The IDM Award in Email Marketing (Award EM)

Syllabus

Module 1: State of the market

Learning objectives:

Evaluating the use of email as a marketing tool

Competencies developed

• Manage organisational resources needed to apply digital technologies and techniques for marketing
• Define a process to optimise the contribution of digital technologies to their organisation.

Module 2: Knowing what you want to achieve

Learning Objectives:

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 objectives:

Understanding what, when and how to measure

Competencies developed

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

Module 4: Building a quality list

Learning objectives

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 5: Designing your campaign

Learning objectives

Understanding design requirements for different media

Competencies developed

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

Module 6: Getting it delivered

Learning objectives

Identifying the key factors affecting email delivery

Competencies developed

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

Module 7: Testing and optimising

Learning objectives

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 8: Current and future trends

Learning objectives

Assessing future opportunities within email marketing

Competencies developed

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

Module 9: Triggered/automated emails

Learning objectives

Exploring the benefits and technical requirements required for automation

Competencies developed

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

Module 10: Advanced segmentation

Learning objectives

Improving email marketing efficiency through segmentation techniques

Competencies developed

• Lifecycle marketing
• Behavioral targeting
• Retargeting
• Dynamic content

Module 11: Multichannel

Learning objectives

Maximising your email impact through multichannel initiatives

Competencies developed

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

Module 12: Lifetime value

Learning objectives

An overview and introduction to lifetime value

Competencies developed

• An introduction
• Budget setting
• Managing suppliers

Module 13: Acquisition of new customers

Learning objectives

Exploring the opportunities to acquire and convert customers

Competencies developed

• Legal and trust
• Lead generation/nurturing
• Welcome/onboarding programmes
• Trial conversion programmes

Module 14: Retaining existing customers

Learning objectives

Effectively crafting your email content to increase customer retention

Competencies developed

• Upsell/cross-sell
• Loyalty
• Newsletters
• Persuasion
• Conversion

Workshop

• Assignment briefing
• Exam briefing
• Questions and answers

Assignment briefing

• Background to the company and task
• Report audience, tone of voice and presentation format
• Word count, marking scheme, deadlines and submission details

Exam briefing

• What to revise, how to revise and how much time to spend
• Some hints and tips on time management and picking up marks
• Date and venue of examination

Study options

Intensive study - Teddington

Three days of intensive study at the IDM's training centre in Teddington, Middlesex. This is split into 1x2 day sessions, plus an additional day at a later date. Exams take place in June or December. Find out more »

In-house tuition - worldwide

The IDM also offers organisations an in-house option where we can deliver a flexible, bespoke programme on your own premises. The content for all study options is equally comprehensive, practical and highly relevant to today's marketing challenges.

While leading your students through the syllabus, our trainers will understand your marketplace and, where possible, develop individual exercises that link directly to your organisation's marketing programmes. In-company students still undergo our rigorous methods of assessment, including final exams, though we can compress their period of learning to suit. Email our team now for more information.

Study aids

All students will receive a free copy of the highly acclaimed Email Marketing: An Hour a Day by David Gilmour, Jenny Mullen and David Daniels.

"Excellent, relevant content. Lots of great tips to implement straight away and areas to explore"

Ben Slapp, Email Marketing Executive, RS Components

"I wanted to build my skills in email so I enrolled on the Award programme… it’s given me a much richer view of email marketing whilst at the same time giving me a rounder view of related areas such as social media. It even helped me get my current job. This is a great course and I’d recommend it to anyone with an interest in relationship marketing."

Graham Ellor Award EM, Cert DigM, M IDM, Senior Data Planner, Havas EHS

Tutors

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 the DMA’s Email Council 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. 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 and other triggered email programmes. 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.