Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Using email for marketing provides a low cost option to complement or replace direct mail. To achieve successful campaigns, there are many issues which need to be taken into account, which are covered by this course, including deliverability (getting your emails past the spam filters); renderability (making sure your email looks good regardless of the email reader your customers are using); responsiveness (using a design that showcases your brand values and with clear calls-to-action) and ‘right touching’ – getting the right frequency and relevance.

The purpose of this course:

Email gives a great opportunity to gain new customers and get closer to existing customers, but there are many pitfalls. This workshop describes a practical approach to email marketing from basic success factors to advanced targeting, tracking and testing. The content is devised to be relevant if you are relatively new to email marketing or an experienced email marketer.

Who this course is for:

The course is for marketers at all levels who want to develop a plan to improve the contribution of email marketing to their organisation and know the success factors for effective email marketing.

Benefits for your organisation:

Organisations will benefit since the training shows how email marketing should be used as a strategic tool which integrates with other direct and brand communications. Other essential aspects of email strategy are covered including creation of contact strategies which get the right balance of frequency and relevance, building and maintaining a quality list and a review of the latest legal requirements which must be complied with.

Benefits for you as an individual:

You will be able to select the best options for email marketing for your organisation and so be in a position to create a plan to develop or refine your email marketing. You will learn the ‘critical’ factors in devising an effective email campaign by using the best practice in design and copy for HTML and text format emails to make sure your emails are delivered to the inbox and are effective in achieving your goals.

You will learn how to:

• Plan integrated email campaigns
• Devise creative and copy to increase open and click-through rates
• Use tests and tracking metrics to improve response
• Select email marketing management systems
• Revise or devise an e-newsletter
• Use an eight stage approach to building a house list
• Source opt-in B2C and B2B lists
• The latest on ethical and legal constraints
• Design an effective e-newsletter
• Measure and improve email campaigns

Course content:

• Introduction to success factors for email marketing
• Permission marketing concepts
• Legal briefing
• Achieving delivery
• Designing email templates
• Selecting an email management system
• Goal setting for email campaigns
• 10 options for using email marketing for customer acquisition and retention
• Segmentation and targeting
• Creating powerful offers
• Developing a communications strategy
• E-newsletter and E-zine guidelines
• Campaign planning activity
• Effective subject line and from
• Structuring an email to maximise response
• Copywriting
• Effective email design activity

Activities using live web access will be included in as part of this workshop for delegates attending in London.

Pre and post learning support:

Approaches used include pre-workshop questionnaire and follow-up questions or informal post-workshop review of approaches by the course director after delegates have sent through questions by email.

To take away from the course:

• Full slide pack with clear presentation of charts and diagrams
• To help evaluate and improve campaigns, you will receive Dave Chaffey’s highly acclaimed book: ‘Total E-mail Marketing’ and an email campaign planning and review spreadsheet.

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework