DMAnc.org Online Certification Workshops
Summer Discount: 25% Off
Free Lifetime Workshop Updates
Special Pricing: regularly $300 now 25% off—$225. Enroll here (pre-recorded).
Special Series Pricing: All four Email Marketing Masterclass workshops $1,200 now 45% off—$660. Enroll here.
Introduction:
This 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, 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.)
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.
Workshop date and time:
Pre-recorded online.
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 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!).
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
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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