Email continues to be an outstanding customer communications tool despite the challenges of deliverability, inbox stand-out and list member dormancy. In this course, an email marketing expert will show you how to improve results by addressing the challenges that all email marketers face.
The course will show you how to develop strategies to:
• Improve deliverability and email view-ability through minimising the impact of SPAM filters and different email reader platforms
• Use creative, copy and targeting to achieve stand-out within the inbox which converts readers to action
• Increase engagement of list members through varying email frequency, content and offers
WHO IS THE COURSE FOR?
You will find this course most useful if you have some experience of email marketing. It is designed for marketers or agency staff who are already managing email marketing campaigns or e-newsletters who want to squeeze more out of their communications.
HOW WILL I BENEFIT?
After attending this course, you will be able to:
• Produce a plan to improve the results from email campaigns or e-newsletters
• Select the most appropriate segmentation and targeting options
• Devise approaches to maximise deliverability and view-ability
• Adopt an approach of continuous improvement to your campaigns
WHAT WILL I LEARN?
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 e-newsletter results
• Assessing current e-newsletter effectiveness beyond open and click rates
• Matching content and offers to audiences to achieve results
• Integrating e-newsletter and campaign activity
• Improving your e-newsletter templates to increase response
WHO IS THE WORKSHOP LEADER?
David Hughes runs an independent digital marketing consultancy, Non-Line Marketing, and has over 8 years experience of email and internet marketing. His training and consultancy areas of specialization include on-line data gathering, developing email marketing communication programmes and integrating email marketing with traditional direct marketing channels.
For the past 5 years he has been a Strategic Consultant with Emailvision, a pan European email technology provider, helping client and agency partners with the strategic, technical and operational issues affecting email campaign success. He works with companies such as Telegraph, Kangol, Institute of Directors and 3M and has experience of email in both the B2B and B2C sectors. David is also the Director of the Tank! On-Line Marketing Action Group, delivering thought leadership programmes for the client marketing community and is author of the DMA UK Email Marketing Benchmarking Quarterly Report. He is a regular speaker for the Institute of Direct Marketing and the DMA on email marketing issues.
David spent 7 years at Claritas (now Acxiom) as the European Data Acquisition Manager generating over 8 million survey responses on and off-line per year across 7 countries. The off-line, high volume direct mail experience allows him to apply direct marketing techniques to email marketing programmes.
