Learning Paths
Use a structured approach to evaluate individual and team marketing skills and create an action plan for improvement.
How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team brief and create integrated inbound marketing campaigns for maximizing campaign reach, interaction, response and ROI. The included templates can then be used to apply the learning to your own campaigns.
What is a Learning Path?
Learning Paths are our unique interactive online training courses that explain concepts, give examples and test understanding.
Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.
Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.
Development Objective
Members who successfully complete this Learning Path have the ability to create integrated inbound marketing campaigns for maximizing campaign reach, interaction, response and ROI using a structured approach.
Learning Objectives
- Make a case for investment in email marketing and automation by reviewing opportunities and understanding marketing automation options.
- Forecast email campaign response and programme improvement by defining goals and metrics as well as auditing current effectiveness against benchmark performance.
- Review techniques to grow subscribers, increase subscriber engagement and improve email list quality.
- Improve lead nurture, reactivation emails and integration of SMS marketing.
- Review lifecycle automation options and the use of segmentation, targeting and creative optimization to improve the response of different email and newsletter formats.
- Create and agree an email contact strategy and policy and improve pre-broadcast processes and checklists based on best times and frequency for broadcast.
How is the Learning Path structured?
The Learning Path is separated into these topics and modules
Topic 1
Discover email marketing and automation opportunities
- Review opportunities for using email for acquisition and retention
- Understand marketing automation opportunities
- Audit email effectiveness
Topic 2
Setting targets for email marketing
- Goal setting for email
- Review techniques to grow and improve email subscription lists
- Benchmarking email performance
Topic 3
Improving your use of email and SMS marketing
- Review your use of different email types
- Essential email design elements
- Improve email copywriting
- Create an effective e-newsletter
- Test and optimize subject line effectiveness
- Define data capture and profiling
- Review and improve mobile email effectiveness
- Integrated SMS marketing
Topic 4
Segmentation and targeting for email
- Segmentation and targeting
- RFM analysis
- Understand the principles of machine learning and AI
Topic 5
Email frequency and contact strategy
- Review email lifecycle automation options
- Create an email contact strategy
- Lead scoring and grading
Topic 6
Improve email governance
- Privacy law requirements for digital communications
- Select an email supplier
- Auditing and improving email deliverability
Roles who will find this Learning Path useful
- Company owners and directors working for smaller businesses
- Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director seeking to review the marketing campaign planning process
- Marketing and digital marketing manager and marketing executives involved with the briefing and implementing campaigns
- Consultants or agency account managers working with clients on campaigns
Interested in learning more about Our Academy
Drop your details into the form below and we will call you back for the discussion.
