Special Spring Pricing: Regularly $600 is now 50% off—$300. Enroll Here (Module 4, Live Online).
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, 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. Workshops in this series 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.)
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 by establishing 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 if you don’t understand what your customers need as they progress on their journey with you, this workshop will answer those questions. And what you learn will inspire you to maximize your campaign potential.
In this workshop, we’ll talk about the five 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, and determine 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 five 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 toadd value for 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, including core KPIs to focus on, and how to analyze your automated campaign series over time.
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 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 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.
Workshop dates and times:
SPRING
Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.
Thursday, May 8, 2025.
9:00 AM to 11:00 AM PDT.
Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.
Thursday, May 15, 2025.
9:00 AM to 11:00 AM PDT.
Module 3: Improving Email Engagement with Personalization and Automation.
Thursday, May 22, 2025.
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 at Each Stage to Drive Engagement.
Thursday, May 29, 2025.
9:00 AM to 11:00 AM PDT.
