Marketing Skills: E-marketing: Email Marketing

Course Overview

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.

Audience

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.

Skills Gained

Organisations will benefit since the training shows how:

• Email marketing is used as a strategic tool
• Customer-centric email contact strategies can be defined
• To build list size and maintain data quality
• The latest legal requirements must be complied with

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 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.

Course Outline

• Plan integrated email campaigns
• Devise creative and copy to increase open and clickthrough rates
• Use tests and tracking metrics to improve response
• Select email marketing suppliers
• 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

Marketing Skills: E-marketing: Email Marketing / 0766