Advanced Email Marketing
Increase Your Direct Marketing ROI With Advanced Email Marketing Training!
Email marketing offers the opportunity to reach millions at a relatively low cost, and delivers the highest ROI of all direct marketing channels. In fact, commercial email campaigns generate $43.62 in sales for every dollar spent, according to a Direct Marketing Association study.*
But if your emails don’t reach their destination, entice readers to open and click, and drive conversions, you’re wasting your time and money. Forrester Research forecasts that by 2014, “direct marketers will waste $144 million on emails that never reach their primary target.”**
Advanced Email Marketing reveals how to develop highly effective email campaigns that break through the clutter and drive results. Through streaming video lectures and live interactive sessions led by USF’s expert instructors, your team will learn proven techniques to increase deliverability, improve response rates and enhance your sender reputation. They’ll also gain an understanding of key legal issues that can help your company avoid costly fines and lawsuits.
This advanced specialized course will benefit employees throughout your organization, from copywriters, graphic designers and IT specialists who create, code and send emails; to database administrators who manage email lists; to customer service reps who respond to inbound emails; to analysts who evaluate results. In just eight weeks, this 100% online email marketing training will arm your team with powerful tools and strategies to boost your ROI!
Course Topics
Introduction to Email Marketing
- Email Marketing Essentials and Effective Strategies for Deliverability
- Inbound Email as a Marketing Tool
- Integrating Email With Social Media
- Email Marketing Myths and Best Practices
The Email Foundation
- Secrets to Successful B2B Email Marketing
- Mapping Email Strategy to Sales Cycle Stages
- Top Tips for Increasing Response Rates
- Optimizing Your Offer Strategy, Managing Lists, Nurturing Leads and Tracking Performance
Email Design and Functionality
- Multi-Part Messages: HTML and Text
- White Lists, Black Lists and Other Considerations
- Email for Mobile Phones
- Selecting the Right Software Platform for Your Business
- Developing and Managing the RFP Process
Email Deployment
- Setting Goals and ROI Tracking
- Key Strategies for Multi-Variate and Landing Page Testing
- Email Broadcast Checklist
- Best Practices for Sending a Correction Email
Email Marketing Analytics
- Retargeting Campaigns and Trigger Campaigns
- Effective Copywriting and Design Techniques for Email
- Personalization, Rich Media and Graphics
- Key Factors Impacting Open Rates, Click-Through Rates and Hard Bounce vs. Soft Bounce
Email Optimization and Testing
- Reducing Unsubscribe Requests
- Optimizing for Deliverability, Open Rates, Click-Through Rates and Conversion
- Dashboard and Trend Analysis
- Targeting Links and Deep Linking
Email Marketing Laws and Ethics
- CAN-SPAM, COPPA and State Email Laws
- Email Privacy and Database Security
- Safe Harbor Policies and International Emails
- Following Proper Unsubscribe Procedures
Multipurpose Emails and Case Studies
- E-Newsletters and Online Surveys
- Viral Email Campaigns and Web/Email 3.0
- In-Store Offers and Coupon Delivery
- Deliverability, Reputation Management and Repair
- Relevance-Enabling Technologies and Clickstream Analytics
* “E-mail ROI Still Stunning, Still Slipping: DMA”; published by Ken Magill on DirectMag.com; October 20, 2009.
** “Forrester Forecast: US Email Marketing Spending To Reach $2 Billion In 2014”; press release published on Forrester.com; June 15, 2009.
Share
