Email Marketing (With Pure)

Course objectives:
You will understand how e-mail can be used to gain, keep and develop customers, the choices involved in following a permission strategy and how e-mail fits in with your online and offline communications mix. You will know how to plan and implement an effective e-mail campaign, how to write killer email copy, how to measure the results, and have a context within which to assess and analyse the campaign.
Course content:
Course Summary
With the latest theory in successful email marketing, real life best practice examples, hands-on interactive exercises and a free trial of the Pure email marketing toolset. This course will give you the confidence to build e-mail into your marketing strategy, takes you through the practical issues involved in planning and implementing an e-mail campaign, and gives you a five step structure for planning your own campaign. Delegates also get a free 30 day trial of the Pure email marketing tool following the course.
Course Content
Part One - E-mail as Part of Your Marketing Strategy
Realising the medium's full potential means understanding its use as part of an on-going strategy for getting, keeping and developing customers. We examine the strengths and weaknesses of current 'permission-based strategies', see how they fit with established direct marketing models like Relationship Marketing - and survey best practice.
Part Two - Planning and Executing Your E-mail Campaign
With the aid of numerous case history examples and some hands-on interactive exercises, you'll work through the decisions and processes involved in planning and implementing an effective e-mail campaign in detail.

The planning stage

How to target the online users you want

What expectations should you have for your campaign? Setting realistic goals

What resources should you expect to commit?

Time frame and testing - how the instantaneous nature of e-mail response shortens marketing cycles

'Test and test again'

Part Three - build your own email campaign
We walk you through the technical issues and software requirements of sending your e-mails out including:
Your Five Step E-Mail Marketing Plan Checklist

STEP 1 - Understand Campaign Aims/Goals/Objectives

STEP 2 - Choose Target Recipients

STEP 3 - Create the Messages

STEP 4 - Send the Messages

STEP 5 - Evaluate the Campaign, Make Improvements