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Understand what you must do

Create rich, dynamic looking e-shots that generate results

"Email marketing is the top online marketing method for retention, above search engine positioning, banner ads, sponsorships and other programs" - Direct Marketing Association (DMA) (2005)" 

Learning approaches
The course is delivered in an open format that involves discussion, sharing opinion, exploring statements and practical skill building exercises.

Who should attend?
Anyone wanting to generate commercial success from the use of Email.

Prerequisites
None - other than the ability to use Microsoft Outlook or other Email program.

Objectives
To provide a range of proven skills

Benefits: Ability to create an effective Email plan and to be able to design and build a highly effective sales / marketing Email that meets legal requirements

Learning outcomes

  • Practical skills to enable clear thinking,
  •  Understand the key principles of E-Mail marketing
  •  Send Emails that comply with the Law.
  •  Understand why Emails get stuck in spam filters or I.T. departments
  •  Create an E-mail marketing plan 
  •  Avoid time wasting investigations by the Information Commissioners department 
  •  Generate responses, grow your business and promote your brand

Course outline 

Introduction to Email marketing

  • The statistics
  • When it goes wrong
  • How email addresses are collected

 

Email marketing and the law

  • The must do's
  • Opt in / Opt out explained
  • Data and protection
  • The ISP and data

 

Barriers your message will hit

  • User mistakes
  • ISP's
  • Firewalls
  • Spam guards
  • Words that fail in Email marketing

Preparing your message

  • HTML and the alternatives
  • The Email look
  • Signatures
  • The Email marketing plan
  • Understanding your potential customer

Design issues with Email

  • Rich Text v HTML
  • Plain text messages
  • Images and how to use them for email
  • Using images
  • Buying images / Google images
  • Primary and secondary messages

Evaluating your Email marketing

  • How and why Email campaigns fail
  • Do it yourself or use Email marketing providers
  • Click through and landing pages explained


 

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E-mail delivering business

email newsletters

Create your own highly targetted, massively beneficial eshots, newsletters, product guides or event notification and or revenue accepting booking forms.

A few statistics about E-mail Marketing

30% of practicing marketers don't take the time to figure out their actual rate of delivery. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008) Measurement of your efforts is covered in our 1 day course.

Approximately one-third of marketers report email delivery rates of 80% or less, and approximately one-quarter are unsure of their metrics. - Jupiter Research (2006) Let us show you how to get above 80% - you'll be able to quote higher than average returns for your efforts.

54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008) Capturing and building relations is key - rapport building through email is only part of the course.

Email marketing is the top online marketing method for retention, above search engine positioning, banner ads, sponsorships and other programs. - Direct Marketing Association (DMA) (2005) The best bit is that Email marketing is so low cost and relatively simple that it's amazing that so few marketers do it right.

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