Email marketing workshop
This one-day workshop will give you the tools and strategies to develop successful email marketing campaigns that will produce real business results.
It has been developed to provide you with the latest knowledge and theoretical background, industry best practices, and practical tools and examples that will equip you with an action plan that you can implement immediately.
DETAILED WORKSHOP OUTLINE:
An introduction which will cover:
• Email marketing - the pros and cons
• Permission marketing
• Defining goals
• Email marketing strategy
• Defining metrics
• Setting your budgets
• Case studies
Some necessary background knowledge, including:
• Competitor analysis
• Regulations
• Email service providers (ESPs)
Getting started:
• Encouraging subscription, on- and offline
• The important registration process
• Frequency
• Building trust
• An engaging content structure
HTML Email design and technology:
• Design and brand personality
• Working with templates
• Choosing a colour palette and fonts
• Clear navigation
• Designing for the preview pane
• Designing for 'Above the Fold'
Writing for Email:
• Developing a brand voice guide
• Scannability
• Writing for the Inverted Pyramid
• In-email links
• Short and long copy
• Subject lines and from fields
Email development:
• HTML vs. text emails
• Sending multi-part MIME and other formats
• Email reader compatibility and testing
• Improving inbox deliverability
• Avoiding looking like a spammer
• Improving list quality
• Removing non-responsive emails
• How to minimise unsubscribes and complaints
• Onsite archives
Email marketing optimisation:
• Database segmentation, collection and profiling
• Understanding conversion and performance metrics
• Tracking landing pages
• Reducing abandonment and bounce rates
• Structured approaches to testing
• A/B and Multivariate testing
• Analysing test results
• Case studies
WORKSHOP FACILITATOR: Katharina Scholtz, Content Project Lead - Education, Quirk eMarketing
DATES & VENUES:
• Cape Town - Southern Sun Cullinan Hotel: 17 May 2011
• Johannesburg - The Grace Hotel: 21 July 2011
SPECIAL OFFERS:
• Register three delegates and the fourth delegate attends FREE of charge!
• Special discount for registered NPOs, small businesses (30 or less employees) and full-time lecturers at universities/colleges/schools - contact us for more information!
For MORE INFORMATION, contact Magdeline Matlatse on email: az.oc.serwonk@eniledgam or 011 880 8540
Date: 17 May 2011Venue: Cape Town