Advanced Email Marketing

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Advanced Email Marketing On-Demand     Register    

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This course will teach you to effectively segment and customize your email marketing messages and landing page content for better bottom-line results. Determine the best frequency for your email campaigns to optimize both your response and your budget. Effectively segment an email database and customize marketing messages. You'll come away with a deep understanding of how to integrate email with both online and offline marketing channels for a successfully integrated campaign.


  • Using segmentation and targeting to improve results
  • Content personalization and customization
  • Identifying optimal email frequency
  • Beyond broadcast: how to create trigger-based email programs
  • Advanced analytics
  • The last word on email marketing integration


Approximately 90 minutes - self paced

Improving List Performance

  • Using Segmentation and Targeting to Improve Results
    • Keys to Successful Targeting
  • Five Types of Effective List Segmentation
    • Demographic and Firmographic
    • Contextual
    • Self-reported Preferences
    • Transactional or Behavioral
    • Life Cycle
  • List Management, Maintenance, and Email Address Validity
    • Top 10 Email Address Validity Best Practices

Optimizing Frequency

  • Effects of Frequency
  • Frequency Testing and Analysis
    • Selecting the Testing Approach

Trigger-Based Email

  • Trigger-Based Email Explained
  • Trigger Email as Part of Your Marketing Mix
    • Higher Engagement Response and Revenue
    • Shows Customer You Are Paying Attention
    • Offers the Opportunity to Vary the Message
    • Better Customer Service
    • Streamlined Operational and Company Performance
  • Five Types of Triggers
    • Functional
    • Behavioral
    • Personal
    • Sales Cycle
    • Transactional
  • Triggered Email Dialogues (Tracks)
    • Where Dialogues Marketing Comes In
    • Within the Track

Integrating With Social Media

  • Share with Social Networks
    • Reasons to Promote Social Connections
  • Enable Social Connections From Email
  • Proactive Invites to Engage With Social
  • Use Email and Social To Build Content

Analysis and Metrics

  • Three Views of Process Metrics
    • By Campaign or Program
    • Segment
  • ROI Analysis
  • Comparative Campaign Analysis
Instructor Bio
Karen Talavera

Karen Talavera
President, Synchronicity Marketing
Karen Talavera is an internationally recognized expert, educator, and thought-leader in email marketing. She has been praised as “a pioneer in bringing the power of email to the forefront of marketing”. Karen’s approach delivers improved results for clients ranging from ServiceMaster, Texas Instruments, Applied Materials, and the Chicago Convention and Tourism Bureau to agencies, associations and solo-preneurs. Read More

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