About the course
If you've reached a plateau in your email marketing performance and need an injection of fresh thinking from outside your company or industry, this course is for you.
As well as advanced strategic email marketing training, this session will give you the opportunity to have your own email campaigns reviewed by an industry expert who will provide practical tips for improvement. Strictly limited to 8 places to allow for plenty of interaction, you'll also be able to bounce your ideas off other experienced marketers.
Econsultancy's Email Marketing Industry Census highlights that a large proportion of email marketers feel that lack of strategy is a significant problem. If you feel you have covered the basics of email marketing, this advanced course will cover the key leverage points for strategic success.
This course fuses strategic email marketing training with workshop discussion time -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.
Who should attend?
This course is ideal for experienced marketers or agency staff looking to move their email marketing campaigns on to the next stage, encompassing the latest advanced techniques. You will 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?
Upon completion of this course, you'll be able to:
- Adopt the very latest advanced email marketing techniques, strategies, tactics and technologies
- Emphasise the importance of sophisticated testing and optimisation techniques to continually improve your campaigns
- Understand the challenges faced by and practices used by your experienced email marketing peers from various industries
- Use the latest trends, themes and insight
What will I learn?
Session One: Start at the beginning...
The state of email marketing and it's challenges. Building an effective email marketing programme, which includes:
- Creating a strategy
- Understanding the value of an email address
- Building subscriber personas
- Calculating the lifetime value of a customer
- Utilising RFM (Recency, Frequecy, Monetary) analysis
Lifecycle marketing - triggers and behavioral targeting, content and contact strategy
- Growing your list - including offline, online, viral and data acquisition
- Retaining your list - welcome programmes, preference centres
- Winning back your list
Session Two: Creative and Optimisation
Designing for email, including:
- Using wireframes
- Designing for images blocked
- Designing for the mobile audience
Testing and optimising, including:
- Understanding your results
- Measuring the relevant metric
Sending the right email to the right person, including:
- advanced segmentation
- dynamic content
Writing copy for optimum conversions
Session Three: Last but not least...
Integrating email with other channels
What to look out for in the future...
Campaign critique and improvements
Plan to Engage
Kath Pay co-founded Ezemail, one of the pioneers of the email marketing industry in Australia in 2001, and expanded it into a global organisation in five years. In the twelve years that she has worked in the sector both as an ESP and as digital and email marketing consultant, Kath has played an integral part in making email marketing the successful channel that it is today, not only in the UK but also in Europe and the USA.
Kath is currently chair of the Events and Communications Hub of the UK DMA's Email Marketing Council and is editor of its newsletter Infobox which has 6000 subscribers. In addition she is a regular blogger on many industry blogs, and speaks at both national and international industry events.
; 0207 269 1470
If you need to cover the essentials of email marketing, we recommend attending our Email Marketing course before moving on to the advanced session.