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The IDM Professional Certificate in Email Marketing (Cert EM)

Take the specialist's fast-route to professional recognition. Graduates will be fully conversant with best-practice and have mastered the full toolset to initiate, manage and evaluate email campaigns

Start date Delivery Location Member Non-member Exam fee Book
Feb 2016 (2 days)
Intensive Teddington £1,570 £1,740 £75
  • Starting:
  • 11 Feb 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 11-12 Feb 2016
  • Exam date:
  • 21 Mar 2016
Apr 2016 (2 days)
Intensive Teddington £1,570 £1,740 £75
  • Starting:
  • 19 Apr 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 19-20 Apr 2016
  • Exam date:
  • 20 Jun 2016
Jun 2016 (2 days)
Intensive Teddington £1,570 £1,740 £75
  • Starting:
  • 08 Jun 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 08-09 Jun 2016
  • Exam date:
  • 05 Sep 2016
Sep 2016 (2 days)
Intensive Teddington £1,570 £1,740 £75
  • Starting:
  • 21 Sep 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 21-22 Sep 2016
  • Exam date:
  • 05 Dec 2016
Nov 2016 (2 days)
Intensive Teddington £1,570 £1,740 £75
  • Starting:
  • 22 Nov 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 22-23 Nov 2016
  • Exam date:
  • 05 Dec 2016

* All prices exclude VAT

The IDM Professional Certificate in Email Marketing (Cert EM) is a highly coveted professional qualification recognised throughout the industry. Refreshed and updated, this syllabus is delivered by leading email marketing experts who will impart their insights and share their real-world experience of the technology, delivery methods, creativity and customer insight that is essential for successful email marketing today and crucial for tomorrow.

You will be qualified to:

  • Define an effective email marketing strategy
  • Adopt the best practices regarding trust, reassurance and legalities
  • Build effective and profitable online customer relationships
  • Implement advanced techniques of segmentation and automation for even better ROI

Who is it for?

This certificate is suitable for all marketers involved in email marketing and looking to boost open rates, click throughs and increase the quality of their email campaigns to maximise ROI.


This qualification is made up of 13 modules. You will also be required to complete one individual assignment and sit one exam.

Module 1: State of the market
Learning objective: Evaluating the use of email as a marketing tool.

Competencies developed:

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

Module 2: Knowing what you want to achieve
Learning objective: Setting objectives and messaging strategies to achieve the right results.

Competencies developed:

  • 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

Module 3: Analysing the results
Learning objective: Understanding what, when and how to measure.

Competencies developed:

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

Module 4: Triggered/automated emails
Learning objective: Exploring the benefits and technical requirements for automation.

Competencies developed:

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

Module 5: Advanced segmentation
Learning objective: Improving email marketing efficiency through segmentation techniques.

Competencies developed:

  • Lifecycle marketing
  • Behavioural targeting
  • Retargeting
  • Dynamic content

Module 6: Current and future trends
Learning objective: Assessing future opportunities within email marketing.

Competencies developed:

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

Module 7: Building a quality list
Learning objective: Reviewing the importance and value placed on good quality data.

Competencies developed:

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

Module 8: Designing your campaign
Learning objective: Understanding design requirements for different media.

Competencies developed:

  • Creative and coding guidelines
  • Design for mobile
  • Wireframe/templates
  • Persuasive copywriting

Module 9: Getting it delivered
Learning objective: Identifying the key factors affecting email delivery.

Competencies developed:

  • How filters work
  • Reputation
  • Authentication
  • Engagement

Module 10: Testing and optimising
Learning objective: Building a test plan and understanding the importance of testing.

Competencies developed:

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

Module 11: Lifetime value and Multichannel
Learning objective: An overview on lifetime value and maximising the impact of your emails through multichannel.

Competencies developed:

  • An introduction to lifetime value, including budget setting
  • Making the most of social, mobile, direct, telemarketing, blogs, website and more
  • Holistic/ integrated marketing

Module 12: Customer Journey
Learning objective: Mapping and leveraging touch points in the customer journey.

Competencies developed:

  • Mapping out customer touch points
  • Developing content strategies

Module 13: Retaining existing customers
Learning objective: Effectively crafting your email content to increase customer retention.

Competencies developed:

  • Logistical/technical requirements
  • Upsell/cross-sell
  • Loyalty
  • Newsletters
  • Persuasion
  • Conversion

Study options and locations

IDM Teddington jpgIntensive – Teddington, SW London
2 days face-to-face study which takes place at the IDM offices in Teddington, SW London


ICSStudyOption png

This programme can be fully customised and delivered to your staff in-house. For more information visit


How do I enrol?

You can enrol directly via the IDM website

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Study aids

All students will receive a free copy of the highly acclaimed "The Rebel’s Guide to Email Marketing: Grow your list, Break the Rules, and Win" By DJ Waldow and Jason Falls

Complimentary online membership

Every qualification student studying on an Intensive Certificate programme will receive complimentary online IDM membership, this allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

Exams and assessments

In order to attain the Certificate in Email Marketing and use the honorifics Cert EM you must successfully pass 2 online one hour exams and 1 assignment.

Pass marks and Grades

To pass this programme you will need a minimum of 60% in the assignment and exam.  In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.

View the full list of frequently asked questions about IDM qualifications »


stevekemishnew jpgSteve Kemish - F IDM, Managing Partner, Junction, is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider,consulted to numerous clients on digital strategy, and helped build one of the mostrespected and awarded B2B marketing agencies in the UK.

He has worked with the likes of npower, Skype, ITV, Motorola, Oracle, Lego & British Airways in both B2C and B2B. He has been sending (and receiving) digital marketing communication since the last century and spends his time teaching, speaking and writing on the subject. As well as his role at marketing agency Junction, he is the email marketing Editor-in-Chief for the IDM and he speaks throughout the world, aiming to enthuse and inspire fellow marketers as he goes. He is a guest lecturer at various universities and sits on both the IDM digital marketing and Superbrands councils.

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