Arpit Shah: Proposal

24 March 2017

Arpit Shah
Cricket Store Online
4440 Bordentown Ave
NJ 08857

Dear Arpit

Thanks for your interest in working with me. Below I’ve outlined my proposal for the project.

Please review and let me know if you have any questions. I’ll contact you in a few days if I haven’t heard back by then.

Sincerely yours,
David Crowther

Why You’re Here

You've looking for an email strategy to more deeply engage your audience, build trust and educate them about products.

You currently have around 15,000 subscribers with more joining every day.

Where You Want To Be

You want to increase your average open rates, click rates, and most importantly your revenue generated per email.

You also want to automate as many of the emails as possible.

What We Want To Do

To help you achieve these objectives we'll turn your email marketing into a sales machine.

I will:

  • Create a email marketing strategy providing you with a step by step plan for increasing revenue.
  • Set up MailChimp Automations to automate your email marketing.
  • Grow sales and revenue.

Email Campaigns

To add value to your subscribers you'll need to segment them into different groups that are centered around topics or interests, and send relevant content to each group based on their topic.

This segmentation can be achieved automatically by tracking which links are clicked on in the emails and which pages they visit on the website.

Subscribers are then placed into groups based on their interests and previous activity.

Group specific emails are created so that each group only receives content that is relevant to their interests.


I'd suggest a hybrid drip/newsletter approach where all timeless (evergreen) content is added to the drip campaign.

Then, the same time every week or month when you’d normally send a newsletter (broadcast), you instead add the new email to the end of the drip campaign.

Existing subscribers would receive the new email as normal.

New subscribers would be added to the drip campaign, starting at the beginning so that they get sent all the useful content over time. (If you sent useful evergreen content in a one off broadcast, new subscribers would never see and benefit from it.)

Of course you can still send the occasional (time sensitive) broadcast to the entire list without affecting the drip campaign.

Also, every email in the drip campaign can be updated at any time when required without affecting old or new subscribers.

What We’ll Be Preparing For

For the project's best chance of success, we must strive to:

  • Be clear on how you position yourselves to your target audience.
  • Provide an outgoing personality to positively engage your audience.
  • Provide content that's genuinely useful to your audience.
  • Track and measure each subscriber through your campaigns.

Why We're Best For The Project

There are all sorts of flashy agencies who could potentially help you with this project. So why work with me? Here are several reasons I hope you’ll find compelling:

  • You’ll work directly with me—the conversion rate optimization expert. I’ll be planning and managing the project.
  • I've been published in, and
  • I don’t bill by the hour so you always know in advance what the financial investment will be for my intervention.
  • I’ve improved conversion rates by 12.33% all the way up to 2933% for my clients, and for one client increased annual revenue by approximately 3 million dollars.

How We Can Do This For You

I've outlined below various deliverables and associated fees. You may select any or all of the options below.

Your last 10 emails averaged $219.02 in revenue. The goal will be to increase average revenue to $400 per campaign (an additional $30,000 per year).

Fees are in USD.

Option A Email Marketing Strategy:
- Gather, review and analyze data
- Competitor review
- Setting up MailChimp Automations
- Writing intial email sequences
- Briefing your developers to create the email templates
Option B Monthly Email Marketing:
- Analysing past months results
- Writing new email sequences
- Setting up and running campaigns
- Monitoring status of campaigns, opens, clicks, unsubscribes, etc
per month