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Key points

• Marketing group recommended implementation of landing pages and lead-nurturing email campaigns to support the launch of the OERu 1st year of study at the 6th international meeting of OERu partners.
• Brainstormed and discussed ideas to develop copy for landing page and corresponding email campaign.
• Prototype developed for the launch of LiDA103 - 9 May 2018

LiDA103 Mautic campaign prototype

Key components and campaign assets

1. Landing page for lead capture
2. Welcome email (inclcudes invitation for preference survey)
3. Landing page - Preference survey
4. Optional orientation emails
   • Introducing the OERu platform
   • Recommended website accounts
   • Recommended social media accounts
5. Cohort start reminder for learners opting to participate in next cohort offering
6. Course registration instructions

Mautic campaign components

Mautic segments used in the campaign

• Newsletter - Segment used for the OERu newsletter
• OERu learner- Segment used for all learners who register via course site or Mautic landing pages (keeps a cumulative total of OERu learners)

Mautic forms used in this campaign

1. Lida103 lead capture:
   • First name
   • Last name
   • Email
2. LiDA103 preferences survey
   • First name
   • Last name
   • Country
   • Delivery option
     1. Cohort
     2. Self-study
   • Request to opt in for
     1. Orientation emails
     2. Course announcements via email.

Mautic landing page campaign tags

Tags used in the campaign for tracking and campaign decision purposes

• lida103landingpage - to identify leads sourced via Mautic landing pages
• lida103nopref - assigned to all leads to indicate status before expressing preferences
• lida103orientation - assigned to leads who opt in for the orientation emails
• lida103cohort - assigned to leads who opt in for cohort delivery option
• lida103is - to indicate leads who opt in for independent study delivery option
• lida103email - to indicate leads who opt in to receive email course announcements via Mautic (learners who register via the course site will also be assigned to Mautic course announcements campaign).

Campaign test sequence

Test candidate	Actions	Require outcomes
User 1	Register on lead capture page	Required tags lida103landing page Welcome email received
User 2	Register on lead capture page Complete user preference survey with the following options: Select cohort	Tag: lida103cohort Should receive cohort start reminder email on specified date Should receive course registration details email on specified date
User 3	Complete user preference survey with the following options: Select cohort Select email course announcements	Tags: lida103cohort, lida103email, lida103landingpage User subscribed to cohort email announcements segment
User 4	Complete user preference survey with the following options: Cohort Orientation emails	Tags: lida103cohort, lida103orientation Receive 1st orientation email and check that two have been schedule for two consecutive days.
User 5	Complete user preference survey with the following options: Cohort Orientation emails Course announcements	Tags: lida103cohort, lida103orientation Receive 1st orientation email and check that two have been schedule for two consecutive days.
User 6	Complete user preference survey with the following options: Independent study	Tags: lida103is, lida103landingpage Receive course registration email.
User 7	Complete user preference survey with the following options: Independent study Orientation emails	Tags: lida103is, lida103landingpage, lida103orientation Receive 1st orientation email. Check that the following have been scheduled: 2nd orientation email (day later) 3rd orientation email (2 days later)
User 8	Complete user preference survey with the following options: Independent study Orientation emails Course announcements	Tags: lida103is, lida103landingpage Receive course registration email.