Lesson 1: Digital Engagement Strategy, Audience, Objectives, and Campaign Planning
Lesson Overview
This lesson develops practical skills in digital engagement strategy, audience, objectives, and campaign planning for EEB 101 Email Engagement and Business Fundamentals.
Topics Covered
Digital and email engagement role in customer lifecycle, business goals, and value
Audience, personas, segments, needs, journeys, and communication preferences
SMART objectives, offers, messages, channels, timing, frequency, and campaign brief
Brand, tone, value proposition, content plan, approvals, and stakeholder roles
Privacy, consent, preference, opt-in, opt-out, and responsible communication
Campaign planning exercise and success criteria
Practical Activity
Configure or analyze a scenario involving digital and email engagement role in customer lifecycle, business goals, and value.
Build and validate an exercise covering audience, personas, segments, needs, journeys, and communication preferences and smart objectives, offers, messages, channels, timing, frequency, and campaign brief.
Use tests, logs, reports, or documentation to verify campaign planning exercise and success criteria.
Key Takeaways
Explain digital and email engagement role in customer lifecycle, business goals, and value in the context of EEB 101 Email Engagement and Business Fundamentals.
Apply practical methods for audience, personas, segments, needs, journeys, and communication preferences and smart objectives, offers, messages, channels, timing, frequency, and campaign brief.
Test, document, and troubleshoot campaign planning exercise and success criteria.
