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The IDM Award in Email Marketing (Award EM)

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

Email Marketing (Award 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 award 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
3 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 submit your booking online or via email, if you would like to discuss your application or have any questions please call us on 020 8614 0277.

When is the closing date for applications?

For all face-to-face courses (i.e. intensive and day-release) we require your application form the week prior to the course commencing.

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 Award 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 Award in Email Marketing and use the honorifics you must successfully pass 1 assignment and 1 exam.

You will have 5 weeks to complete the assignment and 3 hours to complete the exam.

Exams take place in June and December at regional venues.

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


Kath PayKath 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 BuntingJames 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.

Tim WatsonTim 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.

Why ambitious marketers choose the IDM Award


"This is an informative, professionally delivered course, which is interesting and thought provoking. For anyone looking to stimulate and supplement their current experience or to build upon their knowledge of email marketing, this course is highly recommended. "

Simone Peacock, Director, iChilli Ltd

"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

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