The IDM Award in Email Marketing (Award EM)
|Jul 2013 (1x2 days + 1 day)||Intensive||Teddington||£1,345||£1,495|
|Oct 2013 (1x2 days + 1 day)||Intensive||Teddington||£1,345||£1,495|
|Dec 2013 (1x2 days + 1 day)||Intensive||Teddington||£1,345||£1,495|
* All prices exclude VAT
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.
Module 1: State of the market
Evaluating the use of email as a marketing tool
- 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
Setting objectives and messaging strategies to achieve the right results
- 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
Understanding what, when and how to measure
- What to measure and when
- Setting up a dashboard
- Comparing results and benchmarking
Module 4: Building a quality list
Reviewing the importance and value placed on good quality data
- 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
Understanding design requirements for different media
- Creative and coding guidelines
- Design for mobile
- Rich media (video, animation, voice etc)
- Campaign briefing and success criteria
Module 6: Getting it delivered
Identifying the key factors affecting email delivery
- Delivery methods
- How filters work
Module 7: Testing and optimising
Building a test plan and understanding the importance of testing
- 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
Assessing future opportunities within email marketing
- The ever-changing trends in email marketing
- In house/outsource
- What's next
Module 9: Triggered/automated emails
Exploring the benefits and technical requirements required for automation
- Logistical/technical requirements
- Conversion abandonment
- Welcome series
Module 10: Advanced segmentation
Improving email marketing efficiency through segmentation techniques
- Lifecycle marketing
- Behavioral targeting
- Dynamic content
Module 11: Multichannel
Maximising your email impact through multichannel initiatives
- Social, mobile, direct, telemarketing, blogs, website etc.
- holistic/integrated marketing
Module 12: Lifetime value
An overview and introduction to lifetime value
- An introduction
- Budget setting
- Managing suppliers
Module 13: Acquisition of new customers
Exploring the opportunities to acquire and convert customers
- Legal and trust
- Lead generation/nurturing
- Welcome/onboarding programmes
- Trial conversion programmes
Module 14: Retaining existing customers
Effectively crafting your email content to increase customer retention
- Assignment briefing
- Exam briefing
- Questions and answers
- Background to the company and task
- Report audience, tone of voice and presentation format
- Word count, marking scheme, deadlines and submission details
- 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
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.
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
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.
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.
If you have any queries, please contact the team on 020 8614 0277 or email email@example.com.