Email Marketing - Advanced Training

Date	June 18 2012 (9:30am – 4:30pm)
Venue	Econsultancy London, London, United Kingdom
Trainer	Kath Pay
Duration	1 day
Cost	$1,065.00

About the course

Overview

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.

Program

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

Landing Pages

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

Trainer

Kath Pay

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.