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You will learn to:

  • Evaluate the use of email as a marketing tool for your business
  • Set objectives and messaging strategies to achieve the right results
  • Understand what, when and how to measure
  • Explore the opportunities for harnessing technology and wider channels
  • Improve email marketing efficiency through segmentation techniques

Course availability 

start location member non-member places left
Canary Wharf (E14 5AP) £549.00 £599.00 3
Central London £549.00 £599.00 6
Central London £549.00 £599.00 6

NB: Prices above subject to VAT.

Course information


Email Marketing: setting the scene

  • Why email marketing?
  • Strengths of email marketing
  • Challenges and threats
  • Usage cases and the variety of email

Strategy, objectives and approach

  • Defining goals and objectives
  • Choosing the right messaging strategy
  • Vendor selection
  • Types of content, types of emails, timing and frequency
  • Acquisition as well as retention via email

Analysing the results

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

Communications Strategy

  • Marketing automation
  • Triggers and remarketing
  • Welcome series
  • Transactional and other email types
  • Multichannel and social media integration

Advanced segmentation and targeting

  • Persona-based targeting
  • Lifecycle marketing
  • Behavioural targeting
  • Dynamic content

Future trends

  • The ever-changing trends in email marketing
  • In house/outsource
  • Future-proofing your programme
  • What's next
who should attend?

This course is suitable for all marketers with at least 6-12 months experience, responsible for the planning or implementation of email campaigns, who want to see an immediate improvement in campaign results.

Previous delegates include:

  • Ecommerce Marketing Co-ordinator (Ted Baker)
  • Marketing Manager (Helpful Holidays)
  • Senior Marketing Camapaigns Analyst (SAGE Publications Ltd)
  • Senior Marketing Executive (Pruprotect)
  • Product Manager (PDSA)
Enrol onto ‘Email Marketing: Strategy’ course and receive the ‘DMA Email Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Steve Kemish F IDM, Managing Partner, JunctionAgency

Steve 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 most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.

A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

Stephen Pratley

Stephen Pratley a 20-year veteran of email marketing having sent his first campaign for the publisher Longman in 1995. Since then he has launched the consultancy divisions of three email service providers, sat on the DMA Email Marketing Council and helped dozens of businesses plan execute and measure the returns from their email marketing activity. Stephen has worked with many clients in publishing and retail including Reed Business Information, EMAP, IPC, Debenhams, Argos, Direct Wines and Unilever. After selling Shine Marketing - the retail ecommerce agency he founded in 2007, he consults with marketing service and technology businesses to automate their lead generation and email follow-up processes. He writes and speaks regularly for trade publications, conferences and industry bodies.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

Great course – I came away with a list of practical things I can implement back in the office.

Fiona Auty,
Head of Communications, National Physical Laboratory

With thanks to our sponsor
The IDM would like to thank our sponsor Adestra whose valuable support helps the IDM to fund our education and training programmes.

Adestra have been providing enterprise-level digital marketing technology solutions to organisations around the globe since 2004. Their clients trust their proven email, automation, social and mobile marketing technology to deliver successful and cutting-edge marketing programmes to their valued customers.

For more information on Adestra's solutions please email

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet,

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