Effective Email Marketing: Beyond the Basics training course

Packed with best practice examples and in-depth practical advice on campaign planning and management, sourcing and managing your data, creative, broadcast and response handing options and legal considerations. You will also discover how others are successfully using email to drive traffic, increase purchase frequency and generally improve customer loyalty both on its own and more increasingly as part of integrated multichannel campaigns.

Upgrade to a professional qualification in email marketing

Attendees of this two-day course can opt for a third day of study to upgrade to the IDM Award in Email Marketing. This new IDM qualification offers, for the first time in the UK, emarketers the chance to gain a professional qualification, and therefore formal recognition of their credentials. The cost of the upgrade day is just £205 and includes the cost of the separate examination. Find out more »

Who should attend Effective Email Marketing?

Anyone responsible for the planning or implementation of email campaigns who wants to improve results through the use of best practice tools and techniques.

How will I benefit from this training course?

The course will provide you with a complete range of tools, techniques and ideas for effectively initiating and managing an email marketing campaign. It will help improve your skills and knowledge in this increasingly popular form of new media marketing, allowing you to make a real impact of your company’s marketing communications.

Programme outline for Effective Email Marketing

Day one

The Business case for Email Marketing

• A brief history of email marketing
• The continued growth of on-line audiences
• Similarities and differences between BtoC, BtoB and Not-For-Profit email marketing
• Calculating ROI for email marketing campaigns
• Calculating lifetime value through the email marketing channel

Setting Objectives for Email Marketing

• Developing SMART objectives and aligning them to broader business goals
• Integrating email marketing with off-line promotional activity
• Integrating email marketing with other digital techniques
• Establishing measurement tools for efficiency and effectiveness
• Resource management and service level agreements for the organisation

Data Gathering and Managing Customer Data

• Legal issues and best practice guidelines
• Developing the Email Value Exchange
• 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

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
• Personalisation capabilities through data and broadcast tools.
• Programmes for designing and producing email creative

Email delivery and message rendering

• The latest ISP techniques for Spam monitoring –authentication, reputation and accreditation
• Best practice delivery guidelines and delivery monitoring tools
• ISP and email client rendering capabilities – the challenges we face
• Templates that render properly in the widest range of email clients

Day two

Creative guidelines

• 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?

Testing in email marketing

• 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

Customer Lifecycle Marketing

• Identifying the customer life-stages and developing appropriate messaging programme
• Email as an acquisition tool – list rental, list sharing and viral
• Email for prospect conversion and re-activation
• Alerts and triggered campaigns

Campaign 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

Free Guide to Email Marketing

All delegates will leave the course with our exclusive FREE Guide to Email Marketing. This useful desk-top reference tool will ensure that delegates are ready to apply the knowledge they have gained as soon as they return to their 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

Course tutors

David Hughes Dip DM, M IDM runs an independent digital marketing consultancy, Non-Line Marketing, and has over 8 years experience of email and internet marketing. His areas of specialisation include on-line data gathering, developing email marketing communication programmes and integrating email marketing with traditional direct marketing channels.

For the past 5 years he has been a Strategic Consultant with Emailvision, a pan European email technology provider, helping client and agency partners with the strategic, technical and operational issues affecting email campaign success. He works with companies such as Telegraph, Kangol, Institute of Directors and 3M and has experience of email in both the BtoB and BtoC sectors. David is also the Director of the Tank! On-Line Marketing Action Group, delivering thought leadership programmes for the client marketing community and is author of the DMA UK Email Marketing Benchmarking Report.

David spent 7 years at Claritas (now Acxiom) as the European Data Acquisition Manager generating over 8 million survey responses per year across 7 countries. This off-line, high volume direct mail experience allows him to apply direct marketing techniques to email marketing programmes. He gained an IDM Diploma, with Distinction, in 1992, is a regular speaker for the Direct Marketing Association on email issues and is a member of the IDM Digital Marketing Examination Board and a Course Tutor for the IDM Diploma in Digital Marketing

David is also a training course tutor for the following IDM training courses:
Complete Digital Marketing
Effective Business-to-Business Email Marketing

Guest speakers

Mike Teasdale F IDM is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities, including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.

He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.

Mike is also a tutor for the IDM Diploma in Digital Marketing.

Susan Young is Retention ad Communication Manager (E-Commerce) at Screwfix Direct and has increased email revenue by approximately 40% through implementing a combination of testing, segmentation and design improvements. Susan is also responsible for onsite user generated product reviews at Screwfix, which drives trust in both the product and the Screwfix brand, in turn driving sales. Coming from a background in business change, Susan is well-placed to drive changes in business practice to maximise sales in this tough economic climate.

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