DMAnc.org Online Certification Workshops
Fall Discounts: 25% to 45% Off
Free Lifetime Workshop Updates
Individual workshop modules $300 each, now 25% off—$225 each
Special Series Pricing: All four Email Marketing Masterclass workshop modules $1,200 now 45% off—$660. Enroll here.
Introduction:
This 4-part Email Marketing Masterclass series covers 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, Founder of eFocus Marketing, instructor at the Chartered Institute for Marketing, and author of the bestselling book “E-telligence. Email Marketing isn’t dead, the way you’re using it is”, available on Amazon. 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.)
Workshop dates and times:
Module 1: Increasing email marketing results with better copy, design, and strategy.
Recorded.
Module 2: Improving email deliverability to get your emails in the inbox.
Monday, October 9, 2023 (9:00 am to 11:00 am PDT). This class was rescheduled from Wednesday, September 27th.
Module 3: Improving email engagement with personalization and automation.
Tuesday, October 24, 2023 (9:00 am to 11:00 am PDT).
Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving email results with the right content along the customer journey to drive engagement.
Tuesday, November 7, 2023 (9:00 am to 11:00 am PST).
Email Marketing Masterclass, Module 1: Increasing email marketing results with better copy, design, and strategy.
Special Pricing, Module 1 Only: regularly $300 now 25% off—$225. Enroll here (pre-recorded online).
Special Series Pricing: All four Email Marketing Masterclass modules (Live and Pre-recorded) $1,200 now 45% off—$660. Enroll here.
Description:
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 start maximizing your current email marketing strategy for acquiring and retaining customers, in a world of crowded email inboxes and mobile viewers.
We’ll talk about best practices for both B2B and B2C businesses around email copy, design, and implementation including designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, understanding your campaign metrics, and successfully conducting testing that gets results.
Key Takeaways:
- 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 every email has and needs to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing the email for preview pane and blocked images to ensure 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; 5 steps to create tests that get results you can use (across channels!).
Email Marketing Masterclass, Module 2: Improving email deliverability to get your emails in the inbox.
Special Pricing, Module 2 Only: regularly $300 now 25% off—$225. Enroll here.
Special Series Pricing: All four Email Marketing Masterclass workshop modules (Live and Pre-recorded) $1,200 now 45% off—$660. Enroll here.
Description:
Planning, creating an email and pressing the send button is just the start of the journey to the subscriber. What happens next and how you can help to give your emails the best chance of reaching the inbox, requires consideration across multiple areas of your implementation and strategy.
If you’re seeing diminishing results at a specific email provider or overall, or simply want to know how to maintain high delivery, this class is for you.
In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.
This course is weighted towards B2C sending nuances with deliverability, however, many of the elements are very similar in B2B and the knowledge shared can be used across both markets.
Key Takeaways:
- Deliverability vs. inbox placement—what’s the difference?
- Understanding your sender reputation:
- Domain Vs. IP reputation.
- Getting your sending infrastructure right (DKIM, SPF, TSL, DMARC, BIMI, etc.).
- List Hygiene:
- Spam traps: what tools give you insight into spam traps and how you can get rid of them.
- Bounces: what’s the difference, how to analyze them and how to handle them:
- Hard bounces (unknown users).
- Soft Bounces.
- Blocks.
- Sending Permanence.
- Spam content.
- Engagement:
- Positive.
- Negative:
- Complaint rates.
- The impact of your data collection processes on your delivery.
- The difference between B2B and B2C delivery.
- Gmail / Hotmail (Outlook) specifics:
- What’s the Inbox? Tabs available and how to navigate them.
- Gmail promotions tab:
- Annotations (show your offer in the Inbox).
- How to identify you have deliverability/Inbox placement issues.
- Pro-active and re-active strategies to enhance your results:
- Proactive:
- What statistics to monitor and what to look out for.
- Reactive:
- Engagement pull back strategy.
- What to do for B2B.
- Proactive:
Email Marketing Masterclass, Module 3: Improving email engagement with personalization and automation.
Special Pricing, Module 3 Only: regularly $300 now 25% off—$225. Enroll here.
Special Series Pricing: All four Email Marketing Masterclass workshop modules (Live and Pre-recorded) $1,200 now 45% off—$660. Enroll here.
Description:
A good email marketing strategy is made up of many different types of email for both B2B and B2C businesses—the more targeted and personalized those campaigns are, the better the results you’ll see.
But, in order to achieve this, you have to understand—and fall in love with—your data; the foundation of all high performing email strategies.
Once you understand what data you have available in your business and what you’d love to have in the future (as well as how to get it!), you can start to understand all the opportunities it opens up to send emails at times relevant to your subscribers (based on their behavior for example) or personalize your content to ensure the suggestions for products, content or services you’re making, are right for that individual subscriber, at the right time.
In this class we’ll explore all the different types of data you already have available to you, what’s missing, and how you can add it in the future. We’ll also look at the top-level legal considerations of gathering data for marketing, how you can start to break this up to create targeted segments to send your campaigns to, trigger automated campaign series, and add relevant content to your emails, as well as how your campaigns and automated campaigns sit in the customer lifecycle and how you can better serve them throughout to increase your results.
Regardless of which email platform (ESP) or vendor you currently use (or may decide to move to), this class offers system-agnostic learning of concepts you should consider within your strategy and platform considerations, to better personalize and automate your campaigns.
Key Takeaways:
-
- Using your data to enhance your messages and meet your goals:
- Fall in love with your data: understand your data hierarchy and the possibilities it offers to help increase your results.
- Analyzing your current situation to identify what data you have, and where, and how it’s used, (potential) issues, gaps and opportunities.
- How to collect more of the data you need and want from multiple sources.
- Connecting your data together.
- Considerations when dealing with your data:
- Privacy & marketing compliance USA: CAN SPAM, California Consumer Privacy Act (CCPA).
- Privacy & marketing compliance: GDPR & ePrivacy.
- Connecting your content to your subscribers to encourage conversion: Segmentation, Targeting and Positioning your offerings (STP):
- Utilize your data together: RFM (eRFM)/lead scoring.
- How to identify customer needs: developing customer personas.
- Evaluate the overall attractiveness of each segment you want to create to determine which are worthwhile targeting.
- Creating a value proposition to present your offerings to your subscribers.
- Choosing your marketing mix—the 4 Ps.
- Sending one-to-one rather than one-to-many: Personalizing your messages to speak directly to each subscriber:
- Using dynamic fields to bring your content into each subscriber’s real-life situation (marketing moments).
- Adding dynamic content to adjust sections of copy, images, offers or CTA buttons depending on who is receiving your email:
- Live dynamic content that adjusts each time your subscriber opens the email.
- The 5 stages of the customer lifecycle and how you can use this to better understand your subscribers needs:
- The 3 key automated campaigns every company should have in place from the start.
- Using your data to enhance your messages and meet your goals:
Email Marketing Masterclass, Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving email results with the right content along the customer journey to drive engagement.
Special Pricing, Module 4 Only: regularly $300 now 25% off—$225. Enroll here.
Special Series Pricing: All four Email Marketing Masterclass workshop modules (Live and Pre-recorded) $1,200 now 45% off—$660. Enroll here.
Description:
The nirvana of any good email marketing strategy is to be able to send the right message to the right person at the right time.
By identifying who your customers and prospects are, and data points that identify where they are with you on their individual journey, you can create a series of automated campaigns to send to your audience and deliver exactly that.
But if you don’t know where to start when it comes to adding to your automated campaign strategy and understanding what your customers need as they progress on their journey with you, this workshop will inspire you to maximize your campaign potential.
In this workshop, we’ll talk about the 5 stages of the customer journey and how they should influence your email marketing communications. We’ll also look at how you can use your data to identify customers and prospects at each of these stages, how to work out what content to send and when for maximum impact, and how to consider the human side of your messages.
During the class we’ll also show you how to map your customers’ emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.
Regardless of which email platform (ESP) or vendor you currently use (or may decide to move), this class offers system agnostic learning of concepts you should consider within your strategy and platform considerations, to better personalize and automate your campaigns.
This course is a practical session giving you the techniques and ideas to build out your own customer journeys, identify exactly what your audience needs, when and through which marketing channel this is best delivered. You’ll also get lots of examples of different types of campaigns throughout to inspire your content and creative strategy.
Key Takeaways:
-
- The opportunity automated campaigns can bring for your business:
- Why do automated email campaigns engage your audience better than any other campaign type.
- The importance of planning multi/omni channel campaigns to increase engagement.
- The 5 stages of the customer journey and how you can use these to better understand your subscribers needs at specific times:
- How to map your customers emotional journey—enabling you to develop content, targeting and multi/omni channel experiences.
- Key email campaigns to consider at each stage of the journey to drive engagement; for both B2B and B2C businesses.
- How to be helpful and add value to your customers, to help them move to the next stage of their journey.
- Planning your automated campaigns for success:
- The starting point of every automation—your data.
- Creating automated campaign branches.
- Your automated campaign hierarchy.
- Setting your campaign rules.
- Evaluating your automated campaign KPIs:
- Core KPIs to focus on.
- Analyzing your automated campaign series over time.
- The opportunity automated campaigns can bring for your business:
How to Convince Your Boss Why You Should Take this Class:
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 masterclass 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 Presentations:
- 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 the 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
Founder
eFocus Marketing
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 14 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, implement, manage, and optimize campaigns, as well as solve complex email marketing issues.
Some of the companies she has worked with or trained include Return Path (now known as Validity), Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct and Adidas among many others. Kate is a member of the DMA Email Council, regularly speaks at events around the world, and is a marketing lecturer for the IDM and CIM in the UK, and in the USA the DMAnc.org’s 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.
Kate is also the author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ available on Amazon.
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