[10k]: Email marketing

[sumiat]

Definition

Developing a new strategy, voice, tone, and style guide for Grants.gov newsletter audience of TKNUMBER with a goal of using this communication channel to raise engagement with Grants.gov, with an emphasis on growing engagement with audiences that are typically underrepresented in the Grants application.

Business Goals

• Increase engagement with newsletter audience
• Grow applicant stream from groups traditionally underrepresented from the applicant pool
• Communicate changes to the application system
• Help people navigate the complex application process
• Disseminate information about available grants
• Consider methods to prevent grant fraud

In scope

• Email personas
• Establish success metrics
• Establish voice, tone, and style
• Email marketing strategy

Tasks

• [ ] Audit newsletters and blog posts, social posts, etc
• [ ] Review audience/behavior analytics
• [ ] Develop email personas
  • [ ] Use existing user research
  • [ ] Bring additional questions to the PAC
  • [ ] Use audience/behavior analytics
• [ ] Establish success metrics
  • [ ] Use audience/behavior analytics and see what’s performing and what’s not
  • [ ] Work with stakeholders to establish what metrics we want to highlight
  • [ ] Use audience/behavior analytics to establish baseline
• [ ] Establish voice, tone, style
  • [ ] Sync with editorial team to learn more about existing voice/tone/style
  • [ ] Develop voice and tone guidelines
• [ ] Develop email marketing strategy
  • [ ] Sync with editorial team to align on editorial calendar
  • [ ] Work with branding on any design changes
  • [ ] Align with stakeholders on strategy
  • [ ] Establish editorial process
  • [ ] Writing, editing process
  • [ ] Publication process
  • [ ] Stakeholder approvals
• [ ] Implement strategy
  • [ ] Write/edit changes to newsletter
• [ ] Test strategy
  • [ ] Continue conducting analysis to measure success
  • [ ] Iterate based on data

Definition of Done

• [ ] Create email personas
• [ ] Establish success metrics
• [ ] Establish voice, tone, style
• [ ] Create and share email marketing strategy internally for approval
• [ ] Implementation and testing of strategy

[widal001]

Replacing our old 10k ft deliverable issues with a new Epic format

[widal001]

Reopening for review during sprint planning