| Date | 12th November 2008 (9:30am – 5:00pm) |
|---|---|
| Venue | BSG House, London, United Kingdom |
| Trainer | David Hughes |
| Duration | 1 day |
| Cost | $645.00 |
About the course
Overview
This one-day course fuses strategic email marketing training with workshop discussion time. Submit work for feedback from an expert on the day. Other participants will also consider your work and contribute with group discussions. Numbers strictly limited.
Who should attend?
Experienced marketers or agency staff who feel they have reached a plateau in their email marketing performance and need an injection of fresh thinking from outside their own company or industry. You will probably have at least a year’s experience working on email campaigns and be familiar with creating multi-part messaging, tracking and reporting as well as managing data for email campaigns.
How will I benefit?
Few training courses and seminars give you a chance to bounce your own work and strategy off a group of experienced practitioners. You will share your challenges and work with other marketers to identify improvements in your activity giving you the opportunity to reflect on your own campaigns through comparisons with other marketers.
What will I learn?
The key leverage points for campaign success ranging from the fundamentals such as setting objectives, data gathering, contact frequency, personalisation and deliverability to the latest industry news and developments. How reviewing themes and issues (both UK and globally) can enhance your campaign and what an industry expert and other delegates think of it, what does and doesn’t work and how to improve it.
Session One - Leave no stone unturned
Run through the key leverage points for campaign success including Setting objectives, Data gathering, Contact frequency, Personalisation and Deliverability
• Setting objectives – developing successful outcomes
• Data gathering – integrating registration, click-stream and transactional data
• Contact frequency – how much is too much
• Personalisation – dynamic and conditional content
• Deliverability update – authentication and reputation management solutions
Session Two - Industry news and developments
A review of themes and issues both UK and globally
• Benchmarking – latest trends and insights
• Reports – who is doing what with email...an Econsultancy briefing.
Session Three - Campaign Master-class
An opportunity for you own campaigns to be critiqued by the workshop leader and the other delegates to improve their effectiveness
• Feedback from “Live” campaign from David
• What works well, what could we test?
• Next steps for campaign improvements
Trainer
David Hughes
Digital Marketing Consultant, Non-Line Marketing
David runs an independent digital marketing consultancy, Non-Line Marketing, which helps clients get the most out of their on and off-line integrated communications. His experience of off-line direct marketing allied to over 10 years experience in digital marketing allows him to identify and exploit cross-channel opportunities. In a world where digital and traditional worlds are beginning to collide, David helps clients optimise both these techniques.
David has been working in the digital marketing field for over 10 years, initially as the New Media Development Manager at Claritas (now Acxiom), and then for 6 years as a Strategic Consultant at Emailvision. Before this he was the Data Acquisition Manager for Claritas Group Operations developing high-volume off-line consumer survey programmes across Europe.
In the data-driven digital world this breadth of experience gives David insight into the critical areas of on-line marketing:
- Database strategy and management
- Data gathering both on and off-line
- Email marketing strategy, technical and operational issues
- Creating seamless email and web customer journeys
- Integrating digital with other channels
Over the past 5 years David has been working at the heart of the digital marketing world. He is the Course Tutor for the Institute of Direct Marketing's Diploma in Digital Marketing qualification as well as being a member of the Certificate and Diploma in Interactive Marketing Examination board and a member of their Digital Marketing Council. A number of professional short courses are run by David including BtoB Email Marketing, an advanced 2 day email marketing course and a three-day "Complete Digital Marketing" programme.
As a founder member of the Direct Marketing Association Email Marketing Council he has worked on many industry initiatives and is a regular speaker for the DMA on email legal, strategic, creative and multi-channel issues. He is the author of the DMA/tank! Email Marketing Benchmarking Report that provides insight into email key performance indicators on a quarterly basis.
David works with a number of organisations, both BtoB and BtoC, helping them to understand and optimise digital marketing opportunities. He also works with technology providers and agency partners to add a "professional services" dimension to their offering. Working directly with clients, David exploits the opportunities that digital marketing creates from gathering profile data, developing testing strategies through to building and analysing contact and conversion strategies. His specialist knowledge of email marketing data, creative and broadcast technologies allows companies to "fast-track" their email marketing programmes so they deliver better results more efficiently.
In 2006 the Chartered Institute of Marketing invited David to join their Faculty of Speakers of their Training Academy and David delivers in-company training and consulting for their client partners. Finally, David is Director of the Tank! On-line Marketing Action Group, an invitation-only client-only marking community. David develops "thought leadership" programmes so that members can understand and better manage critical on-line marketing issues in a 12-18 months time frame.
