High-Impact Email Marketing

Learn to develop and implement a permission-based email program.Your Immediate Takeaway

Also Available as:

• Live Online
• Onsite

How You Will Benefit

• Learn the anatomy of an email marketing program
• Establish your email strategy—the buy vs. build decision
• Know how to use email lists and databases
• Understand list types, sources, and how to leverage existing customer databases
• Produce engaging creative with proven templates, message layouts and formats
• Learn the art and science of testing—roadmaps, A/B splits and multivariate testing
• Manage, track and measure response—ROI and other KPIs

What You Will Cover

• The evolution of email marketing and the factors influencing its future
• Getting the latest studies, facts and figures on email marketing
• Forecasting for email as part of the overall marketing mix
• Why permission is the foundation of successful email marketing
• Defining the basics of email marketing
• Understanding permission, laws and deliverability
• Deciding whether to buy or build an email marketing system
• Exploring a wide range of email marketing strategies
• Bringing a defined process to email marketing
• Learning winning strategies for targeting and reaching your audience via email
• Understanding list types: in-house, rented, purchased, etc
• Best practices for developing creative that sells
• Understanding both the art and the science of testing
• Triggered and automated e-dialog campaigns
• Managing, tracking and measuring response
• Making the business case to the C-suite

Extended Seminar Outline

Print this page Extended Seminar Outline Seminar #76503 Email Marketing Training — Day 1

I. Email Marketing: A Look Back, a Way Forward

• History and evolution of email marketing and the factors influencing its future
• Get the latest studies, facts, and figures on the state of email marketing
• Forecast for email as part of overall marketing mix

II. Permission Based Email Marketing

• Why permission is the foundation of successful email marketing
• Opt-out and opt-in and the shades of gray in between

III. Basics of Email Marketing

• Lists
• Subscription methods
• Content
• Integration
• Deliverability
• Actions
• Analytics and metrics

IV. Permission, Laws, and Deliverability

• Understanding US & Canadian legislation
• Role of ISP's in deliverability
• Spam-fighting and credibility-building tactics

V. Buy vs. Build

• Decisions. Decisions. Decisions
• Knowing your capabilities, limitations, budget, timing
• Custom-built or off-the shelf systems or licenses
• ASP or fully managed email marketing solutions
• A closer look at the ASP's and fully managed solutions

VI. Email Marketing Strategies

• List acquisition and segmentation
• Personalization & creative execution
• Integrate with social media
• Alignment with website content strategy
• Drive offline behaviors
• Test. Measure. Repeat.

VII. Bringing Process to Email Marketing

• Planning and utilizing an editorial calendar
• Templates for product launches, promotions, and newsletters
• A repeatable process for gathering and preparing content
• Establish your approval process to allow for efficient reviews and approvals
• Analysis is often overlooked. Go beyond opens, reads and clicks. Check conversion, too
• Post Mortem analysis for lessons learned, recommendations for future improvements

VIII. Email Lists and Databases

• Winning strategies for targeting and reaching your audience via email
• Understanding list types: in-house, rented, purchased, etc
• Knowing where that list came from
• Breathe life into that old customer list with NCOA and email append
• Leverage social media to drive email subscriptions

Email Marketing Training — Day 2

IX. Best Practices: Creative That Sells

• Message layout and design
• Use templates specific to purpose
• The offer: Coupons, sweepstakes, deadlines, daily deals, and more
• Message formats: text, HTML, mobile, social media
• Opt-out
• Email on the go: Designing email for mobile devices
• Getting advanced creative tactics right, from video to viral marketing

X. Learn the Art and Science of Testing

• What's working? What isn't? How will testing give you the answers?
• Defining a test roadmap and priority
• Structuring test matrices and series
• A/B Split testing
• Multivariate testing and optimization in email

XI. Triggered and Automated e-Dialog Campaigns

• Dialogue-building and trigger-based marketing
• Intro to timing, frequency, trigger, and email dialog strategies

XII. Manage, Track, and Measure Response

• Learn the four types of meaningful email marketing measures
• Email campaign process metrics (and calculations) de-mystified
• Formulas and methods for response analysis – presented in plain English
• Feedback and influence measures – why they're essential today
• How to measure email campaign ROI, AOV and other contribution KPIs

XIII. Making the Business Case to the C-Suite

• The right KPIs
• State of the union meeting
• Communicate differently
• Creative sells
• Business plans, not theory, get financial support

*Outline is subject to change.

Who Should Attend

Marketers, business owners, product or agency professionals, directors, and any professionals who wish to maximize the return on their marketing investment.

Special Feature

Participants are required to being in a laptop to the seminar. Access to your email marketing platform is helpful to get the most out of the seminar.