Spec Sample: An Email Marketing Campaign
For this spec sample, I am writing an email marketing campaign to drive sign-ups for a CAWA credentialing program.
cAMPAIGN SEQUENCE NOTES:
Three-email sequence targeting non-credentialed members with qualifying experience. Segmented by engagement behavior. Recommended send cadence: Email 1 -> 5 days -> Email 2 (non-clickers) -> 6 days before deadline -> Email 3 (non-converters).
EMAIL 1 OF 3 – Initial outreach
Subject: You’ve built the experience. CAWA makes it official.
Preview: The credential designed for animal welfare leaders – by animal welfare leaders.
Audience: Members with 3+ years of animal welfare leadership experience
Hi [First Name],
You didn’t get into this field for the title. But after years of managing staff, navigating budgets, advocating for animals, and keeping your organization running – you’ve earned one.
The Certified Animal Welfare Administrator (CAWA) credential exists for professionals like you. it’s the only national credential designed specifically for animal welfare administrators, built on a body of knowledge that reflects the real complexity of leadership in this field: operations, personnel, finance, community, relations, and animal care, all at once.
CAWA credential holders report that the process clarified their thinking, strengthened their credibility with boards and founders, and connected them with a peer community that understands what the job actually requires.
If you’ve been thinking about it, now is a good time to take a closer look.
[Button with link to Explore the CAWA credential]
The Association for Animal Welfare Advancement
Supporting the professionals who support the animals.
EMAIL 2 OF 3 – ADDRESSING OBJECTIONS/NURTURE
Subject: “I don’t have time for a credential right now.”
Preview: We hear this a lot. Here’s what CAWA candidates actually say about the process.
Audience: Opened email 1, did not click – send this 5 days later
Hi [First Name],
We know you’re busy. You’re running a shelter, managing a team, fielding calls from the county, and somehow also trying to get animals adopted. You barely have enough time to eat lunch some days.
So let’s be honest about the CAWA process actually looks like.
Most candidates complete the application and exam preparation over three to six months, working in whatever pockets of time they can find. The study materials are self-paced. The exam itself is offered at testing centers across the country on a rolling basis – no waiting for a cohort to start, no mandatory in-person sessions.
What candidates consistently tell us is that the preparation process itself was valuable – not just the credential at the end of it. Reviewing the CAWA Body of Knowledge helped them see their own work differently, identify gaps they hadn’t named, and approach organizational challenges with more structure and confidence.
You’ve made time for harder things than this. And the return – professionally and organizationally – is real.
[Button with link to read what CAWA holders say]
The Association for Animal Welfare Advancement
Supporting the professionals who support the animals.
EMAIL 3 OF 3 – URGENCY/CLOSE
Subject: Last chance to register before the application window closes
Preview: Application close [Date]. Here’s everything you need to get started today.
Audience: Opened either previous email, did not convert – send 6 days before deadline
Hi [First Name],
The CAWA application window closes on [Date]. If you’ve been considering, now is the time to move.
Here’s what you need to apply:
-A minimum of two years of animal welfare administration experience
-Documentation of your current role and responsibilities
-The completed application form (takes most candidates under one hour)
-The application fee, which is reduced for Association members
That’s it. You don’t need to have studied yet. You don’t need to have scheduled your exam. You just need to apply before the window closes so you’re eligible for this cycle.
The next window opens in six months. If your organization is ready for a credentialed leader now – and we’d argue it is – there’s no reason to wait.
[Button labeled “Apply before [Date]” with link to application]
Questions? Reply to this email or visit our CAWA FAQ page. We’re glad to help you figure out if now is the right time.
The Association for Animal Welfare Advancement
Supporting the professional who support the animals.