Email Marketing: Advanced Course

Benefits to you and your employer:

Benefits to your employer:

The Email Marketing: Advanced course is packed with best practice examples and in-depth practical advice on a range of email marketing topics.

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. 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.

Benefits to you:

Each session will also include a practical summary and checklist to help you apply the key learning outcomes to your own business.

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 £300 and includes the cost of the separate examination. Find out more »

Who should attend:

The Email Marketing: Advanced 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
• Clients
• Account handlers

Previous delegates include:

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

Programme outline

The Email Marketing: Advanced course provide 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

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

Training course tutors

Kath Pay is founder of Plan To Engage and is one of the pioneers of the email marketing industry in Australia. In the 12 years that she has worked in the digital marketing industry, Kath has developed a reputation as an email marketing expert through her insights into the industry which are documented via the DMA Email Council’s blog. Kath is also a member of the UK DMA’s Email Marketing Council.

Chris Combemale F IDM is the Executive Director of the Direct Marketing Association with overall responsibility for all DMA activity in the UK.

Chris is a dual French/US citizen with over 30 years digital marketing, advertising, and direct marketing experience in Europe, the USA and Asia/Pacific.

From 2000 to 2009, Chris developed Emailvision into Europe’s leading email service provider (ESP) in his dual roles of Chief Operating Officer and UK Managing Director. Emailvision currently has offices in 18 countries.

Chris launched his career in New York with Young & Rubicam and his 12 years at Y&R included founding the Wunderman direct-marketing office in Singapore in 1992 and managing the Wunderman office in Hong Kong. Chris moved to London in 1994 as European Direct Marketing Director for Franklin Mint and created his own on-line catalogue company (Living Heritage) in 1998.

In addition to his commercial activity, Chris has taken a lead in industry issues including legislation, best practice and education. Chris is a frequent lecturer on IDM qualifications and developed the IDM’s Award in Email Marketing, UK’s only formal email qualification.

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 course tutor for the training course Customer Acquisition: Planning and implementing effective programmes and one of the speakers for Effective Business-to-Business Email Marketing and the IDM Diploma in Digital Marketing.

Susan Laurie Dip DigM is Retention and Communication Manager (E-Commerce) at Screwfix and has increased email revenue by approximately 40% through implementing a combination of testing, behaviour-driven emails, segmentation and design improvements. Susan is also responsible for areas of social marketing at Screwfix, driving engagement, trust & sales across the Screwfix brand. 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.

Susan is also one of the speakers for the IDM Award in Email Marketing.

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.