Special Spring Pricing: Regularly $450 is now 50% off—$225. Enroll here.
Introduction:
This is part 2 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.)
In this workshop on email deliverability we’ll be covering the following content:
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.
Key Takeaways:
- 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 you can 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 if 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.
- Proactive:
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.
