Email Marketing: Strategy and Tactics
In this 2-day course you'll go step by step through the planning, creation and delivery of high quality email campaigns. Learn how to get better response, more conversions and higher ROI. Gain the confidence to optimise all aspects of your email marketing.
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
Upgrade this course to our IDM Award in Email Marketing to receive a qualification for your studies.
Details
- Level
- Intermediate
- Duration
- 2 days (14 CPD hours)
Course Information
Programme
An introduction to email marketing
- Understand the role of email marketing.
- Evaluate the use of email marketing as a tool.
- Assess the strengths and weaknesses of email marketing.
Developing an email marketing strategy
- Identify who you should send your emails to.
- Plan when you should send your email.
- Understand what to include in your email.
- Understand where the resources come from and why you are sending your emails.
- Identify your goals and messaging strategy.
What is an email list and how do you grow one
- Understand the sign up form.
- Learn how to gain valuable data about your subscribers.
- Learn to drive traffic to your sign up form.
Triggered and automated emails
- Learn the benefits of automation.
- Understand the technical requirements for automation.
Optimise your design and structure in your email campaign
- Understand the design requirements for different media.
- Learn how to optimise email for mobile.
- Identify wireframes and useful templates for your emails.
Create engaging content in your email campaigns
- Learn to write clear and persuasive copy.
- Learn how to make your content stand out.
- Understand how to use imagery in your emails.
Preparing to go live
- Identify the factors affecting email delivery.
- Understand filters and white lists.
- Learn how to keep your data clean and to high quality.
Optimising your email campaign
- Understand what, when and how to measure.
- Understand how to optimise list growth.
- Learn to set up a test plan.
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.
Tutor
Kate Barrett Dip DigM
Kate Barrett is the founder of eFocus Marketing and The Email Marketing Academy, providing specialist email marketing consultancy, management and training services to companies around the world.
With a proven track record and over 12 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, to target subscribers with the right message, sent to the right person, at the right time, implement, manage and optimise those campaigns, as well as solve complex email marketing issues including deliverability challenges.
Some of the companies she has worked with/trained include Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others.
Having been an elected member of the DMA Email Council for 3 years, regularly speaking at events, blogging, being a contributor to Smart Insights and a trainer for the IDM, Kate is always up to date with the latest email marketing news, trends and techniques to feed her passion for the industry.
Kate is the author of the soon to be published book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (published 2018)
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.
Kate Barrett Dip DigM
Kate Barrett is the founder of eFocus Marketing and The Email Marketing Academy, providing specialist email marketing consultancy, management and training services to companies around the world.
With a proven track record and over 12 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, to target subscribers with the right message, sent to the right person, at the right time, implement, manage and optimise those campaigns, as well as solve complex email marketing issues including deliverability challenges.
Some of the companies she has worked with/trained include Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others.
Having been an elected member of the DMA Email Council for 3 years, regularly speaking at events, blogging, being a contributor to Smart Insights and a trainer for the IDM, Kate is always up to date with the latest email marketing news, trends and techniques to feed her passion for the industry.
Kate is the author of the soon to be published book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (published 2018)
Venue
London (W1W 8SS)
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
A well structured course, really helpful, good venue, good structure to the day. Lunch and refreshments were really good. A great insight into industry knowledge and real life experience, making it relevant to our businesses is really useful.
Emilie Arthur,
RIFT Group
The course is well suited to marketing professionals seeking to improve email communications and develop effective digital strategy.
Joe Kendrick,
T.Quality