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The Data & Marketing Association
presents
Email Marketing Certification On-Site Training
Discover how to develop effective email campaigns that get you noticed in a crowded marketplace and truly drive your results.
Course Description/Agenda
Email marketing allows you to reach large numbers of prospects
at a relatively low cost while delivering among the highest returns of all
direct marketing channels. Discover how to develop effective email campaigns
that get you noticed in a crowded marketplace and truly drive your results.
You’ll walk away with winning email marketing strategies that you can apply
immediately to acquire and retain valuable customers.
Course Type
In-Person Certification
Course Duration
2 Days
Topics
- Anatomy of an email marketing
program
- Creative content strategy
- Email marketing analytics
- Permission, laws, and
deliverability
Course Agenda
Day 1: 9:00 A.M. - 5:00 P.M.
Please arrive 30 minutes earlier
than the start time to register.
Email Today: Where the Industry Has
Been, Where It’s Headed
- A look at the history and
evolution of email marketing and the major drivers
- How big is the industry? How fast
is it growing? Get the latest studies, facts, and
figures
- The changing landscape: Emerging
players and the evolving role of email service
providers
Permission, Laws, and Deliverability
- Why permission is the foundation
of successful email marketing
- Opt-out and opt-in and the shades
of gray in between
- The Federal CAN-SPAM Act: Are you
in compliance?
- The role of ISPs in deliverability
and email marketing effectiveness
- The latest spam-fighting and
credibility-building tactics and how to stay on the
good side of ISPs
Anatomy of an Email Marketing
Program
- The first steps: Set the goal,
define the objective, and develop a strategy
- The many ways commercial email can
improve customer acquisition, retention, and
communication – plus a review of actual campaigns
- A strategic approach to email:
Where dialogue-building and trigger-based
- marketing may fit into your campaign
- Sort through all the issues
related to timing and frequency
Explore the World of Email Lists and Databases
- Winning strategies for targeting
and reaching your audience via email
- A crash course on sourcing,
pricing, and using external (rented) email lists
- Get up-to-speed on how to collect
e-mail addresses and grow your in-house list
- Troubleshoot common problems in
list processing, email database maintenance, and
email address append
Day 2: 9:00 A.M. - 4:00 P.M.
Produce Creative That Sizzles –
Every Time
- The offer: Best practices for
meeting your objectives and driving response – plus
vital do’s and don’ts
- Promotional and response-boosting
tactics: Coupons, sweepstakes, games, and more
- Message formats: An update on
text, HTML, and Rich Media, and related delivery
issues
- Make every message component pull
harder – from subject line to body to footer
- The fundamentals of electronic
newsletters
- Getting advanced creative tactics
right – from viral marketing to animation
The Art and Science of Testing
- What’s working? What isn’t? How
testing will give you the answers
- What should you test? In what
priority?
- Developing the useful test matrix
- Creating a test series
- What you need to know to design
effective tests and measurement procedures
- Examine how different test
attributes affect different performance measures
Manage, Track, and Measure Response
- Managing campaign response in all
its forms: Expected and unexpected
- Handling unsubscribes and bounces
- Important tracking and
response-measurement metrics in email
- Formulas and methods for response
analysis – presented in plain English
- How to measure e-mail campaign ROI
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