Email Marketing Course programme
Strategic Communications with Email Marketing
- Does it work? Goals, metrics and budgets
- Why bother – the pros and cons of email marketing
- Role within your communications tool box
Loving your database
- Clean, relevant data – why it is a must!
- Building your email list
- Costs of list building
- The role of CRM and integration
- Regulations and legal requirements when broadcasting
Broadcasting options
- Email Service Providers – what to look for
- Email marketing costs
- ISPs
- Plain text vs HTML
Campaign and content planning
- Editorial schedules
- Content / Newsletter ideas
- Frequency schedules and repeat messaging
- Building trust with subscribers
Messaging and copy
- Writing for impact and engagement
- Sales emails versus newsletter
- Call to Action
- Subject lines, TO and FROM fields
HTML templates and basic design tips
- Layout, structure and styling
- Links and buttons
- Navigation and landing pages
- Designing for mobile
Technical Tips
- Email reader compatibility and testing
- Improving deliverability
- Unsubscribes and bounce-backs
Measuring success
- ESP performance metrics
- Tracking landing pages
- Using Analytics
- Conversion pathways
- ROI – it’s not all about the click
