Email Marketing

Email marketing has the highest return on investment of all traditional and digital marketing channels.

It allows marketers to communicate directly with their audience in their inbox - one on one, personal and influential space. When used correctly, it can be an organisation’s single most effective marketing tool to nurture prospects and drive repeat purchases.

Email Marketing is no longer just newsletters and company updates that are broadcast to an entire list at once. It's about delivering the correct message, to the right people of your list, at a time they're most likely to open and engage with it.

This course allows you to go deeper into email list segmentation, lead magnets, and metrics, in order to take your organisation's email marketing to the next level.

You will learn the two main types of Email Marketing:

• Email Campaigns: a message sent to your list, or a segment of it, at one time
• Email Automations: a series of automated emails sent over a predefined period of time that are triggered by a specific action, such as when someone downloads an asset from your website

From the strategy of Email Marketing to A/B testing and everything in between, in this course you will discover email’s power to establish your industry authority, convert more customers, and create true brand advocates.

Learning Outcomes:

Upon completion of this course, you will be able to:

• Understand what email marketing is, why it’s beneficial to your organisation and the advantages of incorporating it into your marketing strategy
• Learn the different types of email you can send, as well as leading software to set up, design, test and send campaigns
• Learn the key features of email automation and how to align them to your email campaigns
• Develop an email marketing strategy including segmentation, objectives, timing and content
• Build your email list quickly using lead magnets on your landing pages and website.
• Understand how to avoid emails being sent to spam and promotional folders.
• Design engaging emails, including subject lines, personalisation, trigger words, calls to action and more
• Understand the impact of A/B, split and deliverability testing on performance, and identify what elements to test
• Understand the key metrics to measure and how to optimise your results