Practical Email Marketing
Email marketing is a tool that many businesses both large and small are using as part of their marketing communications plan. The course gets down to the nitty gritty of email marketing as a communications tool, looking at what has and hasn’t worked for a range of businesses in various industries. It’s a practical and case study-based look at exactly what any organisation wanting to use email as a marketing tool should know.
With the Unsolicited Electronics Messages Act in place (aka the anti-SPAM act), unsolicited commercial messages are prohibited unless there is an existing relationship between the sender and recipient. Businesses need to make sure they are adopting best email marketing practice and ensure they are in no way given the damaging label ‘spammer”.
Who Should Attend this Course
Many marketing professionals have already attended and benefitted from this course – including Marketing Managers, Brand Managers, Communication Managers, Marketing Executives, Campaign Managers and online marketing professionals.
Why Should You Attend this Course
At Practical Email Marketing 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
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
Your Tutors
Amanda Partington
Amanda has been in the email marketing industry now for almost 6 years. In her capacity as Senior Business Development Manager to global email marketing giant Experian CheetahMail, she has access to market information from a client base of thousands. Some of these clients include leading brands like XBox, JC Penney, Timberland, Borders and more locally House of Travel, SkyCity Entertainment Group and Number 1 Shoes.
Amanda is a keen advocate of all digital solutions and represents the eMarketing Network to ensure best practice is continually adhered to and remain at the forefront of the industry. She understands her clients and shares their hunger for industry information and is inspired by offering clients results that are driven by clever data solutions that result in relevant and fruitful relationships. During her career, Amanda has worked with email clients in New Zealand that include The Warehouse, EziBuy, Max Fashions, IAG, Telecom NZ, FlyBuys and more. This is the 6th time that she has tutored the Practical Email Marketing Course.
Chris Price
Chris was introduced to the world of online marketing back in 1999 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. His business works with two main customer groups.
The first contains people who want to use the online space to grow their business but arrive frustrated by their lack of results to date. For each the business develops a custom designed lead generation process that supplies them with a regular, steady stream of new business leads / or sales that underpins their future business growth. Companies within this group include; Boston Wardrobes, Les Mills International, Cleantastic, SelectCleaning, Agrigarden, Make Up Direct and Toyota Financial Services.
In addition to this the business also has some rather specialised email marketing skills. These fit well with large corporate marketing departments who are struggling to find a supplier of flexible and affordable support for their ongoing email marketing requirements. For each of these Permission provides a tailor made support package that gives them the flexibility they require and as a result a competitive edge with their own email marketing activities. Customers in this group would include the likes of; Les Mills, NZSO, OfficeMax, The University of Auckland and Fly Buys.
Chris is married with two daughters and lives in Pt Chevalier, Auckland.
Plus guest presenters:
Amanda and Chris will also be joined by a range of industry specialists presenting specific email marketing case studies.
What Past Attendees Say
Great seminar with lots of fresh ideas and interaction. Can’t wait to implement all of the new ideas into our business.
Rebecca Brown, NZ Retailers Association, Events Coordinator
Very valuable course – can take back and share with the rest of the team and optimize email campaigns and strategy going forward.
Louisa McGregor, Tequila
FAB! The workshop covered every aspect of email marketing, it as clear in a helpful order and current. All speakers knew their stuff and added tremendous value.
Hilary Yates, Swanndri NZ
Where and When
Auckland
Monday 20 and Tuesday 21 September, 8.30am - 5.00pm
Crowne Plaza Hotel, 128 Albert Street, Auckland
Your Investment
Marketing Association Members $1295 + GST
Non Members $1495 + GST