Email Marketing: Building Effective Campaigns

This new one-day practical training course will equip you with email techniques, delivery methods and results analysis. Coupled with industry best practices and tricks of the trade, you'll know everything you need in order to create effective email marketing campaigns, from design to delivery to testing and analysis.

Benefits to you and your employer:

Benefits to you:

You will learn learn to:

• Define a solid email marketing strategy
• Build a robust and good quality database
• Implement best practices for designing and writing your emails
• Avoid email deliverability problems
• Design robust tests and optimise your email campaigns

Benefits to your employer:

Delegates will be able to create an email marketing strategy and put in place effective tactics to grow your database. Employees will also be able to create and implement a testing and optimisation plan to further improve campaign effectiveness and ROI. Back in at work they'll be able to immediately implement some easy wins in design and copy which will see an up-lift in results.

Who should attend:

Marketers actively implementating email campaigns who want to learn how to build campaigns right from content, through to delivery and testing. This new course is packed with guidance on the use of best practice tools and techniques.

This will include:

• Campaign managers
• Campaign executives
• Account handlers
• Account executives
• Email marketers

Previous delegates include:

• Product Marketing Executive (CIMA)
• Marketing Assistant (Jersey Choice Limited)
• CRM Manager (Expedia)
• Email Manager (VoucherCodes.co.uk)

Extend your learning. This one-day course can be teamed with 'Email Marketing: Segmentation, Integration, Automation to form the two-day course Complete Email Marketing.

Programme Outline

State of the market

• Facts and figures
• Strengths and weaknesses of email marketing
• Why email marketing?

Know what you want to achieve

• Defining goals and objectives
• Choosing the right messaging strategy
• Types of content, types of emails, timing and frequency
• Integration with other channels
• Segmentation and targeting

Build a quality list

• Legalities and trust
• On-site and off-site acquisition tactics
• List hygiene, maintenance and opt-in/out processes
• Value of an email address

Design your campaign

• Creative and coding guidelines
• Design for mobile
• Rich media (video, animation, voice etc)
• Wireframe/templates
• Campaign briefing and success criteria

Get it delivered

• Delivery methods
• How filters work
• Reputation
• Authentication
• Engagement

Analyse the results

• What to measure and when
• Setting up a dashboard
• Comparing results and benchmarking

Test and optimise

• Optimising list growth (opens, clicks, conversions, deliverability)
• Minimising list attrition
• How to test (A/B, subject, multivariate)
• Setting up a test plan

Training course tutor

Kath Pay is founder of Plan To Engage, an Email Marketing Consultancy, and is one of the pioneers of the email marketing industry in Australia. In the 12 plus years that she has worked in the email marketing industry, Kath has developed a reputation as an email marketing expert through her insights into the industry as a blogger on DMA Email Council’s blog, Econsultancy and SmartInsights. Kath is also the Chair of the UK DMA Email Marketing Council's Events and Communications Hub and frequently speaks at both National and International conferences.

Guest speaker

James Bunting is Director of Strategy and Research at Communicator Corp and has had almost a decade's worth of experience in assisting enterprise level companies to utilise their ROI from digital communications. As a member of the DMA Email Marketing Council James has made great contributions to champion email as an essential part of the greater marketing mix.

Delegate testimonials

"Brillantly useful course, I can't wait to tell my fellow collegues and put into practise everything that I learnt on the day."

Siobhan Conway, UK Oracle User Group