Background

As the Marketing Associate at Google, I was tasked with running a campaign for Google for Education. We were responsible for creating assets for large events, localizing them and sending them to over 500k email recipients. Our goal was to create a full email nurture program with A/B testing and hands-on marketing automation work to scale programs.

Problem

Our biggest challenge was creating a successful email nurture program that would engage our target audience. We needed to ensure that our emails were personalized, relevant and timely in order to increase open rates and click-through rates. Additionally, we had to create localized assets for different regions which added another layer of complexity.

Solution

To overcome these challenges, we created a comprehensive email nurture program that included personalized content based on the recipient's location and interests. We also conducted A/B testing on subject lines, images and call-to-actions to determine what resonated best with our audience. To ensure timely delivery of emails, we utilized marketing automation tools which allowed us to schedule emails in advance and trigger them based on specific actions taken by the recipient.

Impact

Increased open rates by X%
Increased click-through rates by X%
Scaled programs through marketing automation tools
Better engagement with target audience through personalized content

Team

Jon Bjornn - Marketing Manager
- Oversaw the creation of the email nurture program and managed localization efforts
- Built out the marketing automation workflows and ensured timely delivery of emails
- Created personalized content based on recipient's location and interests

Successful Google for Education Email Campaign