DMAnc.org Online Certification Workshops

Winter Discount 50% Off
1 Year of Free Workshop Updates

Special Pricing: regularly $450 is now 50% off—$225. Enroll here.

Special Series Pricing: All four Email Marketing Masterclass workshops $1,450 are now 50% off—$725. Enroll here.

Introduction:

This is part 3 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 Komal Helyer, a passionate email marketer who is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is sub Editor @ The Modern Retail and writes for many other publications including Forbes.

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:

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:

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, 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.

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:

Komal Helyer








Komal is an award-winning Fractional CMO and has over 20 years of experience in email, martech, and digital marketing. Previously VP of Marketing at Pure360, Komal now spearheads the Go-to-Market, Retention, and Brand strategies for many B2B, eCommerce, and Travel businesses and agencies.

A passionate email marketer, Komal is also Chair of the DMA Email Council. As a key industry thought leader and events speaker, Komal is sub Editor @ The Modern Retail and writes for many other publications including Forbes. She is also the judge at many prestigious awards including the DMA Awards & eCommerce Awards. She’s proud to be a Tutor for the IDM, teaching numerous marketing courses including B2B Marketing, Digital CRM, and Email Marketing.

Komal’s passion for supporting greater diversity in the workplace is the driving force behind her commitment to mentoring individuals in the industry, she is also a Brand Ambassador for the Women in Tech forum, the co-founder of Email Mentors, and a Mentor @The Girls Network. She has been nominated for many awards and was proud to win Corporate Woman of the Year ’19 at the Business Woman’s Excellence Awards and to be awarded a Top 50 CX Star accolade in 2022.

LinkedIn: https://www.linkedin.com/in/komalhelyer/?originalSubdomain=uk

Testimonials

The email marketing workshop with Kate was super informative. It helped create a strategy to take back to my team to enhance our existing email marketing campaigns.

Barin von ForeggerDigital Campaign Manager, Trustmark Bank

No fluff. No sales pitch. Just actionable insights from a very knowledgeable presenter!

Mark KoreyMarketing Technologist, SAS Institute, Inc.

Great presentation. Enjoyed finding ways to avoid being put in spam folders and keeping relevant.

Tessa AmsdenSocial Media Marketing Coordinator, Nevco

All sessions so far have been very helpful. Can’t wait for the next one!

Randy Casquejo

I highly recommend attending all 4 workshops, even if you have been an email marketer for a while and have experience. The presentation is great and the content is very interesting, Kate even included the new trends and what to keep an eye on for the future. Even though you may think you know many things, you’ll definitely learn new things. Plus it’s great to have a refresher, so you don’t forget your basics and go back to what works.

Marwah AfifiPaula’s Choice Europe B.V.
Summary
Event
Email Marketing Masterclass, Module 3: Improving email engagement with personalization and automation
Location
Live Online, 15227 Perry Lane,Morgan Hill,California-95037
Starting on
February 29, 2024
Ending on
February 29, 2024
Description
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.
Offer Price
USD 225