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You will learn to:

  • Evaluate the use of email and set the right objectives for your business
  • Understand the importance of good data, testing and of measuring results
  • Understand the influence of design and copy
  • Explore opportunities for harnessing technology and wider channels
  • Develop the right segmentation and targeting strategies for your audiences 

Course availability 

start location member non-member places left
Central London (W1W 8SS) £955.00 £1125.00 8
Central London (W1W 8SS) £955.00 £1125.00 9

NB: Prices above subject to VAT.

Course information

programme

Day 1 - Strategy

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

Day 2 - Tactics

Data: Setting the foundations

  • Legal compliance, privacy and trust
  • On-site and off-site acquisition tactics
  • List hygiene, maintenance and opt-in/opt-out processes
  • Value of an email address
  • Quality versus quantity of an email database

Designing and writing for email

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

Deliverability and sender reputation

  • How spam filters work
  • Reputation
  • Authentication
  • Engagement - emotionally unsubscribed and apathy

Testing and optimising

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

Lifetime value and Retaining and maximising existing customers

  • An introduction to lifetime value, including budget setting
  • Making the most of social, mobile, direct, telemarketing, blogs, website and more
  • Holistic/integrated marketing
  • Loyalty and CRM
  • Newsletters
  • Conversion and up/cross selling
  • Mapping customer touch points
who should attend?

This course is designed for marketers responsible for the planning or implementation of email campaigns who want to improve results through the use of best practice tools and techniques.

Previous delegates include:

  • Senior Marketing Manager (The Sanctuary)
  • Senior Planning Executive (EDF Energy)
  • International Marketing Executive (Harrods)
Enrol onto ‘Email Marketing: Strategy and Tactics’ 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.
tutors

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.

venue

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.

testimonials
Every minute has counted. Well worth the journey and time away from the office. Thank you for giving me some more tools to enable me to do my job better

Rachel Hammond,
Watson-Marlow

The course is well suited to marketing professionals seeking to improve email communications and develop effective digital strategy

Joe Kendrick,
T.Quality

Sponsorship

With thanks to our sponsor
adestra-logo.png
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 moreinfo@adestra.com

With thanks to our sponsor

right"adestra

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 moreinfo@adestra.com

The trainer’s background knowledge and understanding of the wider concepts of fundraising for a hospice were very useful in this specific piece of direct marketing work. As a result of this assignment we now have a clear plan of action to implement which is...

Chief Executive,
Local Charity / Hospice based in Greater London

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