Letters of Wisdom
Difficulty level — easy
2неделя
3specialists
Do you think King Arthur would have become a great ruler with no assistance from the wise wizard Merlin? Sometimes, to make the right decisions, tips are needed. Create mailshots with training materials on cyber-secure behavior explained by the character. It can be a one-time or weekly mailshot with helpful information, news, and thematic tasks. Moreover, it can be sent out on the results of any online or offline training.
Results
Employees will become more aware of cybersecurity
Educational mailshot will immerse employees in cyberculture and help them respond to cyber risks.
Mailshots Open Rate and Read-Through Rate will increase
When organizing a regular mailshot, the employee will wait for it and develop a user habit.
Emotional attachment will be created
The character will add to the appearance of the user's emotional attachment to mailshots; they will become more attractive and desired for him/her.
Key Performance Indicators
Open rate
The metric determines the percentage of opened emails from those delivered to the users. This is one of the high-priority metrics of mailshots — it indicates how engaging the content is to users. To calculate it, divide the number of opened emails by the number of those delivered and multiply by 100. This metric is strongly influenced by the copywriting of both training materials and their headings.
CTR (click-through rate)
CTR determines the number of clicks on email links. To calculate it, divide the number of recorded clicks by the number of delivered emails and multiply by 100. This metric is influenced by copywriting: the more interesting the content is, the more clickable the link will be.
Required resources
1
Copywriter
1
Cybersecurity methodologist
1
Graphic designer
Game mechanics
How to apply the Potion
1
Develop a methodological framework and analyze the target audience
Analyze what information on cybersecurity may be helpful to your user, what systems and platforms he/she is dealing with, what risks he/she may face. Depending on the information received, create a database of materials you will be able to send to your target audience on behalf of your character. At the first stage, you can create a small database to check the users' reactions and gather feedback; later, you can complement the materials making them more attractive to the consumer. If this mailshot is organized as part of some training, there will be no problem with materials since the database has already been developed for the course. To create a character appealing and captivating to the user, the target audience analysis is required. If the results of the analysis reveal that the target audience is heterogeneous and it is impossible to create a single version of the character, it is advisable to create several characters each of which will be the narrator for his/her audience.
2
Schedule the mailshots and determine their format
The most effective mailshot is that sent out 1-2 times a week; this is enough so that the user is not tired of it and at the same time to make him/her willing to wait and see what happens next. If necessary, you can segment the mailshots depending on the audience type. If you intend to create the mailshot as part of a training course, let the character provide educational materials, links to any tasks, quests within the system in which the training is organized. If this is a separate mailshot not related to courses, the character can report news and provide useful materials.
3
Monitor the indicators
If the metrics are lower than you expected them to be, experiment with the copywriting style, visual design, and the materials subject.