Cohort 3

Improve monetization, engagement, and sentiment from a highly-personalized, data-rich email program. 

Drew Price

Lifecycle Marketing Advisor & Mentor

Build a Lovable Email Program

Grammarly

HoneyBook

Blinkist

Yohana

Creating lovable email programs is a much more complex problem to solve than regular email campaigns and flows. There are many scenarios to consider to ensure your program has real legs and is not simply a soft echo of your core product experience but adds true incremental value. The most thoughtful email programs are perceived as product features (not marketing fluff) and can&nbsp;improve retention, engagement,&nbsp;and&nbsp;monetization. Not to mention overall product sentiment. After taking this course, you will be able to make a truly informed decision on how to choose your north star 'why' and what the actual lift will likely be. Not just to get the program off the ground, but to maintain it over the long haul if it truly is successful. You will also learn what an email is capable of from a personalization and dynamic content standpoint. Grammarly Insights, for example, is mostly automated but has over 56 possible live-text scenarios over the course of 8 weeks. Not to mention various content rules based on which user persona is receiving the email. I will walk you through backend and front-end decisions. Many brands want a personalized digest similar to the one we shipped at Grammarly (nearly 10 years ago) and either underestimate the lift and/or underdevelop their MVP. I'll share frameworks for strategy, insights on development cycles, &amp; discuss potential impact. I'll also detail the front-end and back-end realities. This course will be useful—not just for CRM &amp; Retention folks—but also for x-funtional partners on the product, data &amp; technical side. Building a versatile and impactful email program is not for the faint of heart, but if you are passionate about creating something wonderful, the TLC will be worth it. The bottom line is that you must set a high bar to build world-class product experiences your customers will love. I can offer a reality check before you go down this road.

More App than Email

Lifecycle, CRM, Retention, and Email Marketers. Brand-side or agency side, B2C or B2C, and any vertical who wants to build a digest.

Technical engineering, growth, or product team members who will drive or support the development of an email digest.

Data scientists or analysts who will support the pipeline and/or data schema requirements to drive your personalization.

Who is this course for

What you’ll get out of this course

Gut-check the level of effort to stand up a scalable personalized email program that truly adds value for your users.

Learn new ways to automate dynamic sections of emails so they are more persona-driven.

Determine your own north star 'why' for your brand's strategy as well as an overall content strategy to deliver on this promise.

Learn from Grammarly's triumps and tribulations for mantaining this program over the last 10 years.

Make an informed decision on whether to go down the development road or not and also where to handle in-house vs. external partners.

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Ex-Growth @ Grammarly | Advisor @ Airtable, Canva, Oyster, Whimsical, Flo & others 

What people are saying

Meet your instructor

Class times are optimizing for accessibility for students spanning from the EU to North America. All sessions will be recorded. And recordings will be available to download in the student portal w/in 48 hours after each sessions take place.

We will meet on Tuesdays & Thursdays back to back for 2 weeks

The final 15 minutes of every class session will be for Q&amp;A. You will not hurt my feelings if you leave at the 1-hour mark and don't partake. There is also an optional dedicated Q&amp;A session on the final Friday (see below)

Q&A Opportunities

This is an opportunity to bring up any remaining topics or questions, like an office hours session.

Final (Optional) AMA Session

This course is more lecture &amp; deep case study focused than excercise focused. That said, I will provide a prompt at the end of each session for you to bring into the next class. This is to lay the foundational strategy in place for your brands potential digest.

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