Email marketing training workshop

On September 22, November 26, January 31 2011 I'm giving a 1-day workshop in Brighton for email marketing. This workshop will cover the basics as outlined below, with a second, related day to be offered at a date (TBC), which will cover email design and development in-depth.

The workshops are offered at the popular Silicon Beach Training in Brighton.

Outline is as follows:

On completion of this email marketing training course, delegates will be able to:

• Deliver an effective email marketing campaign from planning through to delivery
• Grow an opt-in list that maintains interest and drives revenue
• Understand why design, build and content can make or break your ROI
• Have the confidence to try advanced methods to grow a cost-effective, high impact email marketing strategy

Email Marketing Course Content

What is email marketing?

• History & Perceptions
• Statistics, usage, facts
• The HTML vs Text email debate
• Why dialogue is so important

Before the inbox - SPAM and permission-based marketing

• Factors affecting deliverability
• What is SPAM - how to avoid it
• Legislation to be aware of, including CANSPAM
• Best practices for avoiding junk filters

Starting the dialogue - building and maintaining an opt-in list

• Opt-in marketing 101
• Subscription tactics for your site
• Segmentation & targeting
• Integrating CRMs

In the inbox - crafting your campaign for ROI

• Planning your campaign - goals and objectives, acquisition vs. retention
• Know your audience
• Getting the frequency right
• Subject lines & From fields
• Making it personal using dynamic content and wildcards
• Writing copy for ROI
• Email’s next generation - mobile devices, rich media, the iPad

Designing your email - HTML design basics & tips

• Design
• Development
• Test, test, test
• Best practices
• Importance of the text version Tracking your campaign
• The metrics that matter
• From inbox to website - tracking onsite behaviour and why you should
• End-to-end reporting with CRMs

Real-world examples and best practices

• Great examples of permission-based marketing
• Great examples of multichannel email campaigns
• Great examples of bulletproof email design

Advanced email marketing methods

• Multi-touch campaigns
• A/B testing
• Use of landing pages for super-targeting
• Social media and email
• The future of email
• Beyond the newsletter - thank you, transactional and follow-ups

Email Marketing tools to use

• Tools to use for designing, testing and delivering your campaigns

Email Marketing Resources worth reading

• Resources to bookmark and frequent for email marketing best practices, tips, tricks and news