Special Spring Pricing: Regularly $450 is now 50% off—$225. Enroll here.
Introduction:
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 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 a 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. 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.)
Description:
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 journeys, 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 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.
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 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 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.
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
Workshop dates and times:
SPRING
Module 1: Improving Your Campaign Results with Better Copy, Design, and Strategy.
Thursday, May 9, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: Improving Email Deliverability to get Your Emails in the Inbox.
Thursday, May 16, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 3: Improving Email Engagement with Personalization and Automation.
Thursday, May 23, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
Module 4: Email Marketing Along the 5 Stages of the Customer Journey–Improving Email Results with the Right Content Along the Customer Journey to Drive Engagement.
Thursday, June 6, 2024
from 9:00 a.m. to 11:00 a.m. PDT.
