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 their Email marketing communications strategy
  • Digital marketing managers, executives and specialists responsible for email marketing
  • Consultants or agency account managers

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