Informational Interview Email
Value-added Sales Email
Using Adobe InDesign and Mailchimp
Email marketing is a great way to target specific audience groups, at a low cost, after understanding their interests and segmenting your mailing list. For example, in this case, these tips can be helpful to our general target audience; however, the featured mentors are tailored to attract students looking to pursue a career in tech. According to Marketo, personalization is important because “79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand (2015).”
Context: This email newsletter was created for Preview Careers, a platform that provides informational interviews with industry professionals, mock interview prep with hiring managers and more, to support students’ career journeys. I’ve also created email newsletters for BASS LAUNCH and SFU Wish Youth Network Society, within holistic marketing roles.
Key Message: Preview Careers is an industry expert in career building, with strong connections to helpful industry professionals ready to help your unique career goals
Goal: Increase informational interview sign-ups
Key Considerations & Steps
1. Ideating the newsletter topic and title through browsing other career-related articles for inspiration and insights
2. Conducting and compiling research into easy-to-understand, memorable and impactful benefits of networking in general that genuinely help students while simultaneously showcasing the benefits of informational interviews
3. Naturally connecting the benefits of networking to Preview Careers’ service, prep interviews by selecting feature mentors that align with our audience segment’s interests, as analyzed by their behaviour interacting with past content, interests they checked-off when signing up for the newsletter subscription and industry/career-specific Preview Careers events they attended
These mentors cater towards our audience segment, students interested in tech careers, who can benefit from:
• Gaining more insight around the technical skills required on the job, the company culture at a large tech company and more, from Mario
• Understanding what hiring managers are looking for when recruiting and interviewing, the company culture at a smaller tech company and more, from Leslie
4. Writing effective and relatable content, using a personable tone of voice and the right language aligning with our target audience of young post-secondary students
5. Compiling other design elements like images, free stock photos, graphics and icons from sites including Pexels, Freepik and Flaticon
6. Designing themed, branded content via platforms like InDesign, skills developed through self-directed learning via online sources such as Youtube tutorials, alongside mentorship
7. Maximizing awareness and conversions by mass sending email newsletter at the right day and time to segmented audience group based on past user behaviour via Mailchimp analytics
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