| Date | 15th October 2010 (9:30am – 5:00pm) |
|---|---|
| Venue | Econsultancy London, London, United Kingdom |
| Trainer | Mike Teasdale |
| Duration | 1 day |
| Cost | $965.00 |
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
Mike Teasdale
Planning Director, Harvest Digital
Mike Teasdale is Planning Director at Harvest Digital, a specialist online marketing agency. Harvest Digital helps clients to exploit online marketing opportunities, including email, online advertising, search engine marketing, microsites and tracking/reporting. Current clients include Tesco, Plan, 3M and Auto Trader.
Before Harvest Digital, Mike worked as a consultant with Answerthink (www.answerthink.com), where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National. He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.
Mike makes regular contributions to publications and industry groups and events. He has a BA and MA in English Literature from Leeds University and is a visiting lecturer at the University of Westminster.
Venue
Econsultancy London
Nearest tube stations:
Farringdon (Circle, Metropolitan, Hammersmith & City) or Chancery Lane (Central Line)
Inquiries
, 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.
We also run Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks. These include Analytics and Optimization, Integrated Marketing Communications and Online Selling, Merchandising and Promotion.
