Day one
The business case for email marketing
- A brief history of email marketing
- The continued growth of online audiences
- Similarities and differences between B2C, B2B and Not-For-Profit email marketing
- Integrating email marketing with offline promotional activity
- Integrating email marketing with other digital techniques
Setting objectives for email marketing
- Developing SMART objectives and aligning them to broader business goals
- Establishing measurement tools for efficiency and effectiveness
- Resource management and service level agreements
- Calculating RoI for email marketing campaigns
- Calculating lifetime value through the email marketing channel
Data gathering and managing customer data
- Legal issues and best practice guidelines
- Developing the email value exchange
- Creating effective registration forms and unsubscribe processes
- The importance of a welcome programme
Customer lifecycle marketing
- Identifying the customer life-stages and developing appropriate messaging programmes
- Email for prospect conversion and re-activation
- Alerts and triggered campaigns
- Registration data – how to ask for it and keep it up-to-date
- Transactional data – how to manage and segment your most valuable data asset
- Click-stream data – how to mine it successfully
Testing
- Understanding leverage points and where to test for the biggest wins
- Developing a 12-month testing road-map
- Understanding statistical principles for testing
- Landing page testing strategies
- Testing capabilities of email broadcast tools and multi-variate page testing vendors
Email delivery and message rendering
- ISP and email client rendering capabilities – the challenges we face
- Templates that render properly in the widest range of email clients including mobile emails
- The latest design rules including mobile emails and Facebook Messages
Day two
Creativity guidelines to get your emails noticed
- Research techniques – eye tracking and click-density analysis
- Templates for different campaign objectives – what should go where?
- Tone of voice guidelines for customer segments
- Persuasiveness – developing calls to action
- Personalisation – what can you change to suit the recipient?
Acquiring customers through email marketing
- Third party data
- Planning acquisition campaigns
- Email as an acquisition tool – list rental, list sharing and viral
Effective email marketing
- Understanding your strategy
- Building your emails
- Testing, testing, testing
- Case studies
Technology infrastructure
- Email broadcast platforms – how to evaluate the supplier options
- Tracking technologies – understanding email measurement and web analytics tools
- Data and database management tools
- Programmes for designing and producing email creative
- The latest ISP techniques for spam monitoring – authentication, reputation and accreditation
- Best practice delivery guidelines and delivery monitoring tools
Multichannel planning and execution
- On and offline customer behaviour
- Channel preferences
- Integration of email with direct mail, telemarketing, social media and mobile campaigns
Campaign and project management
- Key processes – budgets, schedules and project plans
- Who does what in the campaign process?
- Data and message quality control processes
- Principles of project management for email
By the end of this two-day interactive workshop you will have an advanced knowledge of how to:
- Acquire new customers
- Source, manage and profile data
- Beat filters
- Make use of essential creative guidelines
- Plan and manage email campaigns
- Broadcast email
- Manage response handling options
- Prioritise legal considerations
- Free Guide to Email Marketing
All delegates will receive our exclusive FREE outline Guide to Email Marketing. This useful desk-top reference tool will ensure that you are ready to apply the knowledge you have gained as soon as you return to your desk.