This is part 1 of a 4-part Email Marketing Masterclass series covering the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.
You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.
(Can’t attend a live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)
Email marketing is the foundation of any good multi-channel marketing strategy.
But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to maximize your current email marketing strategy. In a world of crowded email inboxes and mobile viewers, you’ll have the tools you need to acquire and retain customers more effectively than ever before.
We’ll talk about best practices for both B2B and B2C businesses for email copy, design, and implementation. We’ll cover designing emails for engagement (and different devices) and writing winning subject lines and email copy. You’ll learn when and how often to send emails, gain a useful new understanding of your campaign metrics, and successfully conduct testing that gets results.
Key Takeaways:
What you’ll learn:
- Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement:
- Creating open-worthy subject lines.
- The anatomy of an email—key sections that every email should have, and that all need to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing email for the preview pane and blocked images, to ensure that your message always gets across and is actionable.
- Design techniques to draw the eye to your Call-to-Action (CTA).
- Optimizing your CTA color, placement, and wording to maximize clicks.
- Advanced email design: Interactive email to bring your message to life and help subscribers engage there and then:
- Video in email—key do’s and don’ts.
- GIFs—the right and wrong way to use them.
- What are AMP and Creative HTML and how can you use them to better deliver your content to subscribers and generate engagement?
- Techniques to create copy that converts and connects with your subscribers.
- Know your metrics—analyzing your results for trends, issues, and potential future opportunities.
- Testing as a strategic issue; five steps to creating tests that get results you can use (across channels!).
How to Convince My Boss Why I Should Take This Course:
According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels. Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time. This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.
*Digital Trends 2022 Experience Index Adobe and eConsultancy
The Presentation:
- The workshop is hands-on and practical.
- The workshop is live so that you can ask your questions.
- Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
Download Material:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
Who is this Course For?
Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.
The Presenter:
Kate Barrett
Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.
With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.
Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)
Website: e-focusmarketing.com.
LinkedIn: linkedin.com/in/katebarrettonline.
Publications:
- eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
- Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
- Spotler & eFocus Marketing Podcast.
I have many years digital marketing experience and found the workshop useful. It was a good level in the middle of beginners and advanced.
The DMANC has expertly identified what the marketing community needs: in-depth training with the flexibility of a multi-day format. I can use the certificate of completion at the end to show my organization that I am committed to my ongoing development and improvement of our customer-facing emails.
The session was thought-provoking and provided me with testing ideas to implement immediately.
Kate was a very well-spoken host with a lot of insight and knowledge. She used real world examples of what works and doesn’t work within an email and used statistics to back up those ideas.
The first workshop was extremely informative, and I came out of the session with takeaways that I will implement into future email campaigns. I learned more about placing pre-header text and a CTA at the very beginning of the email, and I am interested to see how this performs for us.
Direct Marketing Association’s webinars are a must-attend for anyone in marketing! Kate is fantastic and keeps you engaged throughout the entire webinar. She offers greater insight and new ways of thinking about email marketing. Awesome job!
This workshop was an excellent mix of technical and practical material that was easily absorbed. Excited to start applying the learning as soon as possible.
The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.
The workshop inspired me to improve my email practices and I can’t wait to implement the suggestions and see what improvements I get.
The workshop moved at a very comfortable pace and had a great balance of concepts and real-life examples that made it easy to grasp the new information. I came away with a list of next steps that I want to tackle as the result of this workshop.
I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!
Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.
Great content and very skilled presenters.
