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Email Marketing Training


Pre-requisites


No prior knowledge of Email Marketing is required however candidates should have an appreciation of search marketing being a key component of an effective Internet marketing strategy.

Course Dates and Times for 2010


Friday July 30th 2010, 10:00 - 17.00 GMT (London)
Friday August 13th 2010, 10:00 - 17.00 GMT (Manchester)


Friday August 27th 2010, 10:00 - 17.00 GMT (London)
Friday September 10th 2010, 10:00 - 17.00 GMT (Manchester)
Friday September 24th 2010, 10:00 - 17.00 GMT (London)
Friday October 8th 2010, 10:00 - 17.00 GMT (Manchester)
Friday October 22nd 2010, 10:00 - 17.00 GMT (London)
Friday November 5th 2010, 10:00 - 17.00 GMT (Manchester)
Friday November 26th 2010, 10:00 - 17.00 GMT (London)
Friday December 10th 2010, 10:00 - 17.00 GMT (London Only)


This course is also available as an in house course at your office for up to four people.

Course Overview


Why Use Email Marketing?
You’ll gain an understanding of how email marketing has become one of the fastest growing segments of the marketing pie for a wide variety of organisations.

Types of Email Communications
Email is a channel, a way to deliver content. In this session you’ll learn about eight very different types of emails that you can choose to develop, based on your business goals and your resources. While many people think of messages that are purely promotional when they think of email marketing, some of the best email marketing out there is a mix of promotional and non-promotional content. Also covered here are auto-responders and other types of triggered email campaigns.

Developing an Effective Email Strategy
In this session we examine strategy, which is the key to using email effectively. You’ll walk through the process of developing an email strategy, from competitive analysis to email content to qualitative and quantitative goals.

Acquisition: Growing your Email List
One of the biggest challenges you’ll face is growing your own in-house email list, the process known as acquisition. This session presents the benefits of building your own list, as well as outlining the business case for utilizing an opt-in approach to do so. You’ll learn about the best ways, online and offline, to grow your list without spending a fortune; you’ll also be introduced to those acquisition methods that aren’t permission-based, which you should avoid at all costs. Also included are tips for creating and optimizing an email opt-in from your company web site, which is one of the most cost-effective ways to build your email list.

Email Design Guidelines
This session provides you with creative guidelines for email, including writing copy, designing HTML, and using From and subject lines effectively. Using good creative execution in these areas can dramatically improve response to your emails, we will look at typical mistakes made, with typical weaknesses and their creative fixes. We look at a case study highlighting a small, inexpensive change that resulted in a 50% lift in clickthrough rates on
one email newsletter—you, too, can implement such changes today with just a little bit of time and no additional cost.

Optimizing Deliverability
Deliverability, or getting your email delivered to your recipients’ inboxes, is another challenge you’ll face, but it’s not insurmountable. A recent study found that, on average, 22% of legitimate email messages were being mistaken for spam; that’s one in five emails sent! Read this chapter to gain an understanding of the issues surrounding deliverability as well as tools you can use to ensure that your email arrives in the inbox. There is also advice on what steps you should take if you find that your email is being filtered as spam.

Tracking and Reporting
Tracking and reporting, one of the truest, yet most underutilized, benefits of marketing with email. The course gives you an  overview of 15 key metrics and how to calculate them, including bottom-line conversion metrics like return-on-investment and click-to-purchase ratio. You’ll also learn about performance-based metrics, including bounces, opens, and clickthrough rate.
 
Customer Retention
Email is great for getting new customers, but it’s even better at building relationships with existing customers to keep them as clients.  We discuss Customer Relationship Management (CRM) software.

Viral Marketing
We discuss how to leverage email as a viral marketing tool—your customers and prospects can become advocates for your product or service by forwarding your email messages to their friends or colleagues.

Using Third-party Email Lists
While it’s best to use your own email list, there are times when you may want or need to rent a third-party email list. This session we discuss where to look for third-party lists, what information to request, and how to evaluate what you receive.

Laws and Regulations
There are 26 countries with dedicated email/anti-spam legislation in place and nine others considering it; another 18 countries have incorporated email/anti-spam protection into existing regulations. Many require affirmative consent or an opt-in.

If you would like to book your email marketing course or for further details of how we can meet your online marketing training needs, please contact us via our online enquiry form or call us on 0845 003 7997 NOW. We look forward to speaking to you soon!

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