Course Duration
1 day
Course Level
1
Email Marketing
Email Marketing is probably the most cost effective and powerful forms of digital marketing and often forms the basis of online marketing strategies, as it is inexpensive, reliable and the return on investment can be enormous.
Our new, fully-revised Email Marketing training course, has been designed to help you make substantial improvements to your email marketing campaigns. You will learn all the crucial aspects of email marketing, from forming strategies, setting targets and objectives through to designing engaging content and improving deliverability.
This one-day in-depth course will give you a list of tips and ideas that you can use immediately. Topics such as Design considerations, Legal issues, how to attract new subscribers and more
Course Outline
Strategic overview
Email Marketing - the pros and cons
The Top 10 things you can do with email
Permission and E-permission marketing
Defining your goals
E-marketing strategies
Case studies
Email marketing essentials
Carrying out a competitive analysis
Matching yourself against industry benchmarks
Legal essentials and regulations when broadcasting
Planning and delivering email campaigns
Emailing for customer acquisition and rentention
Customer acquisition methods - on and offline
Encouraging web visitors to subscribe
Crafting effective registration processes
Customer retention strategies
Choosing frequency schedules
Creating effective email campaigns
Building trust with subscribers
Developing engaging content
Improving the value offering of your emails
Planning for Viral and Social Media Marketing
HTML email design and technology
Laying the foundations
Branding your design
Working with templates
Choosing colours and fonts
Thinking about navigation
Designing for the preview pane
Designing for immediate impact
Writing for email
Developing tone of voice guidelines
Improving scannability
Writing on the Inverted Pyramid
Using links intelligently
Short vs long copy
Thinking about subject lines and from fields
Email development
HTML vs text emails
Sending Multi-part MIME and other formats
Email reader compatibility and testing
Improving inbox deliverability
Avoid looking like a spammer
Improving list quality
Removing non-responsive emails
How to minimise unsubscribes and complaints
Campaign measurement and making on-going improvements
Understanding conversion and performance metrics
Tracking landing pages
Reducing abandonment and bounce rates
Structured approaches to testing
A/B and Multivariate testing
Analysing test results
Case studies
You, the law and email
Understand the basics
What you can and cannot do
Where to go for more advice
The future of email marketing
Social Media - the death of email?
How email may change in the future
New innovations, technology and uses
Summary
Course Schedule