey
When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action
Post
Action
Message
- describe the
product
- describe what it
can do for your
target persona
Describe
How to
solve her
pain point
by your
products
Explain
benefits
and why
they
should
take it
now
•The
real
world
project
s
•1 on 1
person
al
mento
r
suppor
t
•Generate
new career
developme
nt program
•Recognized
certification
Channel
- content marketing
(e.g. blog)
- Informative
landing page
- Social media
display and video
ads
SEM(
Display
Advertisin
g)
And
Email
Marketing
send email
along with
white
papers
•Social
and
•Email
marketin
g
•Search
engine
ads
•Email
•Social
media
•Email
•Social
media
2. Budget Allocation
Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $5000 $1.25 4000 0.05% 2
AdWords
Search
$5000 $1.40 3571
0.05%
2
Display $500 $5.00 100
0.05%
0
Video $500 $3.50 143
0.05%
0
Total
Spend
$11,000
Total #
Visitors
7814
Number of
new
Students
4
Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $2000 $0.50 4000 0.1% 4
AdWords
Search
$2000 $1.50 1333
0.1%
1
Display $500 $3.00 166
0.1%
0
Video $500 $2.75 181
0.1%
0
Total
Spend
$5000
Total #
Visitors
5680
Number of
new
Students
5
Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $20000 $0.30 66,666 0.3% 200
AdWords
Search
$12000
$1.50
8000
0.3%
24
Display $1500 $3.00 500
0.3%
2
Video $500 $2.75 181
0.3%
0
Total
Spend
$34000
Total #
Visitors
75347
Number of
new
Students
226
ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit Per
Sale
Total
Profit
ROI
Aware-
ness
$11000 6713 4 $299 1196 -9804
Interest $5000 14029 5 $299 1495 -3505
Desire $34000 43483 226 $299 67574 33574
Total $50000 64225 235 $299
70265 20265
Additional Channels or
Recommendations:
1. Use email marketing for people in
desire stage.
2. Create excel sheet with formulas
embedded in it to perform all the
calculation.
3. Showcase Work
SA P8- Portfolio DMND project 8
Blog on :- Why I choose Digital
Marketing Nanodegree by
Udacity ?
Link to the Blog :
https://medium.com/@shahidafridi7
83/why-i-choose-digital-marketing-
ea21cecfeab3
Market your Content
Facebook
LinkedIn
Twitter
SA P8- Portfolio DMND project 8
Ad Images
Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 88 15244 $0.22 $19.11
Ad Two 536 95664 $0.12 $66.80
Ad Three 106 20760 $0.13 $14.09
Overall 730 131668 $0.14 $100
Campaign Results:
Performance
Campaign Results:
Demographics
Campaign Results: Placement
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement
SA P8- Portfolio DMND project 8
Keywords
Head Keywords Tail Keywords
1 Digital marketing Learn online digital
marketing
2 Social media course Udacity digital
marketing program
3 Digital marketing
course
Best online course
for digital marketing
4 Udacity courses Learn digital
marketing from
industries expert
5 Social media
marketing
Learn social media
marketing
Keyword with the
Greatest PotentialWhich Head Keyword has the greatest potential?
Ans :- Digital marketing at 72 priority
Which Tail Keyword has the greatest potential?
Ans :- Best online digital marketing course at 42
priority
Technical Audit: Metadata
URL:https://dmnd.udacity.com
Current
Title Tag
<title>Udacity Digital Marketing Nanodegree
Program Website</title>
Meta-
Description
<meta name="description" content="" />
Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg"
src="" class="loading notification-loader" alt="" />
Revision
Title Tag <title>Udacity Digital Marketing Nanodegree
Program Website | Become a Digital
Marketer</title>
Meta-
Description
<meta name="description" content=“Gain
real-world experience running live campaigns as
you learn from top experts in the field. Launch
your career with a 360-degree understanding of
digital marketing..”/>
Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg"
src="" class="loading notification-loader" alt=“teacher
at a table with hands on open and loading circle in top
right corner.”/>
Technical Audit:
Backlink Audit
Backlink
Domain
Authority
(DA)
1 https://www.google.com/acce
ssibility/for-developers/
100
2 https://docs.microsoft.com/en-
us/contribute/additional-resou
rces
99
3 https://developer.mozilla.org/e
n-US/docs/Web/JavaScript/R
eference/Global_Objects/Pro
mise
98
Link-Building
Site Name Coursera
Site URL https://www.coursera.org/
Organic Search
Traffic
894K
Site Name MOZ
Site URL https://moz.com/
Organic Search
Traffic
408K
Site Name Udemy
Site URL https://www.udemy.com/
Organic Search
Traffic
1.7M
Recommendations
Off-site SEO :- Udacity needs focus on linking
with high quality links and credible websites to
improve their ranking.
Performance Testing :- As i have analyzed
udacity needs to index all pages on Google,
Actually it’s a very important to index pages on
Google, knowing the number of pages that
indexed is important for SEO performance.
For page speed Udacity needs fix all those
problems which is causing slow page speed that
is negatively affecting the user experience.
If Udacity does all these changes, it will definitely
improve the page rank .
SA P8- Portfolio DMND project 8
Group#1 Ads &
Keywords list
html
html5
html tags
html5 tutorial
html5 template
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d
Ad Group #2:
Ads & Keyword List
unity game development course
html5 css and java script tutorial
canvas in html5
html5 multiple canvas
working with canvas
html5 development tutorial
create new javascript
html5 3d drawing
html5 canvas dom
draw canvas on canvas
html canvas image background
html canvas filter
html5 multiple canvas layers
mutiple canvas in html5
html5 canvas draw 3d
Key Campaign Results
(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
html 29 8.68% $0.77 2.00 6.90% $11.14
html tags 6 9.84% $0.93 0.00 0.00% $0.00
html5
template
1 9.09% $2.88 0.00 0.00% $0.00
Ads
Recommendations for
future campaigns
○ Would you focus on certain Ad Groups, ads or keywords?
○ Ans :- Yes, to run a successful campaign I will focus on Ad
groups and keywords and also I need to add atractive
headlines and description for more clicks and conversion.
○ Would you change any of your existing ads or keywords or
add any new ones?
○ Ans :- Yes, I will make few changes in keywords.
○ Would you set up an A/B test, and if so, how would you go
about it?
○ Ans :- Ofcourse yes, because It is one of the most things to
set up an A/B test. I will make it esier to evaluate the
results in the future.
○ Would you make changes to the landing page, and if so,
what kind of changes and why?
○ Ans :- This is important part on the campaign is the
landing page. It should be clear to the audience and I will
prefer to add images or videos to landing page which will
define what we are offering.
SA P8- Portfolio DMND project 8
Display Image Campaign:
Overall Results
Results:
Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200,957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$448.95 .002 2 $224.47 ($149.06)
How would you optimize this
campaign?
Suggestion 1: I got positive ROI $149.06 on 2
students from this campaign, I think headline and
description should be eye catching for this campaign
Suggestion 2: Keywords should be more and unique
keywords, expand the list of all keywords with similar
to the best performing keywords.
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC
Display Image Campaign:
Site Targeting
Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67,833 .6% $0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 .002 1 $231.99 $67
How would you optimize this
campaign?
Suggestion 1: I got ROI $67 on one student, I think
we have touched many users who are at the very start
of the customer journey we should be target users
Suggestion 2: It’s good idea to create new campaign
with eye catching headline and description
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC
Display Image Campaign:
Overall Results
Results: Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109,994 0.61% $0.35
Cost
Conversio
n Rate
# New
Students
CPA ROI +/-
$234.50 .002 1 $234.5 $64.5
How would you optimize this
campaign?
Suggestion 1: I got $64.5 this is very low ROI. Actually
we should care about unique headline and
description and to expand audience through high
CPC.
Suggestion 2: Keywords should select always high
performer keywords for this campaign.
Suggestion 3: The best idea of effective campaign we
can pause the campaign with high CPC.
Recommendations for
future campaigns
○ Would you focus on certain Ad Groups, ads or targeting?
○ Ans :- Yes, to run a successful campaign I will focus on Ad
groups and targeting and also I need to add atractive
headlines and description for more clicks and conversion.
○ Would you change any of your existing ads or add any new
ones?
○ Ans :- Yes, I will make few changes in keywords include
best performer keywords.
○ Would you set up an A/B test, and if so, how would you go
about it?
○ Ans :- Ofcourse yes, because It is one of the most things to
set up an A/B test. I will make it esier to evaluate the
results in the future.
○ Would you make changes to the landing page, and if so,
what kind of changes and why?
○ Ans :- This is important part on the campaign is the
landing page. It should be clear to the audience and I will
prefer to add images or videos to landing page which will
define what we are offering.
SA P8- Portfolio DMND project 8
Email Series And Marketing
Objective & KPI
Email 1: Become a success Digital
Marketer with Udacity
Marketing Objective :- Engagement
KPI :- No. Of opens
Email 2: Digital Marketing course by
industries expert
Marketing Objective :- Engagement
KPI :- No. Of opens
Email 3: Available 30% off on digital
marketing course by Udacity.
Marketing Objective :- Conversion
KPI :- No. Of Enrollments
Calendar & Plan
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase
Draft Email
Final Email
SA P8- Portfolio DMND project 8
Final Recommendations
I will campaign for both email #2 and 3
and I will analyze the result for CTR, open
rate and conversion rate. I will also do
A/B testing for both campaigns.
This will help me determine which
campaign better performed.
SA P8- Portfolio DMND project 8

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SA P8- Portfolio DMND project 8

  • 2. 1. Customer Journey Based Marketing Plan
  • 5. Option 1: Digital Marketing Nanodegree Program Create a Customer Journey Based Marketing Plan with the goal of signing up new customers to the DMND Program in one quarter. Budget: $50,000 Profit: For the purpose of this assignment, the cost of the Nanodegree is $999, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaigns: We want to aggressively grow the program, but, we want to do it without losing money.
  • 6. Marketing Objective: Your Company’s Product/Service What is the marketing objective for your marketing efforts? My marketing objective is to sign 200 new customer to DMND program during one quarter with a budget of $50,000.
  • 9. Target Persona Background and Demographics Target Persona Name Needs 1. Female, 28 yrs old 2. She did master’s in MBA 3. Lives in Mumbai 4. Interested in online learning and marketing Dimpal Gujrati 1. She needs perfect course with real certificates. 2. Creating job opportunities 3. Ideas from Digital marketing field expert Hobbies Goals Barriers 1. Traveling 2. Exercise 3. Gaming 4. Entertaining 1. She want to become an expert in Digital Marketing 2. Working in a big digital marketing company 1. Too many information collected about digital marketing course 2. Time restrictions 3. Inefficient mentor relationship
  • 11. Phases of the Customer Journey
  • 12. When+How+Where = Marketing Tactics Customer Journey Awareness Intent Desire Action Post Action Message - describe the product - describe what it can do for your target persona Describe How to solve her pain point by your products Explain benefits and why they should take it now •The real world project s •1 on 1 person al mento r suppor t •Generate new career developme nt program •Recognized certification Channel - content marketing (e.g. blog) - Informative landing page - Social media display and video ads SEM( Display Advertisin g) And Email Marketing send email along with white papers •Social and •Email marketin g •Search engine ads •Email •Social media •Email •Social media
  • 14. Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $5000 $1.25 4000 0.05% 2 AdWords Search $5000 $1.40 3571 0.05% 2 Display $500 $5.00 100 0.05% 0 Video $500 $3.50 143 0.05% 0 Total Spend $11,000 Total # Visitors 7814 Number of new Students 4
  • 15. Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $2000 $0.50 4000 0.1% 4 AdWords Search $2000 $1.50 1333 0.1% 1 Display $500 $3.00 166 0.1% 0 Video $500 $2.75 181 0.1% 0 Total Spend $5000 Total # Visitors 5680 Number of new Students 5
  • 16. Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $20000 $0.30 66,666 0.3% 200 AdWords Search $12000 $1.50 8000 0.3% 24 Display $1500 $3.00 500 0.3% 2 Video $500 $2.75 181 0.3% 0 Total Spend $34000 Total # Visitors 75347 Number of new Students 226
  • 17. ROI: Budget Allocation for Media Phase Total Spend Total Number of Site Visits Total Number of Sales Profit Per Sale Total Profit ROI Aware- ness $11000 6713 4 $299 1196 -9804 Interest $5000 14029 5 $299 1495 -3505 Desire $34000 43483 226 $299 67574 33574 Total $50000 64225 235 $299 70265 20265
  • 18. Additional Channels or Recommendations: 1. Use email marketing for people in desire stage. 2. Create excel sheet with formulas embedded in it to perform all the calculation.
  • 21. Blog on :- Why I choose Digital Marketing Nanodegree by Udacity ? Link to the Blog : https://medium.com/@shahidafridi7 83/why-i-choose-digital-marketing- ea21cecfeab3 Market your Content
  • 27. Key Results Present the most important metrics per ad Campaign Results Reach Cost Amount Spent Ad One 88 15244 $0.22 $19.11 Ad Two 536 95664 $0.12 $66.80 Ad Three 106 20760 $0.13 $14.09 Overall 730 131668 $0.14 $100
  • 31. Ad Set Data: Performance
  • 32. Ad Set Data: Delivery
  • 33. Ad Set Data: Engagement
  • 35. Keywords Head Keywords Tail Keywords 1 Digital marketing Learn online digital marketing 2 Social media course Udacity digital marketing program 3 Digital marketing course Best online course for digital marketing 4 Udacity courses Learn digital marketing from industries expert 5 Social media marketing Learn social media marketing
  • 36. Keyword with the Greatest PotentialWhich Head Keyword has the greatest potential? Ans :- Digital marketing at 72 priority Which Tail Keyword has the greatest potential? Ans :- Best online digital marketing course at 42 priority
  • 37. Technical Audit: Metadata URL:https://dmnd.udacity.com Current Title Tag <title>Udacity Digital Marketing Nanodegree Program Website</title> Meta- Description <meta name="description" content="" /> Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg" src="" class="loading notification-loader" alt="" /> Revision Title Tag <title>Udacity Digital Marketing Nanodegree Program Website | Become a Digital Marketer</title> Meta- Description <meta name="description" content=“Gain real-world experience running live campaigns as you learn from top experts in the field. Launch your career with a 360-degree understanding of digital marketing..”/> Alt-Tag <img rel="//v.fastcdn.co/a/img/loading_circle.svg" src="" class="loading notification-loader" alt=“teacher at a table with hands on open and loading circle in top right corner.”/>
  • 38. Technical Audit: Backlink Audit Backlink Domain Authority (DA) 1 https://www.google.com/acce ssibility/for-developers/ 100 2 https://docs.microsoft.com/en- us/contribute/additional-resou rces 99 3 https://developer.mozilla.org/e n-US/docs/Web/JavaScript/R eference/Global_Objects/Pro mise 98
  • 39. Link-Building Site Name Coursera Site URL https://www.coursera.org/ Organic Search Traffic 894K Site Name MOZ Site URL https://moz.com/ Organic Search Traffic 408K Site Name Udemy Site URL https://www.udemy.com/ Organic Search Traffic 1.7M
  • 40. Recommendations Off-site SEO :- Udacity needs focus on linking with high quality links and credible websites to improve their ranking. Performance Testing :- As i have analyzed udacity needs to index all pages on Google, Actually it’s a very important to index pages on Google, knowing the number of pages that indexed is important for SEO performance. For page speed Udacity needs fix all those problems which is causing slow page speed that is negatively affecting the user experience. If Udacity does all these changes, it will definitely improve the page rank .
  • 42. Group#1 Ads & Keywords list html html5 html tags html5 tutorial html5 template unity game development course html5 css and java script tutorial canvas in html5 html5 multiple canvas working with canvas html5 development tutorial create new javascript html5 3d drawing html5 canvas dom draw canvas on canvas html canvas image background html canvas filter html5 multiple canvas layers mutiple canvas in html5 html5 canvas draw 3d
  • 43. Ad Group #2: Ads & Keyword List unity game development course html5 css and java script tutorial canvas in html5 html5 multiple canvas working with canvas html5 development tutorial create new javascript html5 3d drawing html5 canvas dom draw canvas on canvas html canvas image background html canvas filter html5 multiple canvas layers mutiple canvas in html5 html5 canvas draw 3d
  • 44. Key Campaign Results (Keywords) Present the three keywords you consider most successful based on your marketing objective. Keyword Clicks CTR Avg. Cost per Click Conv. CR Cost per Conv. html 29 8.68% $0.77 2.00 6.90% $11.14 html tags 6 9.84% $0.93 0.00 0.00% $0.00 html5 template 1 9.09% $2.88 0.00 0.00% $0.00
  • 45. Ads
  • 46. Recommendations for future campaigns ○ Would you focus on certain Ad Groups, ads or keywords? ○ Ans :- Yes, to run a successful campaign I will focus on Ad groups and keywords and also I need to add atractive headlines and description for more clicks and conversion. ○ Would you change any of your existing ads or keywords or add any new ones? ○ Ans :- Yes, I will make few changes in keywords. ○ Would you set up an A/B test, and if so, how would you go about it? ○ Ans :- Ofcourse yes, because It is one of the most things to set up an A/B test. I will make it esier to evaluate the results in the future. ○ Would you make changes to the landing page, and if so, what kind of changes and why? ○ Ans :- This is important part on the campaign is the landing page. It should be clear to the audience and I will prefer to add images or videos to landing page which will define what we are offering.
  • 49. Results: Calculate the ROI Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200,957 0.62% $0.36 Cost Conversion Rate # New Students CPA ROI +/- $448.95 .002 2 $224.47 ($149.06)
  • 50. How would you optimize this campaign? Suggestion 1: I got positive ROI $149.06 on 2 students from this campaign, I think headline and description should be eye catching for this campaign Suggestion 2: Keywords should be more and unique keywords, expand the list of all keywords with similar to the best performing keywords. Suggestion 3: The best idea of effective campaign we can pause the campaign with high CPC
  • 52. Results: Calculate the ROI Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67,833 .6% $0.57 Cost Conversion Rate # New Students CPA ROI +/- $231.99 .002 1 $231.99 $67
  • 53. How would you optimize this campaign? Suggestion 1: I got ROI $67 on one student, I think we have touched many users who are at the very start of the customer journey we should be target users Suggestion 2: It’s good idea to create new campaign with eye catching headline and description Suggestion 3: The best idea of effective campaign we can pause the campaign with high CPC
  • 55. Results: Calculate the ROI Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109,994 0.61% $0.35 Cost Conversio n Rate # New Students CPA ROI +/- $234.50 .002 1 $234.5 $64.5
  • 56. How would you optimize this campaign? Suggestion 1: I got $64.5 this is very low ROI. Actually we should care about unique headline and description and to expand audience through high CPC. Suggestion 2: Keywords should select always high performer keywords for this campaign. Suggestion 3: The best idea of effective campaign we can pause the campaign with high CPC.
  • 57. Recommendations for future campaigns ○ Would you focus on certain Ad Groups, ads or targeting? ○ Ans :- Yes, to run a successful campaign I will focus on Ad groups and targeting and also I need to add atractive headlines and description for more clicks and conversion. ○ Would you change any of your existing ads or add any new ones? ○ Ans :- Yes, I will make few changes in keywords include best performer keywords. ○ Would you set up an A/B test, and if so, how would you go about it? ○ Ans :- Ofcourse yes, because It is one of the most things to set up an A/B test. I will make it esier to evaluate the results in the future. ○ Would you make changes to the landing page, and if so, what kind of changes and why? ○ Ans :- This is important part on the campaign is the landing page. It should be clear to the audience and I will prefer to add images or videos to landing page which will define what we are offering.
  • 59. Email Series And Marketing Objective & KPI Email 1: Become a success Digital Marketer with Udacity Marketing Objective :- Engagement KPI :- No. Of opens Email 2: Digital Marketing course by industries expert Marketing Objective :- Engagement KPI :- No. Of opens Email 3: Available 30% off on digital marketing course by Udacity. Marketing Objective :- Conversion KPI :- No. Of Enrollments
  • 60. Calendar & Plan Week One Week Two Week Three M T W T F M T W T F M T W T F Color Key Planning Phase Testing Send Phase Analyze Phase
  • 64. Final Recommendations I will campaign for both email #2 and 3 and I will analyze the result for CTR, open rate and conversion rate. I will also do A/B testing for both campaigns. This will help me determine which campaign better performed.