Email marketing

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5:54:00
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Английски
За кого е този курс
For all marketers who want to equip their plan, execute, measure effective email marketing campaigns.
Какви знания трябва да имате, за да започнете този курс
You should have basic marketing knowledge
Какви знания ще придобиете след края на курса
Completing this module will equip you to plan, execute, measure and budget for effective email marketing campaigns through: Knowledge of the power and problems of using email as a channel to market; A desire to minimise the 'spam risk' at every stage of executing a campaign; A clearer perception of the commercial and marketing applications of email

Oписание на курса

Module learning outcome

This module will provide you with an understanding of the relevant technologies and their application for effective email marketing, including:

* The tools available to the email marketer

* How to acquire names from a website, customers and external list brokers

* Legal requirements when conducting an email campaign

* The correct components of a marketing email

* How to test email campaigns to continuously improve your results

* Techniques to encourage “viral" campaigns

What's in this Module?

Within digital marketing's remarkable rise to prominence, email marketing has been one of the most visible forces behind this growth.

Email marketing presents a varied toolkit - from simple information emails, to service emails for customers involving surveys, newsletters and viral email.

Whether in a business-to-business or business-to- consumer context, email is a powerful marketing tool. It can build or damage an organisation's reputation.

The risk of spam is considerable - even if it is unintentional. So much so that the systems used to protect individuals and businesses from unsolicited email make it increasingly difficult for legitimate marketers to reach their marketplace.

Spam

Indiscriminate, unsolicited, unwanted, irrelevant or inappropriate email messages, especially commercial advertising in mass quantities.

Email success

The cornerstone of any successful email campaign lies in its planning.

This begins with permission-based principles (www.sethgodin.com/permission) and detailing every step of the campaign before the first email is despatched.

This module examines how successful email marketing campaigns are built - from the success factors of planning, timing, targeting and offer, to tracking and measurement.

You'll be introduced to the email marketing toolkit and work through all the stages of a comprehensively developed email marketing programme:

  • Lists and legal requirements
  • Testing for continuous improvement
  • Measuring campaigns
  • Developing viral campaigns
  • Using enewsletters
  • Viral campaign success factors

Content:

Topic 1 Basic components of email marketing

Lesson 1 Success factors, key issues and challenges

Lesson 2 Sending out an email

Lesson 3 Managing email response

Lesson 4 Barriers to email

Lesson 5 Creative testing

Topic 2 Permission in email marketing

Lesson 1 Reduce interruption marketing

Lesson 2 Build permission email lists

Lesson 3 Think “request marketing”

Lesson 4 Achieve opt-in

Lesson 5 Offer more opt-in choices

Lesson 6 Create a “common customer profile”

Lesson 7 Use incentives to gain opt-in

Lesson 8 Maximise learning, minimise attrition

Lesson 9 Give positive alternatives to opt-out

Lesson 10 Watch behavior to learn

Topic 3 Acquiring names and email lists

Lesson 1 Differences between in-house and third-party lists

Lesson 2 How to maintain and grow an in-house list

Lesson 3 Pros and cons of external lists

Lesson 4 Other forms of email marketing

Lesson 5 Legal issues

Lesson 6 Common page types

Topic 4 Key issues for email communications strategy

Lesson 1 Right touching

Lesson 2 Email targeting options

Topic 5 Testing email for continuous development

Lesson 1 Types of testing for email

Lesson 2 Improving deliverability

Lesson 3 Content: Sender and subject line

Lesson 4 Content: Copy

Lesson 5 Content: The close

Lesson 6 Creating and measuring successful tests

Topic 6 Enewsletters in your email plan

Lesson 1 Planning and resourcing your newsletter

Lesson 2 Audience and proposition

Lesson 3 Content and format

Lesson 4 Tailoring and timing

Topic 7 Viral email marketing campaigns

Lesson 1 Designing and resourcing viral campaigns

Lesson 2 Managing and nurturing viral success

Lesson 3 Measuring and testing

Структура на курса

Раздел 1: Basic components of email marketing

Compared to other forms of digital marketing, email marketing is relatively undynamic. The fundamental approach to email marketing and the factors that contribute to email campaign success remain relatively constant over time.
For email marketing to be effective, you must get and keep your recipient's trust. This is the basis of your email database’s integrity. In part, keeping trust requires a balancing act between respect for email recipients’ rights, of which privacy is paramount, and the need to test frequency and approach to optimise email marketing results.
The body copy of an email sits at the center of a complex set of carefully planned components of an email campaign.
Online response; Offline response
Response objectives and mechanisms
Print off and complete the checklist below for the last campaign you were involved in.
Spam filter friendly copy. Copy and paste the email copy below into the Lyris content checker (http://www.lvris.com/contentchecker/)
This lesson comprises a simple, single exercise to start you thinking about testing options.

Раздел 2: Permission in email marketing

Lesson 1: Reduce interruption marketing; Lesson "2: Build permission email lists; Lesson 3: Think 'request marketing'; Lesson 4: Achieve opt-in; Lesson 5: Offer more opt-in choices; Lesson 6: Create a 'common customer profile'; Lesson 7: Use incentives to gain opt-in; Lesson 8: Maximise learning, minimise attrition; Lesson 9: Give positive alternatives to opt-out; Lesson 10: Watch behavior to learn; Further reading; Topic learning outcome;
"Permission marketers spend as little time and money talking to strangers as they can. Instead, they move as quickly as they can to turn strangers into prospects who choose to 'opt-in' to a series of communications." Godin
Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating? Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
Q1: How well does the Dell email score against Godin's four tests? Creating a learning relationship? Q2: How well does the Dell email score against Godin's four tests? Inviting customers to "raise their hands" and start communicating? Q3: How well does the Dell email score against Godin's four tests? Use of a permission database?
Buying external lists is not the only route to building your in-house email database. There are many ways to add email addresses to your database - and with permission to use them.
Email recipients engage with communications they have proactively agreed to receive. Response to your in-house emails will vary by the type of email sent as this data from Merkle shows. They suggest that including promotional material in transactional emails may be favorable.
Email campaigns should be planned to encourage customers to ask for more emails in the future. That's likely to mean offering them a choice of which emails they are sent.
The internet changes the central power source in marketing, from the brand owner to the customer - the web is far more customer-centred than the High Street.
'Opt-in' is central to permission marketing. Without the recipients' opt-in to receive marketing communications, your email database is useless. Opt-in is a legal requirement for marketing communications in many countries.
Does your company ask for opt-in at registration?
Email is more effective when users are able to choose their own interests. If the aim of permission and request marketing is to make marketing more useful, it makes sense to let recipients choose which emails they want to receive.
Think of five ways in which your customers might choose to filter email communications from you. Which email marketing activities would appeal to which database selections?
Since you are aiming to learn more about each customer over time, you'll need a structured approach to capturing customer data. This can be achieved through a 'common customer profile'.
Since you are aiming to learn more about each customer over time, you'll need a structured approach to capturing customer data.
Give customers good reasons to opt in to receive your emails; but always balance the cost of the incentive against the value of a new registration.
It is possible that your service is reason enough in itself, but most companies find that an incentive increases take up of registration page traffic.
It's important to be transparent in how you will use customer information. Customers are happy to share information with companies they trust.
It's important to be transparent in how you will use customer information. Customers are happy to share information with companies they trust.
Giving customers alternatives to opt-out is an effective way of reducing attrition.

Раздел 3: Acquiring names and email lists

This topic will provide you with an appreciation of how to legally acquire and manage email name and address lists for your digital marketing communications programme.
Respecting customers' privacy is the strongest way to maintain your email list's integrity. Do not send email when it's convenient for the company - send it when it's likely to be useful to the recipient.
External lists are a mainstay of direct mail. While useful to the email marketer, the 'permission mindset' places different expectations on email marketers.
In addition to list rental, other effective ways to use email in support of customer acquisition include...
Great care is needed when managing personal data online.

Раздел 4: Key issues for email communications strategy

After studying this topic you will be able to review and address the key strategic issues for creating an effective email marketing programme.
Key issues for email communications strategy.

Раздел 5: Testing email for continuous development

This topic will give you an appreciation of the components of an email that are worth testing, and a logical sequence in which to test for improvement.
This lesson reviews the three types of email testing that can be used to improve results: Email provides one of the market’s purest test environments, with near-instant measurable results.
HTML, plain text, filters and white mail
Content has a role to play in making sure that emails are delivered, as well as encouraging recipients to act on what they see.
While it is important to get the technology, copy, landing pages and all the other paraphernalia of an email marketing campaign correct, and to test them regularly, campaign planners should never forget the marketing in email marketing.

Раздел 6: Enewsletters in your email plan

This topic will equip you with the basic knowledge to plan and develop enewsletters as part of your ongoing digital communications plan.
The starting point for planning your enewsletter(s) is to examine, or re-examine, exactly why you are publishing it.
Before deciding on the proposition, content and structure of your enewsletter(s), think about your readership.
If you only offer one enewsletter, ask whether a 'one size fits all' enewsletter is really delivering what you and your subscribers are looking for.

Раздел 7: Viral email marketing campaigns

Lesson 1 Designing and resourcing viral campaigns Lesson 2 Managing and nurturing viral success Lesson 3 Measuring and testing Further reading
It is common for marketers to ask an agency to 'make a campaign viral' or add a viral element, but there are different types of viral, and some are more viral than others.
It is common for marketers to ask an agency to 'make a campaign viral' or add a viral element, but there are different types of viral, and some are more viral than others. These are three common types of viral: 1. Pass along viral 2. Email a friend viral 3. Incentivised viral
The most successful viral campaign is likely to ask for just an email address at the initial point of forwarding.