Email marketing course

Why E-mail Marketing?

The most used application on the internet has always been email. Whether you are trying to reinforce customer loyalty, generate sales, expand your market, grow brand awareness, drive traffic to your website, or build community, email marketing can be both inexpensive and very productive.

In 2006, according to the Direct Marketing Association, email marketing campaigns generated an average return of more than 50 times the investment in the campaign. That's a medium worth mastering!

But email is a medium that is fraught with complications, particularly as nine out of ten emails today are spam (unsolicited bulk marketing messages) or malware. That has led to recipients being wary of commercial emails even from known senders, spam-filter technologies that automatically block messages or images, and legal and ethical requirements that cannot be ignored. And in South Africa we have our own set of constraints resulting from bandwidth and access issues.

Despite the constraints, email is a major driver of traffic to websites, and it is essential for anyone with an online marketing responsibility to develop the knowledge and skills of a professional email marketer. This course will do that for you.

Why Should You Attend?

Everyone knows there is a lot more to designing and implementing successful email marketing campaigns than simply sending out emails. It is a science and an art. Get it right, and the return on your investment can be huge. Get it wrong and you can lose customers in droves.

Britefire's Email Marketing course will help you acquire the knowledge and skills of an email marketing professional. You will leave the course with the confidence to move forward and excel in every campaign.

You will learn how to put together an email marketing strategy that exploits all of the components of effective campaigns. And you will discover the best practices in the industry, comprehensively illustrated with actual examples and case studies.

The course examines issues such as building, maintaining, and segmenting mailing lists; designing mailing pieces that get through filters and perform despite common barriers such as being read in preview panes or having images blocked; crafting subject lines that maximise open-rates; ensuring you have all of the must-haves in place, such as view-online, opt-out and forward-to-a-friend links; designing compelling landing pages that convert visitors to customers; and using analytics tools to measure and improve campaign success.

You will learn rules of thumb for important details such as font usage, sentence length, and message width; and you will be introduced to tools and services that can make the creation and management of campaigns both simpler and more professional. And you will learn how email campaigns can best be integrated into an overall marketing strategy.

Email marketing is a powerful cost-effective tool that can grow business, build community, boost customer loyalty, expand your market, generate brand awareness, or drive visitors to your website or microsite. This course teaches you how to use that tool.

Who Should Attend?

This course is a must for anyone who makes tactical or strategic business or marketing decisions about online initiatives, or has to interact with those who do, including:

* business strategists
* marketing managers, product & brand managers
* marketing communications people
* advertising and marketing services executives
* website developers, information architects, and creative personnel (including copywriters, designers)
* e-commerce and e-marketing personnel

What Will You Learn?

You will leave this course not only with a great understanding of how email marketing and its many processes actually work, but also with a practical ability to create your own email strategies and campaigns, and to measure and improve their results.

What is more you will be equipped with an host of industry best practices, inspiring and enlightening examples, and guidelines for staying in tune with developments in the future. You will learn:

* how to put together an effective email marketing strategy
* the best practices in the industry
* how to build, maintain, and segment mailing lists
* how to design mailing pieces that perform
* how to manage common barriers to success such as preview panes image-blocking
* how to craft subject lines that maximise open-rates
* how to put all of the must-haves in place
* how to design compelling landing pages that support conversion
* how to use analytics tools to improve campaign success
* guidelines for font usage, sentence length, and message width
* what tools and services can simplify the creation and management of campaigns
* how email campaigns can best be integrated into an overall marketing strategy

And you'll be totally psyched to take charge of your own email marketing initiatives!

Date: 26 May 2010
Venue: Winchester Mansions, Seapoint, Cape Town
Cost: R 2600 incl VAT, incl lunch & refreshments (Group & Early Bird discounts apply)

Date: 05 May 2010
Venue: Johannesburg
Cost: R 2600 incl VAT, incl lunch & refreshments (Group & Early Bird discounts apply)