Email Marketing: Strategy & Tactics (Virtual Classroom)

This comprehensive, two-day email marketing course is a step-by-step guide to best in class email campaigns that get a better response, more conversions, and a higher ROI.

You will learn to:

• Evaluate the use of email and set the right objectives for your business
• Understand the importance of good data, testing and of measuring results
• Understand the influence of design and copy
• Explore opportunities for harnessing technology and wider channels
• Develop the right segmentation and targeting strategies for your audiences

An introduction to email marketing

• Understand the role of email marketing.
• Evaluate the use of email marketing as a tool.
• Assess the strengths and weaknesses of email marketing.

Developing an email marketing strategy

• Identify who you should send your emails to.
• Plan when you should send your email.
• Understand what to include in your email.
• Understand where the resources come from and why you are sending your emails.
• Identify your goals and messaging strategy.

What is an email list and how do you grow one

• Understand the sign up form.
• Learn how to gain valuable data about your subscribers.
• Learn to drive traffic to your sign up form.

Triggered and automated emails

• Learn the benefits of automation.
• Understand the technical requirements for automation.

Optimise your design and structure in your email campaign

• Understand the design requirements for different media.
• Learn how to optimise email for mobile.
• Identify wireframes and useful templates for your emails.

Create engaging content in your email campaigns

• Learn to write clear and persuasive copy.
• Learn how to make your content stand out.
• Understand how to use imagery in your emails.

Preparing to go live

• Identify the factors affecting email delivery.
• Understand filters and white lists.
• Learn how to keep your data clean and to high quality.

Optimising your email campaign

• Understand what, when and how to measure.
• Understand how to optimise list growth.
• Learn to set up a test plan.

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

This course is designed for marketers responsible for the planning or implementation of email campaigns who want to improve results through the use of best practice tools and techniques.

Previous delegates include:

• Senior Marketing Manager (The Sanctuary)
• Senior Planning Executive (EDF Energy)
• International Marketing Executive (Harrods)