Email marketing training workshop
On September 22, November 26, January 31 2011 I'm giving a 1-day workshop in Brighton for email marketing. This workshop will cover the basics as outlined below, with a second, related day to be offered at a date (TBC), which will cover email design and development in-depth.
The workshops are offered at the popular Silicon Beach Training in Brighton.
Outline is as follows:
On completion of this email marketing training course, delegates will be able to:
- Deliver an effective email marketing campaign from planning through to delivery
- Grow an opt-in list that maintains interest and drives revenue
- Understand why design, build and content can make or break your ROI
- Have the confidence to try advanced methods to grow a cost-effective, high impact email marketing strategy
Email Marketing Course Content
What is email marketing?
- History & Perceptions
- Statistics, usage, facts
- The HTML vs Text email debate
- Why dialogue is so important
Before the inbox - SPAM and permission-based marketing
- Factors affecting deliverability
- What is SPAM - how to avoid it
- Legislation to be aware of, including CANSPAM
- Best practices for avoiding junk filters
Starting the dialogue - building and maintaining an opt-in list
- Opt-in marketing 101
- Subscription tactics for your site
- Segmentation & targeting
- Integrating CRMs
In the inbox - crafting your campaign for ROI
- Planning your campaign - goals and objectives, acquisition vs. retention
- Know your audience
- Getting the frequency right
- Subject lines & From fields
- Making it personal using dynamic content and wildcards
- Writing copy for ROI
- Email’s next generation - mobile devices, rich media, the iPad
Designing your email - HTML design basics & tips
- Design
- Development
- Test, test, test
- Best practices
- Importance of the text version Tracking your campaign
- The metrics that matter
- From inbox to website - tracking onsite behaviour and why you should
- End-to-end reporting with CRMs
Real-world examples and best practices
- Great examples of permission-based marketing
- Great examples of multichannel email campaigns
- Great examples of bulletproof email design
Advanced email marketing methods
- Multi-touch campaigns
- A/B testing
- Use of landing pages for super-targeting
- Social media and email
- The future of email
- Beyond the newsletter - thank you, transactional and follow-ups
Email Marketing tools to use
- Tools to use for designing, testing and delivering your campaigns
Email Marketing Resources worth reading
- Resources to bookmark and frequent for email marketing best practices, tips, tricks and news
September 21st, 2010