How to write your own successful Email Marketing Strategy

Name: How to write your own successful Email Marketing Strategy
Rating: 4.5 (31 reviews)

Use industry best practices to create, manage & continually improve a strategy to get the best from your email marketing

Created byNadee Guy

Last updated 1/2017

English

English [Auto],

What you'll learn

Create, manage and learn how to continually improve your very own Email Marketing Strategy.
Understand the breadth and depth of the capabilities and opportunities of Email Marketing for business.
Know how to build a successful Email Marketing program, starting with solid foundations and moving systematically through the more advanced capabilities of Email Marketing.

Course content

4 sections • 18 lectures • 2h 3m total length

Course Introduction: Email Marketing & what to expect in this course3:20
The purpose of this course is to provide you with practical steps to create your own Email Marketing Strategy and Road Map that can be used with any Email Service Provider (ESP). In this lecture, hear about the course outline and the tools I'll be introducing for you to download and use on a regular basis.
Email Marketing effectiveness & Top things to keep in mind4:49
Why is Email Marketing an effective tool in your marketing mix? Let's dig a little bit into why Email works (despite regular claims that 'email is dead'!), and discuss 3 things to keep in mind about Email Marketing.
From Basic to Advanced: the different levels of email strategy11:46
Email Marketing can be as basic as collecting email addresses in a spreadsheet and sending one blast email, or as complex as fully-automated programs that are dynamic and personal to your customer and tailored to individuals. This lecture outlines primary 'layers' in email strategy.
Setting your objectives - a powerful way to stay focused6:16
This sounds like a basic step, but it's surprising how many businesses don't define and focus on business objectives as part of an email marketing program. Hear about some simple tips to define your objectives and ensure you're always on track to hit them.
Worksheet: Setting your Email Marketing Objectives2:00
Following the previous lecture, now go ahead and download the worksheet and complete your own Email Marketing Objectives, ready to launch into the next Section.
Deliverability: What is it? Why is it important?10:55
Deliverability is an easily-overlooked part of Email Marketing, and can be very confusing and overwhelming. Let's break down the key elements and some basic steps to get your email into your customer's inbox.

Create an Email Marketing Program Calendar to keep you on track17:24
Data: the lifeblood of your email program7:59
Understanding data is an important first step to creating and continuing an effective Email Marketing program. In this lecture, learn about the basics of clean, correct data and put procedures in place to keep it that way!
Subscriber Acquisition: growing your email list7:09
Learn some effective ways to start and/ or grow your email subscriber database.
Email Design: the fundamentals14:43
What should your emails look like? Learn some of the fundamentals to email design, and how to brief a designer (when you're not using a standard email template provided by a supplier).
Onboarding your new subscribers - Welcome Emails9:01
The initial period after a subscriber signs up to your program is when they are most engaged, and how much they open/ click/ find out more/ fill out more during this period is a good indicator of how much they will engage with the rest of your program. This lecture outlines some of the key steps to ensure you have an effective Welcome Strategy.
Promotional Emails: your ongoing Email program1:57
For many businesses, promotional emails will be one of the main areas of focus. This lecture will outline how to stay ahead of your strategy and plan an effective promotional calendar, as well as a practical guide on how to ensure your emails look great and function properly every time you deploy.

What metrics should you be looking for to measure success?3:42
The beauty of email marketing is that the results and success are so measurable - and the metrics allow you to understand what's working, what isn't, and what you might change to make your program better. Read this written lecture to learn about the different ways of measuring Email Marketing success, and get an idea of some benchmarks to aim for. I also talk about resources you can reference for the latest in success benchmarks.
Keeping your finger on the pulse - what to measure, when, and staying focused4:43
How do you know if your email program is successful? Hear about additional ways to measure success, and what to look out for.

You've laid the sound foundations - where to next?4:36
Hear about the types of programs you can introduce in the next phase and start thinking about what you'd like to introduce to your email marketing program next.
Stay focused: How to ensure subscriber retention8:05
Once you've acquired your subscribers and set up a program you're proud of, you'll want to ensure you keep them (ie minimise your Unsubscribe rate). How can you keep as many subscribers as possible on your list?
Setting yourself up for the next steps: Data enrichment4:28
Once you have established a basic set of data (eg email address, first name, gender), what are the next steps to enrich your data and take your program to the next level?
Wrap Up2:56
Thank you so much for completing this course!

In the final wrap-up lecture we'll review the 3 things to keep in mind whilst planning and conducting your Email Marketing strategy, and I give you another chance to set yourself a recurring calendar appointment so you don't forget to regularly review your calendar and plan.

Once again, thanks so much for joining me!

Requirements

The downloadable materials are based in Google Docs - so you can copy and edit them online, or download them and edit within your own word processing tools.
In order to send marketing emails you'll need an Email Services Provider (eg MailChimp, Campaign Monitor etc) - but you won't need to have it set up for this course. We can set up your strategy using the tools within this course.

Description

Learn about the capabilities and opportunities of Email Marketing for business, and how to start (or build on) an email program with solid foundations, enabling you to move into more complex and advanced email marketing practices.

Create your own Email Marketing Strategy using Industry Best Practices and a Systematic, Simple Approach to Planning your Email Program.

Learn about the levels of complexity within Email Marketing and how to progress through them.
Refine your email objectives and learn how to measure your success.
Understand the impact of Deliverability and the basics of getting it right - ie, avoiding the Spam/ Junk folder!
Uncover how to acquire new subscribers and engage them from the very beginning.
Hear about the important features to include in your design and be inspired by great-looking examples!
Beat the overwhelm, by taking a step-by-step approach to setting up a comprehensive, solid email marketing plan.
Download my worksheets and guides to help you walk through your own strategy.

Having worked in Marketing for 12+ years I've seen many approaches to Email Marketing. I've designed this course for beginners who are just starting out, or may have an Email program they want to improve upon. Email is so much more than one-way communication to a list of subscribers - I want to share my passion and help others create their own successful email marketing programs.

This course is about the approach and strategy behind email, rather than specific instructions on how to set up accounts, forms, lists etc. My reason is simple: regardless of which platform you use, you need a strategy in order to be the most successful you can be!

The course will cover:

Section 1:

VIDEO 1: An Introduction
VIDEO 2: The effectiveness of email
VIDEO 3: From Basic to Advanced - an explanation of the levels within Email Marketing
VIDEO 4: Setting your objectives
WORKSHEET: Set your own objectives
VIDEO 5: Deliverability - getting your email into the inbox

Section 2:

VIDEO 6: Creating your Email Marketing Calendar planner
VIDEO 7: Data - the lifeblood of your email program
VIDEO 8: Growing your subscriber list
VIDEO 9: Email Design - the fundamentals plus some inspiration
VIDEO 10: Welcome your New Subscribers
WRITTEN LECTURE: Promotional Emails

Section 3:

VIDEO 11: What metrics should you measure?
VIDEO 12: How do you know if you're successful?

Section 4:

VIDEO 13: Where to next?
VIDEO 14: Keeping your subscribers interested
VIDEO 15: Data enrichment - how to add more useful data
VIDEO 16: Wrap Up

If you're looking for a good introduction to Email Marketing, or want to ensure you've got the basics covered in your existing program before moving into the more advanced capabilities, you've come to the right place!

Click 'Take This Course' to get started now!

Who this course is for:

Business owners who are using email as a marketing tool, or want to get started, and want to ensure they are getting the most from their email marketing.
People with minimal (or no) experience with email marketing who are required to do it as part of their job.
This course is probably not for you if you already have a good, basic email marketing program underway and are looking for advanced tactics - this course is about covering the basics.

How to write your own successful Email Marketing Strategy

What you'll learn

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Course content

An introduction to Email Marketing Strategy6 lectures • 39min

Email Marketing Fundamentals: Laying your <solid> Foundations6 lectures • 58min

Measuring the outcomes of your hard work2 lectures • 8min

Next Steps: where to from here?4 lectures • 20min

Requirements

Description

Who this course is for: