Special Spring Pricing: Regularly $600 is now 50% off—$300. Enroll Here (Module 1, Prerecorded).
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.
Workshop dates and times:
SPRING 2025
Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.
Prerecorded online.
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.
