Design an email or WhatsApp automation for users who sign up for a free trial but do not activate.

What the interviewer wants to hear

• Defines activation event and trigger
• Sequence with timing and clear purpose per message
• Personalises by behaviour
• Respects consent and frequency
• Measures activation, not just opens

Model answer

First I agree with the product team what activation means, for example creating the first project. The trigger is a sign-up without that event within 24 hours. Message one, on day one, is a short welcome with a single step and a link straight into the feature. On day three I send a how-to or a two-minute video, and if the user opened but did not act, I offer a live demo or help. On day six I share a customer story relevant to their industry, based on sign-up data. Before the trial ends, I send a reminder with what they will lose. Anyone who activates exits the flow. WhatsApp is used only with clear opt-in and for high-value moments. I measure activation rate and trial-to-paid conversion, not just open rates, and A/B test subject lines and timing.

More medium Digital Marketing Specialist questions

• A lead generation campaign is getting leads at double the target CPA. Walk me through how you would diagnose and fix it.
• You get Rs 5 lakh per month to launch a new online course for working professionals. How would you plan the campaign?
• How do you decide which channels deserve credit for a sale? Talk about attribution models.
• Sales says marketing leads are poor quality. How would you handle this?
• How would you structure a Google Ads account for a business with several product lines?
• Walk me through how you plan and run an A/B test.
• How do you set up marketing tracking that respects privacy laws but still gives useful data?
• How do you set up the hand-off of leads from marketing to sales in a CRM like HubSpot?
• How would you build a marketing performance dashboard for leadership?