Fundamental Email Marketing

Course Overview

Create profit- and lead-generating emails that stand out in overcrowded inboxes. Learn how to identify your target audience and send relevant, timely messages that garner the response you want.

Course Content
Determine how to define a specific marketing objective and design an effective email campaign to meet it.  Learn to evaluate email marketing creative and effectively oversee email deployment. You’ll also discover the importance of permission-based email campaigns as well as other ethical guidelines that will ultimately help your bottom line. 

Email within the direct marketing mix
• Used along the entire marketing continuum
• More than pays for itself
• Direct marketing basics still apply

Rules and regulations: permission and email ethics
• Why is permission so important?
• The six “Cs” of permission
• Permission pitfalls
• Opt-in
• Permission best practices

Reputation and delivery
• Reputation and deliverability matrix
• ISP s wage war on SPAM
• What can we do?
• Authentication (Sender ID)
• Reputation scoring

Creating an email campaign
• List
 - Online email list building basics
 - Best practices
 - Top 10 measures to ensure list viability
 - List management musts
• Offer
 - Compelling offer
 - Offer “Do’s”
 - Offer “Don’st”
• Creative
 - Ingredients for brilliant creative
 - Email header best practices
 - Personalization
 - Body copy tips
 - Link strategy tips
 - What is “in the box?”
 - Optimizing HTML
 - Tips for developing email style
• Timing
 - Three basics of campaign deployment
 - Sending checklist
 - Resources: what you need
 - Vendor selection checklist
 - QC process checklist

Email analytics: measuring campaign performance and response
• 4 critical types of measures
• Process metrics
• Delivery or “bounce” rate
• Frequency effects deliverability
• Unsubscribe
• Open rate
• Click-through rate
• Conversion rate