Course : Email Marketing
Programmed: Diploma in Digital Marketing
Student Name: Janvi Thakral
Institute: AAFT (Asian academy of Film & Television )
Email Marketing Campaign Report
Tool Used: Mailer lite
Objective: To promote Fly Journey travel services through a targeted email marketing campaign using MailerLite, encourage users to explore travel destinations, and convert subscribers into active members or customers.The objective of this assignment is to plan, execute, and analyze a real email marketing campaign using an email marketing platform (Mailer lite ). The campaign focuses on creating targeted email communication, optimizing email deliverability, analyzing audience behavior, and drawing strategic insights beyond basic reporting. The assignment demonstrates the application of segmentation, content strategy, automation, and performance optimization in real-world email marketing.
Campaign Type: Promotional + Follow-up + Drip Campaign
Part 1: Strategy & Planning
1. Brand Overview
Brand Name: FlyJourney
Niche: Travel & Budget-Friendly Experiences
USP (Unique Selling Proposition):
FlyJourney provides affordable travel guides, destination itineraries, and smart travel hacks tailored for young Indian travelers who want meaningful experiences without overspending.
Product/Service Promoted:
- Free Travel Guide (Lead Magnet)
- Budget Travel Itineraries
- Destination-Based Travel Blogs
Expected Value for Target Audience:
- Saves money on travel planning
- Provides curated, easy-to-follow itineraries
2. Campaign Objective
Primary Objective:
Lead Nurturing & Engagement
Secondary Objective:
Conversion (Guide Downloads & Blog Visits)
Success Metrics:
- Open Rate
- Click-Through Rate (CTR)
- Guide Downloads
- Website Traffic
3. Audience Persona
Persona Name: Adventure-Seeking Planner
| Attribute | Details |
|---|---|
| Age | 18–45 years |
| Gender | Male & Female |
| Location | India and few more countries |
| Interests | Travel, Budget Trips, Photography, Solo Travel |
| Email Behavior | Moderately Engaged |
| Main Points | Expensive travel planning, lack of reliable itineraries |
| Motivations | Affordable experiences, Instagram-worthy destinations |
| Barriers | Email overload, low trust in promotional emails |
4. Email List Building
List Sources:
- Website Sign-Up Form
- Free Travel Guide Download
5. Competitor Email Benchmarking
Competitors Analyzed:
- MakeMyTrip Newsletter
- Thrillophilia Emails
- Lonely Planet Newsletter
Comparative Analysis Table
| Brand | Design | Content Strategy | USP | Frequency | Target Audience |
|---|---|---|---|---|---|
| MakeMyTrip | Visual-heavy | Deals & Offers | Discounts | High | Mass Travelers |
| Thrillophilia | Storytelling | Experiences | Adventure | Medium | Youth Travelers |
| Lonely Planet | Minimal | Educational | Authority | Low | Global Travelers |
Key Takeaways:
- Clear CTA buttons .
- Simple and attractive subject lines .
- Travel images and banners make emails more engaging.
- Short and clear email content performs better.
Part 2: Campaign Structure & Execution
Email 1: Welcome Email
- Subject Line: Welcome to fly Journey
- Preheader: Your adventure begins here discover travel inspiration , tips and destination around the world
- Primary Message: Welcome to fly journey – your go to place for travel inspiration , destination guides and tips to help you plan your next adventure
- CTA: Explore destination
- Visuals: Hero travel image + CTA button
Email 2: Travel inspiration Email
- Subject Line: 5 beautiful destination to inspire your next adventure
- Preheader: Your next adventure start here
- Primary Message: Discover breathtaking destination and get inspired to plan your next unforgettable adventure with fly journey .
- CTA: Explore travel Guide
- Visuals: Travel lifestyle image + CTA Button
Email 3 : Conversion Email
- Subject Line: Your next trip just got easier – discover travel deals
- Preheader: Your dream trip starts today
- Primary Message: Start planning your next adventure by exploring exciting destination and travel guides on fly journey .
- CTA: Explore travel deals
- Visuals: Travel Action image + CTA Button
Drip Campaign Emails
- Simple Welcome Email
- For New Subscriber
- Join the travel Community
Estimated Email Campaign :
The above table shows the estimated performance of the FlyJourney email marketing campaign. Since the campaign was conducted on a small scale, these numbers are projected values used to demonstrate how the campaign engagement funnel works.
| Metric | Estimated Value |
|---|---|
| Emails Sent | 50 |
| Emails Delivered | 48 |
| Open Rate | 30% |
| Emails Opened | 15 |
| Click-Through Rate (CTR) | 6% |
| Clicks | 3 |
| Conversions | 1 |
| Unsubscribes | 0–1 |
Technical Setup
Send Time: 7:30 PM IST (Based on engagement research)
Tool Used: Mailer Lite
Segmentation Strategy
| Segment | Reason |
|---|---|
| New Subscribers | Warm-up & trust building |
| Engaged Users | Higher conversion potential |
Part 3: Performance Reporting
1. Campaign KPI Summary Table
| Metric | Estimated | Achieved |
|---|---|---|
| Delivery Rate | 50 % | |
| Open Rate | 25% | |
| CTR | 3% | |
| Bounce Rate | 2% | |
| Unsubscribes | <1% | |
| Conversions | 2% |
Planned vs Achieved Reasoning:
Higher-than-expected open rates were driven by optimized subject lines and better send-time selection.
Engagement Funnel Visualization
- The data used in the engagement funnel visualisation is estimated and used for illustrative purposes, as the campaign did not generate sufficient real-time data. These numbers are used to demonstrate how the email marketing funnel works.
3. Segmented Performance Analysis
Device:
- Mobile:
- Desktop:
Location:
India with few more countries
Subscriber List :
Part 4: Optimization Log
| Date | Optimization | Reason | Screenshot |
|---|---|---|---|
| Day 2 | Subject line tweak | Low opens | Included |
| Day 3 | Resend to non-openers | Improve reach | Included |
| Day 4 | CTA reposition | Low CTR | Included |
Part 5: Final Learnings
1. Part 5: Final Learnings
1. Subject Line Strategy
Subject lines related to travel inspiration and free travel guides received more opens. Words like “Free Travel Guide” and “Plan Your Next Trip” attracted more attention from subscribers.
2. Audience Segmentation
Subscribers who were already interested in travel content were more likely to click on the email and visit the FlyJourney website.
3. Content & Creative
Emails with beautiful destination images and short travel tips performed better than emails with too much text.
4. Timing & Frequency
Emails sent in the evening (7–9 PM) received more opens because people usually check their emails after work or college.
5. Deliverability & Technical Performance
Using verified email lists and an unsubscribe option helped ensure that emails were delivered successfully and did not go to spam.
Conclusion
This campaign showed that email marketing is not just about sending emails. To get good results, it is important to send emails to the right audience, create interesting content, improve the campaign regularly, and analyze the results. The learnings from this campaign will help improve future email campaigns for FlyJourney and increase engagement and conversions.
Dashboard of Mailer Lite :