Email Marketing

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Email Marketing On-Demand     Register    

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Create profit- and lead-generating emails that stand out in overcrowded inboxes. In this course, you'll learn how to identify your target audience and oversee the deployment of email messages that garner the response you want. You'll also discover the importance of permission-based email campaigns and other ethical guidelines that are crucial for your company's bottom line.

Learn the building blocks and strategies for generating deliverable, responsive email marketing campaigns.


  • Email's role and effectiveness as a direct response channel
  • Why permission is the bedrock of successful email marketing, acceptable permission practices, and the DMA's position
  • Successful email address acquisition and list growth tactics
  • The psychology of motivating response
  • Offer types and guidance
  • How to apply email to a variety of marketing objectives
  • Message building blocks and creative basics
  • Layout and responsive design approaches for an increasingly mobile environment
  • The essential email channel process metrics, how to calculate them, and bottom line measures for channel contribution


Approximately 90 minutes - self paced

Section One: Channel Foundations and Overview

  • State of the Channel
  • Permission: Bedrock of Email Marketing
    • Why permission?
    • The six C's of permission
    • Permission pitfalls
    • Degrees of permission
    • Opt-in (single and double)
    • Permission best practices

Section 2: Email List Essentials

  • Using external lists: List rental 101
    • External email list rental sources
    • Identifying lists
    • Choosing the right list
    • Pricing: Two models
  • Building your proprietary opt-in Email list
    • Online email list building basics
    • Best practices
    • Clear & Concise Data Capture
    • Disclosing Email Use & Enabling Control

Section 3: Delivering Value: The Offer

  • The psychology of motivating response
    • How to create resonance
    • Psychology of email response
  • General types, Do's and Dont's
    • Email offers general guidance
    • The offer stable
    • Offer optimization
  • Evolving approaches for today
    • AIDA vs. IEEO Model
    • Lead nurturing with content marketing

Section 4: Creating Your Message

  • Email message architecture
    • Building blocks
    • Ensuring viability
    • Essential DR components
    • Basic HTML design best practices
    • Optimizing HTML email for proper rendering
  • Design and layout in the mobile age
    • The rise of mobile email
    • Mobile rendering matters
    • Mobile friendly email design
    • Responsive design
    • Mobile friendly design pros and cons
    • Tips for mobile email design

Section 5: Meaningful Measures

  • Fundamental email performance metrics
    • Campaign process metric indicators
    • The open rate problem
    • Click through rate, Conversion rate, Unsubscribe rate
  • Bottom-line contribution
    • ROI
    • RPE
    • AOV
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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Related Courses
Advanced Email Marketing
Email in the Marketing Mix