E-mail marketing

Ruziboeva Mushtariy

Practical Session: Email Marketing

Learning Objectives

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By the end of the session, students will be able to:

• Understand the role of email marketing in digital strategy
• Design targeted email campaigns
• Analyze campaign performance metrics
• Develop optimization strategies

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Part 1: Warm-Up Task (10–15 min)

Task: Email Experience Reflection

Students answer:

• What marketing emails do you open most often? Why?
• What makes you ignore or unsubscribe from emails?
• Which elements build trust in an email message?

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Case Study 1: E-commerce promotion campaign

Scenario

An online clothing store has a large subscriber list but low sales conversion from emails.

Data Provided

• Open rate: 28%
• Click-through rate: 3%
• Conversion rate: 0.8%

Tasks

1. Identify possible reasons for low conversion�2. Suggest improvements in: subject line, email design, call-to-action

3. Propose a new campaign idea

Expected output: Campaign improvement plan

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Case Study 2: Government service awareness email

Scenario

A government agency wants to increase awareness of a new online service portal through email campaigns.

Tasks

1. Define the target audience segments
2. Write key message themes
3. Choose tone (formal, informative, motivational)
4. Suggest trust-building elements (security info, official branding)

Expected output: Email communication strategy

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Part 2: Practical Group Task

“Design your own email campaign”

Step 1 — Choose a Business

Examples: Online store, bank, university, public service

Step 2 — Define Campaign Goal

Examples: Increase sales, promote new service, build loyalty

Step 3 — Create Email Concept

Include:�✔ Subject line, ✔ Key message, ✔ CTA, ✔ Visual idea, ✔ Personalization element

Step 4 — Metrics Plan

Choose at least 4 KPIs: Open rate, CTR, Conversion rate, Unsubscribe rate, ROI

Output: Campaign mini-presentation

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