Email marketing essentials
Email Marketing – understanding the jargon
Understanding what Permission marketing is
Do users still value email?
Conducting a competitive analysis
Legal issues and regulations when emailing
Choosing between Email Service Providers (ESPs)
Planning and delivering email campaigns
Understanding what Permission marketing is
Do users still value email?
Conducting a competitive analysis
Legal issues and regulations when emailing
Choosing between Email Service Providers (ESPs)
Planning and delivering email campaigns
Acquiring customers through Email
Gaining customers using different methods - on and offline
How to target the online users you want
Encouraging web visitors to subscribe
Create effective registration processes
Gathering information – How much should you gather?
Customer retention strategies
Choosing frequency schedules – how often should you be emailing?
How to target the online users you want
Encouraging web visitors to subscribe
Create effective registration processes
Gathering information – How much should you gather?
Customer retention strategies
Choosing frequency schedules – how often should you be emailing?
How to create effective email campaigns
Building trust with subscribers
Developing engaging content
Improving the value offering of your emails
Planning for Viral and Social Media Marketing
Getting an email list
Developing engaging content
Improving the value offering of your emails
Planning for Viral and Social Media Marketing
Getting an email list
HTML email design and technology
Laying the foundations
Keeping your brand identity
Working with templates
Choosing colours and fonts
Thinking about navigation
Checking in the preview pane
Designing for 'Above the Fold'
Keeping your brand identity
Working with templates
Choosing colours and fonts
Thinking about navigation
Checking in the preview pane
Designing for 'Above the Fold'
Writing for email
How writing an email is different than for print
How online users read emails
Increasing scanability
Using links intelligently
Short vs long copy
Thinking about subject lines and from fields
How online users read emails
Increasing scanability
Using links intelligently
Short vs long copy
Thinking about subject lines and from fields
Formatting an email message for maximum effectiveness
HTML vs text emails – what programs should you use?
Sending Multi-part MIME and other formats
Email reader compatibility and testing
The anatomy of an email - Improving inbox deliverability
Avoid looking like a spammer – know how to use the From field, Subject line and To fields for maximum effective
Improving list quality
Removing non-responsive emails
How to minimise unsubscribe and complaints
Sending Multi-part MIME and other formats
Email reader compatibility and testing
The anatomy of an email - Improving inbox deliverability
Avoid looking like a spammer – know how to use the From field, Subject line and To fields for maximum effective
Improving list quality
Removing non-responsive emails
How to minimise unsubscribe and complaints
Email hosting and Campaign management
In-house or outsource your campaign
Choosing a host
Understanding conversion and performance metrics
Hits, page impressions and visitors
Tracking landing pages
Reducing abandonment and bounce rates
Using junk and SPAM filters
Structured approaches to testing
Timing of an email campaign
A/B and Multivariate testing – test and test again
Analysing test results
Case studies
Q&A
Choosing a host
Understanding conversion and performance metrics
Hits, page impressions and visitors
Tracking landing pages
Reducing abandonment and bounce rates
Using junk and SPAM filters
Structured approaches to testing
Timing of an email campaign
A/B and Multivariate testing – test and test again
Analysing test results
Case studies
Q&A
