| Date | 24th July 2008 (9:30am – 4:30pm) |
|---|---|
| Venue | BSG House, London, United Kingdom |
| Trainer | David Hughes |
| Duration | 1 day |
| Cost | $545.00 |
About the course
Overview
Email continues to be invaluable as a customer communications tool despite ongoing challenges centred around deliverability and in-box standout. An email marketing expert will demonstrate how results and deliverability can by significantly improved by addressing common challenges head-on.
Who should attend?
It’s useful to have some experience of email marketing is required, but the course is suitable for anyone who manages campaigns or enewsletters and wants better results from their communications, whether in-house or agency staff.
How will I benefit?
You will use targeted online marketing techniques and strategies to maximise deliverability and ensure that your messages reach the appropriate target. This in turn, will enable you to adopt an approach of continuous improvement with your online marketing campaigns to boost results and profitability.
What will I learn?
All aspects of email marketing planning, from setting realistic objectives and strategies through to improving deliverability. This in-depth course will cover the following topics:
Email marketing planning
• Setting realistic objectives
• Reviewing options for email communications preferences and profiles
• Defining an appropriate touch strategy
• Getting the most from your list through segmentation and targeting
• Strategies to improve deliverability
• Briefing on the latest privacy laws, guidelines and codes
Improving email campaign results
• Defining multi-message campaigns
• Multichannel marketing - integrating email with offline marketing
• Using behavioural / response-based targeting
Improving enewsletter results
• Assessing current enewsletter effectiveness beyond open and click rates
• Matching content and offers to audiences to achieve results
• Integrating enewsletter and campaign activity
• Improving your enewsletter templates to increase response
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.
