Email Marketing

Overview

Email Marketing has been a core tool in digital marketing for many years but it is often unable to achieve its full potential due to a lack of guidance in best practice, issues with spam and the changing way in which we use email.

Benefits to you and your organisation

You will leave with a greater understanding of how to achieve and implement more effective email campaigns.

The course will give organisations the ability to use email marketing as part of their integrated strategic marketing plan. As well as covering best practice, it will discuss the legal aspects of email marketing, allowing organisations to adhere to the growing guidelines surrounding spam and data protection.

Who this course is for

The course will suit anyone who has responsibility for delivering email marketing campaigns, either in house or agency side. Both those new to email marketing and marketers who feel they could be getting more from their email will benefit.

What you will learn

• 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.
• Build a house list.
• Source opt-in B2C and B2B lists.
• Review the latest on ethical and legal constraints.
• Design an effective email 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.
• Options for using email marketing for customer acquisition and retention.
• Segmentation and targeting.
• Email Newsletters.
• Campaign planning activity.
• Effective subject line and from address.
• Structuring an email to maximise response.
• Copywriting.
• Effective email design activity.
• Bringing it all together.

Learning approach

Covering best practice and using case studies and exercises throughout, the course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout so that the material covered can be put into practice immediately upon return to the office.