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