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Email Campaign - Newsletter and Welcome Sequence

Work Example
Scenario
KursKompass is an online course provider looking to increase sales without large advertising costs. The solution: An automated welcome sequence and regular newsletters that build trust, deliver value, and convert subscribers into paying customers.
Process

How we solve the task from insight to finished deliverables.

1. Brief insight round
  • What is sold, to whom, and why do they choose you?
  • Key barriers to purchase
  • Available resources: course overview, reviews, customer cases
2. Messaging and plan
  • Define 2-4 main segments
  • Simple campaign flow (welcome email + newsletter)
  • CTAs and offer framework
3. Copywriting and production
  • Email copy in plain text and HTML template
  • 6-10 subject lines per send (A/B testing)
  • Structure: problem → value → proof → CTA
4. Quality assurance
  • Language, tone, links, UTM, GDPR
  • Test on mobile/desktop
5. Sending and optimization
  • A/B test of subject line or CTA
  • Monthly report with learnings
Campaign Goals
  • ↗
    Increase course purchases from email list (conversion from subscriber → customer)
  • ♡
    Build trust with consistent value in content (lower unsubscribes and higher engagement)
  • ∞
    Create a predictable "always-on" channel that supplements advertising
Expected Results
35-45%
Open rate
8-12%
Click rate
15%
Discount code usage
<0.5%
Unsubscribe rate
Process
1
Welcome Email
Introduction, customer recommendation, discount code
2
Monthly Newsletter
Free tips, new courses, success stories
3
Tone
Enthusiastic and encouraging
Key Elements
  • E
    Engaging subject line with personalization
  • P
    Preheader that complements the subject line
  • R
    Discount code with time limit
  • S
    Social proof (customer quote)
  • C
    Clear CTA button
  • U
    UTM tracking on all links
Best practices
  • ✓
    Mobile-friendly design (600px width)
  • ✓
    Table-based layout for compatibility
  • ✓
    Inline CSS for email clients
  • ✓
    Unsubscribe link in footer (GDPR)
Measurement and Optimization

Email is one of the most cost-effective marketing channels. To maximize results, we recommend continuous testing and optimization.

A/B Testing

Test one variable at a time to find what works best:

  • Subject line: Test length, emoji usage, personalization, numbers vs. text
  • CTA text: "View courses" vs. "Start learning" vs. "Find your course"
  • CTA placement: Top vs. middle vs. multiple CTAs
  • Send time: Test different weekdays and times
Monthly Reporting

Monitor these key metrics:

Open rate
Goal: 25-35%
Click rate
Goal: 3-5%
Unsubscribe rate
Goal: <0.5%
List quality
Bounce <2%
Illustrative Results

With a list of 5,000 subscribers, 30% open rate and 4% click rate, each send generates approx. 200 website visits. With a 3% conversion rate = 6 sales per send.

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ytly.no • Work Example – Email Campaign