Course Description
Learn to develop and implement a permission-based email program in this 2-day email marketing training course.
Which marketing channel has consistently produced the highest ROI over the last decade? Consider yourself well informed if you guessed email marketing. For more than ten years, countless marketing tactics and tools have rocketed onto the scene arrived and faded just as fast. However, only a handful of marketing channels have emerged as time-tested and proven and few as effective as permission-based email marketing.
Identifying the need for and establishing the business case for a permission-based email marketing program is just the beginning. The real work comes next; including, understanding legal complexities, deciding to buy or build, establishing internal processes, designing, developing and launching email campaigns as well as navigating through a rapidly changing environment where users receive email across a wide variety of devices.
This comprehensive course covers these potential pitfalls while helping you to develop your email strategy and build a case for email marketing in your company. In-depth topics include:
- Internal processes and benchmarks
- The challenges of the legal and regulatory landscape
- Overcoming deliverability issues
- Reviewing best practices in message layout and design
- List acquisition, segmentation, testing and optimizing
- Program analytics and reporting
- This valuable two-day email marketing training course will also help you to determine whether to build an in-house email system or to subscribe to a cloud-based software-as-a-service (SaaS) solution.
What you will learn in your two training days:
- Anatomy of an email marketing program
- Establish your email strategy – the buy vs. build decision
- 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
Substitution & Cancellation Policy:
You may cancel or reschedule up to 21 days prior to the start date of the class at no penalty. For any cancellation or reschedule requests within 21 days, the full course tuition is still due and not eligible for refund. Any paid tuition will be credited towards a future class and must be used within 12 months.
*Partner delivered courses may be subject to different cancellation terms
Agenda
Email Marketing Training — Day 1
I. 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
II. 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
III. Basics of Email Marketing
- Lists
- Subscription methods
- Content
- Integration
- Deliverability
- Actions
- Analytics and metrics
IV. Permission, Laws, and Deliverability
- Understanding US & Canadian legislation
- Role of ISP's in deliverability
- Spam-fighting and credibility-building tactics
V. Buy vs. 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 ASP's and fully managed solutions
VI. Email Marketing Strategies
- List acquisition and segmentation
- Personalization & creative execution
- Integrate with social media
- Alignment with website content strategy
- Drive offline behaviors
- Test. Measure. Repeat.
VII. 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
VIII. Email Lists and Databases
- Winning strategies for targeting and reaching your audience via email
- Understanding list types: in-house, rented, purchased, etc
- 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
Email Marketing Training — Day 2
IX. 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
X. 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
XI. Triggered and Automated e-Dialog Campaigns
- Dialogue-building and trigger-based marketing
- Intro to timing, frequency, trigger, and email dialog strategies
XII. 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
XIII. 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