Complete Email Marketing

Benefits to you and your employer:

You gain

Current guidance on how to build an email campaign from scratch and are brought up to speed with the latest thinking in results analytics. Learn also about the latest trends in email marketing, advanced segmentation methods and multichannel integration.

Your employer gains

Whether beginner or experienced campaigner, every email marketer needs to keep abreast of current trends to take advantage of the latest techniques and tools to drive ROI. Delegates will learn to build more robust campaigns that will deliver even better results. Knowledge of advanced segmentation methods and good use of measured automated communications will result directly in improved conversion rates and maximising customer lifetime value.

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. It contains:

• Format Specifications - the do's and don'ts of email design
• Getting your messages delivered - a summary of the various filtering and blocking technologies
• Improving results - from lower bounce rates to increased click-through, 20 things you need to know!
• Production check list - know what to look out for, and how to avoid making mistakes
• Knowledge Centre - where to find the best information for online marketing research

Delegates will be emailed the outline guide on completion of the course.

Who should attend:

The Complete Email Marketing course is designed for marketers responsible for the planning or implementation of email campaigns who want to improve results through the use of best practice tools and techniques.

This will include:

• Campaign managers
• Campaign executives
• Email marketers
• Account handlers

Previous delegates include:

• Senior Marketing Manager (The Sanctuary)
• Senior Planning Executive (EDF Energy)
• International Marketing Executive (Harrods)

Programme outline

The Complete Email Marketing course provides you with a complete range of tools, techniques and ideas for effectively initiating and managing an email marketing campaign.

Here is the programme outline for this course:

Day one: Building Effective Campaigns

State of the market

• Facts and figures
• Strengths and weaknesses of email marketing
• Why email marketing?

Know what you want to achieve

• Defining goals and objectives
• Choosing the right messaging strategy
• Types of content, types of emails, timing and frequency
• Integration with other channels
• Segmentation and targeting

Build a quality list

• Legalities and trust
• On-site and off-site acquisition tactics
• List hygiene, maintenance and opt-in/out processes
• Value of an email address

Design your campaign

• Creative and coding guidelines
• Design for mobile
• Rich media (video, animation, voice etc)
• Wireframe/templates
• Campaign briefing and success criteria

Get it delivered

• Delivery methods
• How filters work
• Reputation
• Authentication
• Engagement

Analyse the results

• What to measure and when
• Setting up a dashboard
• Comparing results and benchmarking

Test and optimise

• Optimising list growth (opens, clicks, conversions, deliverability)
• Minimising list attrition
• How to test (A/B, subject, multivariate)
• Setting up a test plan

Day two: Segmentation, Integration and Automation

Current and future trends

• The ever-changing trends in email marketing
• In house/outsource
• What's next

Triggered/automated emails

• Logistical/technical requirements
• Conversion abandonment
• Welcome series
• Transactional/transpromo

Multichannel

• Social, mobile, direct, telemarketing, blogs, website etc
• Holistic/integrated marketing

Advanced segmentation

• Lifecycle marketing
• Behavioral targeting
• Retargeting
• Dynamic content

Case Studies
The course is peppered with mini case studies throughout, however, on Day 2 we will present two in-depth studies from Orange and Screwfix, complete with insights from their multichannel campaigns.

Training course tutor and guest speakers

Kath Pay is founder of Plan To Engage, an Email Marketing Consultancy, and is one of the pioneers of the email marketing industry in Australia. In the 12 plus years that she has worked in the email marketing industry, Kath has developed a reputation as an email marketing expert through her insights into the industry as a blogger on DMA Email Council’s blog, Econsultancy and SmartInsights. Kath is also the Chair of the UK DMA Email Marketing Council's Events and Communications Hub and frequently speaks at both National and International conferences.

Guest speakers

James Bunting is Director of Strategy and Research at Communicator Corp and has had almost a decade's worth of experience in assisting enterprise level companies to utilise their ROI from digital communications. As a member of the DMA Email Marketing Council James has made great contributions to champion email as an essential part of the greater marketing mix.

Susan Laurie Dip DigM M IDM develops complex email programmes for her clients using a combination of CRM, behaviour-driven acquisition & other triggered email programs. With her background in 'business change' Susan is also well-placed to advise on driving changes in business practice to maximise sales.

Tim Watson is an independent Email Marketing Consultant and trainer. A recognised expert, regular speaker and blogger on emerging email trends, Tim also chairs the DMA legal and Best Practice email marketing hub.

Delegate testimonials

"This is a top-flight course for any marketer who wants to put his or her email marketing on course, and keep it there. They don't get better comprehensive than this."

Jennifer Menten, Creative Consultant, Jennifer Menten DM Communications

"The module leaders are first rate, they are experts and have a wealth of experience. The content of each module integrates well into the whole theme."

Mitchell Ness, Lecturer, Newcastle University Business School

"A great course covering all aspects of email marketing. Very rounded and interactive. Highly recommended!"

Ash Fisher, Campaign Delivery Manager, LMG

"Taught me things I never even thought about!"

Richard Pang, Designer, National Magazine Co.