| Date | 15th June 2010 (9:30am – 4:30pm) |
|---|---|
| Venue | BSG House, London, United Kingdom |
| Trainer | Mike Teasdale |
| Duration | 1 day |
| Cost | $745.00 |
About the course
Overview
Econsultancy’s Email Marketing Census highlights that almost three-quarters of companies rate email marketing as “excellent‟ or “good‟ in terms of return on investment. However, the report also shows that marketers are becoming complacent by continuing to overlook email marketing best practice, even though they are sending significantly more emails and spending more budget on this channel.
Program
Email is still an important means of talking to your customers – but you’ve got to make your communications stand out and actually get read.
This practical course will demonstrate how results and deliverability can by significantly improved by addressing common issues within all aspects of email marketing, from planning, setting realistic objectives and strategies, through to improving deliverability, ensuring your emails actually reach your target audience and testing - making sure that you’ll be able to continually improve your campaigns, boosting results and profitability.
Who should attend?
This course is ideal for those with limited experience of email marketing looking to improve their knowledge of the channel, or anyone who manages email marketing campaigns and wants better results from their communications.
How will I benefit?
Upon completion of this course, you’ll be able to:
- Dramatically improve your email marketing results
- Sharpen your email marketing strategy, use testing techniques and evaluate ROI
- Ensure your emails reach their target audience
- Use registration and click stream data to personalise your campaigns
- Identify and avoid costly email marketing mistakes
What will I learn?
- 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 newsletter results
- Assessing current newsletter effectiveness beyond open and click rates
- Matching content and offers to audiences to achieve results
- Integrating newsletter and campaign activity
- Improving your newsletter templates to increase response
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.
Inquiries
, 0207 269 1470
An ideal follow-on from our Email Marketing course, our Advanced Email Marketing course takes a more in-depth look at email marketing strategy. You will also have the opportunity to submit examples of your email marketing campaigns beforehand to be reviewed by an industry expert, who will provide practical feedback for improvements.
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.
