Online Certification Workshops
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Winter Discount: 25% Off
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Individual workshops $300 each, Now $225 each

Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.

This 4-part Email Marketing 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 practical, tactical take-to-the bank ideas, 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, member of the DMA Email Council, and author of the bestselling book “E-telligence. Email Marketing isn’t dead, the way you’re using it”, available on Amazon.

Email Marketing Workshop 1: Increasing  email marketing results with better copy, design, and strategy

Individual workshops $300 each, Now $225 each. Enroll here for Email Marketing Workshop 1 LIVE and Pre-recorded (February 1, 2022, 10:00 am to 12:00 pm PDT).

Email Marketing Workshop 1 Dates:

  • February 1, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here
  • May 10, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here

Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.

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 setting SMART objectives to guide your campaigns, designing emails for engagement (and different devices), writing winning subject lines and email copy, when to send and how often, maximizing the size and quality of your email list, understanding your metrics and successfully conducting testing that gets results.

What you’ll learn:

  • The importance of email within the multichannel strategy.
  • Understanding the objective hierarchy to guide your strategy & setting SMART objectives:
    • How company objectives filter down to give you laser focus on which email strategies will get you the best results and which elements to optimize.
  • 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 need 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.
      • GIF’s – 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.
  • How to determine the right day of the week/time of day to send your emails and how often to communicate with them.
  • Creating a thorough pre-send testing (QA) process to minimize mistakes:
    • Key areas of your campaign to test pre-send.
    • Tools to help you speed up the process.
    • What to do if a mistake does happen on a live send.
  • Know your metrics – analyzing your results for trends, issues and potential future opportunities.
  • Testing as a strategic issue; 5 steps to create tests that actually get results you can use (across channels!).

Email Marketing Workshop 2: Improving email deliverability to get your emails in the inbox

Individual workshops $300 each, Now $225 each. Enroll here for Email Mail Marketing Workshop 2 LIVE and Pre-recorded (February 15, 2022, 10:00 am to 12:00 pm PDT).

Email Marketing Workshop 2 Dates:

  • February 22, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here
  • May 24, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here

Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.

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.

What you’ll learn:

    • 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 can you 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.

Email Marketing Workshop 3: Improving email engagement with personalization and automation

Individual workshops $300 each, Now $225 each. Enroll here for Email Marketing Workshop 3 LIVE and Pre-recorded (March 15, 2022, 10:00 am to 12:00 pm PDT).

Email Marketing Workshop 3 Dates:

  • March 15, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here
  • June 14, 2022 (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here

Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.

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 legal implications of gathering data, 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.

What you’ll learn:

  • 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, 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:
      • How to be helpful and add value to your customers to help them move on to each stage and enhance loyalty.
      • How to plan your automated campaigns for success.
      • The 3 key automated campaigns every company should have in place from the start.

Email Marketing Workshop 4: Improving email results with the right content along the customer journey to drive engagement

Individual workshops $300 each, Now $225 each. Enroll here for Email Marketing Workshop 4 LIVE and Pre-recorded (TBD, 10:00 am to 12:00 pm PDT).

Email Marketing Workshop 4 Dates:

  • TBD (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here
  • TBD (Tuesday, 10:00 am – 12:00 pm PDT): Enroll here

Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.

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.

What you’ll learn:

  • The opportunity automated campaigns can bring for your business:
    • Why 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.

Materials Provided:

        • Video of the presentation with slides and audio.
        • PDF of the complete presentation.

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 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.

Instructor: Kate Barrett

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.


The session provided an excellent overview of SEO, and the basics for analyzing and optimizing our sites.

Beth MakoseyPrincipal at Makosey Communications

Overall content of the class was very detailed. Instructor was concise and direct in his explanations, and had a clear sense of direction in his presentation.

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Very relevant and timely, presented in easy to understand fashion.

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Slides were very detailed and informative.

Rolando RodriguezMarketing Manager - Fremont Bank

Lots of excellent data. Great actionable information tools and guidelines.

Robert CallaghanEnterprise and Cloud Solutions Marketing - Sandisk

Great technical info – very usable! Thanks!

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This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.

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Discussed strategy and practical tips.

Diana LaPointVP/Marketing Manager - First Northern Bank

Smart use of language that lined up with the presentation.

Thomas KeadyMarketing Associate at RSM US LLP

Great preso!

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This workshop is a great idea and great job pulling together.

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Comprehensive coverage of available tools. Examples and best practices of different tactics.

Thea CopelandDirector of Marketing at Buckles-Smith Electric

Love all the case studies shared from the panelists.

Nancy OzawaSenior Vice President, Marketing at PCBB (Pacific Coast Bankers’ Bank)

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraMPH - Senior Manager, Strategic Development at Practice Fusion

Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.

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Provided a great start to the presentation that was though out and beneficial.

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The content and information of the presentation was awesome and the instructor clearly and effectively communicated the teaching, It would be great if the actual presentations slides had less words and were a bit more designed and polished to help visually assist the concepts and learnings.

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DMA always provides great speakers on timely topics.

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John clearly knows his area of expertise. A very broad topic with many layers is hard to convey in a brief timeframe, and he was quite effective in doing so.

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Excellent subject matter and panel. Keep them coming.

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Excellent overview , this made my time worthwhile today!

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Important updates and discussion on critical B2B lead generating efforts.

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A great collection of information that I [will] begin to implement immediately into my direct marketing strategies.

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Well prepared presentations w/real world examples and speakers.

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I found the material relevant, timely & current. This is info that you can’t get anywhere else. Audience participation makes the day.

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Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.

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Yes! Every time I attend a DMA luncheon, I walk away pleased w/the investment of my time. It is always worthwhile for me to carve out the time.

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Very valuable info that can apply across verticles.

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Really liked the forum – panel discussion. Great, knowledgable speakers, work well together.

Kathy SchmidtStrategic Initiatives, SAP SuccessFactors

Just a bunch of great insights & tips.

Whit MagorBusiness Solutions Representative, KP LLC

Really liked the various backgrounds of the speakers & different perspectives they brought!

Kim JohnsonEVP, Managing Director, HERO Marketing & Advertising

Very well run, comfortable setting to ask questions in & I appreciate the different perspectives of the panelists.

Lindsey O’BrienAccount Manager, Gunderson Direct, Inc.

Incredible presentation! Engaging and insightful until the very end!

Adelaide HillAssociate Product Marketing Manager at Infoblox

What a wonderful way to spend an afternoon – eating a delicious lunch and learning about valuable marketing topics.

Chris OtchyCopy Writer, Content Strategist and Internet Marketing Professional, Willis Towers Watson’s OneExchange

Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

Detailed, in-depth information across social platforms that you can’t find elsewhere.

Jeannine VaughanMarketing Leadership, Vaughan & Company

The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.

Jeff HorningAccount Executive at Business Wire

Real-world true-life tales from the frontline of B2B marketing.

Rajesh KrishnanB2B Marketer Building Engines for Growth, Synack, Inc.

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraSenior Manager, Strategic Development, Practice Fusion

A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.

Kyoko RamirezMarketing, Hitachi High Technologies America

Very informative & entertaining. Learned a lot in two hours.

Karen OlsonVice President of Marketing, CalChamber

Excellent presentation about a very interesting business topic.

Michelle WaltersDigital Marketing Strategist & Customer Success Manager, Marvel Marketers

DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing

This workshop gave a great overview of the insight that Google Analytics can provide. Though I have been using Google Analytics for years this course still provided new ways of thinking and reporting that I will be applying when analyzing my company’s website.

Barret GuildDigital Marketing Specialist