Practical Email Marketing
Practical Email Marketing will be held in September. To register your interest for the September course please contact our Events and Education Team.
Spam - the scourge of the eCommunications world!
With the Unsolicited Electronic Messages Act now in place (aka the anti-SPAM act), unsolicited commercial messages are prohibited unless there is an existing relationship between the sender and recipient. Now more than ever, businesses need to make sure they are adopting best email marketing practice and ensure they are in no way given the damaging label 'spammer'.
You’ll learn:
- how to get the most out of this medium to maximise response
- how to best design a campaign to ensure you get your email both delivered and achieve ROI
- strategies and knowledge to make sure you stay on the right side of the law
Your Tutors
Amanda Partington
Amanda is a long time advocate of email marketing, online integration and ecommerce. For the past five years, she has held the role of Account Director at one of NZ’s leading online marketing agencies – Jericho. In this role, she provides specialist email marketing services to brands like Max Fashions, Barkers, IAG and Telecom NZ. Amanda sits on the Marketing Association’s eMarketing Network Executive and believes strongly in the importance of educating others in the email and online space.
Chris Price
Chris was introduced to the world of online marketing when he helped to establish what was then one of the leading email messaging software providers in New Zealand. In November 2002 he left this role and founded Permission NZ Limited to provide online marketing services to a growing range of corporate clients. Chris is originally from the UK with a background in mechanical engineering.
Plus guest presenters:
Amanda and Chris will also be joined by a range of industry specialists presenting specific email marketing case studies.
Course Content
Module One - A Closer Look at Privacy and the Law
- The Privacy Act
- SPAM Legislation
Module Two - Setting Objectives for Email
- Various email marketing objectives
- Objectives must be SMART
Module Three - Sample Strategies for Email Campaigns
- Different types of email campaigns and the strategies behind each
- Examples of each type
Module Four - Collecting Information and Growing Your Database for Email Marketing
- How you can use email as a database marketing medium
- Examples of smart segmentation
- Getting your database started
- Building your list from scratch
- The importance of permission
- Converting existing database
- 6 principles to email by
Module Five - Crafting Email Offers and Promotions
- What works best in email
- Advertising fundamentals
- Direct mail approaches that work in email
- Direct mail approaches that DON'T work in email
- Match your offer to your strategy
- Discount vs. value-added
- Create our own as a group
Module Six - Email Formats, Design Considerations and Coding Issues
- Email formats - text vs. HTML vs. rich media
- First things first
- Hotmail, AOL and other swear words
- ALT tags
- Images and forms
Module Seven - Getting the Words Right
- The most important part of your email - the FROM line
- The second most important part of your email - The subject line
- Effective, readable body copy
- Bullets and bolds, click-throughs and colours
- Personality
- Hiring a copywriter - why and how
Module Eight - Technical Considerations
- What you need
- Your options are based on whether you want to own these things, or buy them in from outside
- Three basic options: DIY, ASP and full service
- DIY - Outlook and MS Word, ACT, other database programs
- DIY may work well but may have pitfalls
- ASP
- Full service
Module Nine - Measurement
- Open rates
- Click-throughs
- Conversions
- Forwards
- Bounces/ unsubscribes
- Time of day
- Response forms
- Reporting - automated and manual
Module Ten - Summary and Review
When and Where
Auckland
Monday 7 & Tuesday 8 September, 8.30 - 5.00pm
Crowne Plaza, 128 Albert Street
Investment
Marketing Association Members $1295 + GST
Non Members $1495 + GST
To register your interest for September workshop please contact our Events and Education Team by email or on 0800 347 328.