Assignment Worksheet: Evaluate Email Marketing
Task1: Evaluate the email capture strategy of 4 different online business models.
Step 1: Identify and visit the website for a business from each category listed below.
Step 2: Explore each website until you are prompted to enter your email address to sign-up for an email newsletter or alert. (You do not actually need to provide your email address or sign-up for anything. Just note the process used to persuade you to provide the company with your email address.)
Email Capture Strategies by Business Model
Business Model
Company Name
Short or Long
Email capture form?
What types of incentives are used and/or what email content will be provided?
Business goal (e.g., to generate sales, generate leads, maintain customer relationship, increase time you spend on website)
Evaluate email capture effectiveness: As a visitor to the website, how did you feel about the request for your email address? Does this strategy align with the business model? Is it an effective strategy to build an email list?
Online Retailer
(e.g., Pottery Barn)
Search Engine
(e.g., Kayak.com)
Lead Generation/B2B
(e.g., Hubspot.com)
Online Media
(e.g., Wall Street Journal)
Task 2: Create a Persona
Using the
and you selected for the content marketing plan, create a persona that you feel is important to the
and’s digital marketing strategy. Here are tools you can use to guide your work.
Background (Demographics):
Gender:
Ethnicity:
Age:
Education Level:
Income:
Marital Status:
Location:
Day in the Life:
Personal Motto/Quote:
B2C Persona
Likes (Interests) | Dislikes:
Needs:
Photo to Visualize Persona
Ho
ies | Lifestyle:
Wants | Desires:
Prefe
ed Channel of Communication |Technology Used:
Influence (What | Who):
Personality:
Values:
Wo
ies | Fears | Frustrations:
[Type text]