Email Marketing Fundamentals

Learning outcomes

On completion of this 1-day course you will:

• Understand what Email Marketing is, it’s benefits and it’s organisational role
• Have a clear understanding of how Email Marketing works
• Know how to define an email marketing strategy and create SMART email objectives
• Know how to segment your subscribers
• Create a best practice email marketing template
• Create an email marketing journey specifically tailored to your company and customers
• Be able to identify email marketing trends and opportunities
• Encounter new tools for all email marketing activities including inspirational designs
• Know the checklist to use when creating copy for your email marketing campaigns
• Take away a checklist for sending your next email campaign
• Know which metrics to use to measure the success of your email campaigns

Email marketing modules covered

Here’s a break down of the subjects that will be covered over the course of the day:

• The role of email in marketing and the organisation
• The template to defining an email marketing strategy
• Breaking down the brief
• Choosing an email service provider/platform or how to use your provider
• Building a list
• Automating key email journeys
• Deliverability & domain infrastructure
• Designing an email template
• Engaging your audience with copy
• The checklist for sending your first email campaign
• Measuring email marketing success
• Post-campaign analysis
• Optimisation, test & learn
• Future of email – what’s on the horizon?

Who is the course aimed at?

This hands-on course is designed for those who want to get a better understanding of email marketing. It is ideal for those who are new to email marketing or those who want to make a recap of the fundamentals of email marketing. It is aimed at beginner-intermediate marketing and PR professionals and those who are managing email marketing accounts.

Who is your tutor for the day?

Jenna Tiffany has over 10 years of experience in providing email consultancy services to create and optimise email strategies for a number of high street brands and SMEs across a number of industries, such as retail, travel, financial services, football clubs and B2B organisations. Jenna has consulted with brands such as Shell, Hilton and World Duty Free on email marketing strategy. She is a Chartered Marketer and a Fellow of the IDM. She is also an elected member of the prestigious DMA UK Email Marketing Council  and her articles regularly feature in their publications. Jenna’s new book, Marketing Strategy: Overcome Common Pitfalls and Creative Effective Marketing, was published in May 2021.

Course costs

Early bird rates are £299 (+VAT) and standard rates are £329 (+VAT).

• Course material
• Access to a password-protected Email Support site which features course recorded video, articles, PowerPoint slides, book links and more.

Discount

• Get 10% off course bookings if your organisation is a registered charity (not applicable to Early Bird discounts).
• If you have 2 or more staff attending, we can offer a discount (off the Standard NOT Early Bird rate).

Times

Courses start at 10.00 am, though we ask delegates to arrive at the venue by 9.45 am (for our virtual classes we ask people to sign in to Zoom by 9.55 am). The courses end at 4.00 pm and lunch is usually taken at 12.30 pm with tea and coffee breaks mid morning and mid afternoon.

Location

** Please note that we are currently delivering all of our courses ‘live’ through Zoom/WebEx.**

All courses are delivered through Zoom which allows us to stream HD-quality video of our courses direct to your office or home, via desktop or tablet. These courses are limited to a maximum of 8 people. Learn more about Virtual Classrooms.

* Prices exclude VAT