Email Marketing

Overview

Course duration: 1 day.

Email marketing is a major part of the marketing communications mix. In many cases it is used more than direct mail and is far more cost-effective and environmentally friendly.

This course will help you to improve your email marketing strategy, develop your writing skills and create more powerful and effective campaigns.

Is it right for me?

Suitable for all those responsible for planning and implementing email campaigns within their organisation, who are looking to improve results through the use of best practice tools and techniques.

What will I learn?

By the end of this course you will be able to :-

• Incorporate email campaigns into your marketing strategy
• Write effective emails
• Target the most likely potential customers
• Improve open and click through rates
• Be aware of the legal implications of email marketing
• Acquire and use data effectively
• Use appropriate email formats for your campaign

What will it cover?

The Role of Email Marketing

• When is email marketing appropriate
• How does it fit with existing communications
• The strengths and weaknesses of email

Choosing the Target Market

• Using your customer database
• Prospecting for new customers
• Acquiring lists

Legal and Ethical Considerations

• Getting permission
• Data protection act

Effective Email Writing

• Setting clear objectives for your email
• Developing a campaign strategy
• Writing to express not impress

Getting the Best Response

• Subject line and sender details
• Make it easy to respond
• A clear call to action

Planning a Campaign

• Email and CRM strategy
• Using a variety of approaches
• Rapport building

Integrating the email campaign

• Developing email campaigns that work with other communications
• The 3 hit rule
• Multiple hits that achieve results

Measuring the Campaign

• Setting up the means of measurement
• Using analytics to set the future goals
• Achieving the desired outcomes

Further courses to consider

Integrated Digital Marketing Mobile Marketing