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.
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:
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!
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.
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.
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.
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.
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.
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!
Learn some effective ways to start and/ or grow your email subscriber database.
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).
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.
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.
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.
How do you know if your email program is successful? Hear about additional ways to measure success, and what to look out for.
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.
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?
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?
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!
With over 12 years' experience in Marketing, I have focused on Email and Cross-Channel Marketing for the last 5 years, helping some of Australia's largest retail, travel and non-profit businesses create and maintain online marketing strategies.
I love the creative and measurable nature of Online Marketing, and using my skills and experience to help businesses of all levels identify, meet and exceed their goals.
My approach to teaching is to present simple, step-by-step processes by distilling the experience and skills I've gained in my professional career to make it easier for others to learn.
I look forward to seeing you in class!