Course Description
Anatomy of an email marketing program
Establish your email strategy-deciding whether to buy or build
Using email lists and databases-list types, sources, and leveraging existing customer databases
Produce engaging creative-message layouts, templates and formats
The art and science of testing-roadmaps, A/B splits and multivariate testing
Manage, track, and measure response-ROI and other KPIs
Agenda
1. Email Marketing: A Look Back, A Way Forward
History and evolution of email marketing and the factors influencing its future
Get the latest studies, facts, and figures on the state of email marketing
Forecast for email as part of overall marketing mix
2. Permission Based Email Marketing
Why permission is the foundation of successful email marketing
Opt-out and opt-in and the shades of gray in between
3. Basics of Email Marketing
Lists
Subscription methods
Content
Integration
Deliverability
Actions
Analytics and metrics
4. Permission, Laws, and Deliverability
Understanding US and Canadian legislation
Role of ISPs in deliverability
Spam-fighting and credibility-building tactics
5. To Buy or Build
Decisions. Decisions. Decisions.
Knowing your capabilities, limitations, budget, timing
Custom-built or off-the shelf systems or licenses
ASP or fully managed email marketing solutions
A closer look at the ASPs and fully managed solutions
6. Email Marketing Strategies
List acquisition and segmentation
Personalization and creative execution
Integrate with social media
Alignment with website content strategy
Drive offline behaviors
Test. Measure. Repeat.
7. Bringing Process to Email Marketing
Planning and utilizing an editorial calendar
Templates for product launches, promotions, and newsletters
A repeatable process for gathering and preparing content
Establish your approval process to allow for efficient reviews and approvals
Analysis is often overlooked. Go beyond opens, reads and clicks. Check conversion, too
Post mortem analysis for lessons learned, recommendations for future improvements
8. Email Lists and Databases
Winning strategies for targeting and reaching your audience via email
Understanding list types: in-house, rented, purchased, and so forth
Knowing where that list came from
Breathe life into that old customer list with NCOA and email append
Leverage social media to drive email subscriptions
9. Best Practices: Creative That Sells
Message layout and design
Use templates specific to purpose
The offer
Coupons, sweepstakes, deadlines, daily deals, and more
Message formats: text, HTML, mobile, social media
Opt-out
Email on the go-designing email for mobile devices
Getting advanced creative tactics right, from video to viral marketing
10. Learn the Art and Science of Testing
What's working? What isn't? How will testing give you the answers?
Defining a test roadmap and priority
Structuring test matrices and series
A/B Split testing
Multivariate testing and optimization in email
11. Triggered and Automated e-Dialog Campaigns
Dialogue-building and trigger-based marketing
Intro to timing, frequency, trigger, and email dialog strategies
12. Manage, Track, and Measure Response
Learn the four types of meaningful email marketing measures
Email campaign process metrics (and calculations) de-mystified
Formulas and methods for response analysis-presented in plain English
Feedback and influence measures-why they're essential today
How to measure email campaign ROI, AOV and other contribution KPIs
13. Making the Business Case to the C-Suite
The right KPIs
State of the union meeting
Communicate differently
Creative sells
Business plans, not theory, get financial support
Audience
This intense email marketing training course immediately benefits any professionals who wish to maximize their return on marketing investment. The following are just a few of the individuals who will benefit from this course:
Small business owners
Marketers
Product or agency professionals
Communication specialists
Directors
Any individual seeking to break into online marketing