Comprehensive Email Marketing Certification - Outline

Day 1 | Day 2

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. - 5:00 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