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Qualification: IDM Professional Certificate in Email Marketing - London

Qualification: IDM Professional Certificate in Email Marketing - London

Become a recognised email marketing expert, professionally qualified to plan, initiate, manage and evaluate effective, ROI-driven email marketing campaigns for your organisation.

You will learn to:

  • Define an effective email marketing strategy
  • Adopt email marketing best practices regarding trust, reassurance and legalities
  • Build effective and profitable online customer relationships
  • Implement advanced techniques of segmentation and automation for even better ROI

Steve Kemish F IDM, Managing Partner, JunctionAgency

Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.

A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

This qualification is made up of 13 modules. You will also be required to complete one individual assignment and sit 2 x one hour online exams.

Module 1: State of the Market

Learning objective: Evaluating the use of email as a marketing tool.

  • Facts and figures
  • Strengths and weaknesses of email marketing 
  • Why email marketing?

Module 2: Knowing What You Want To Achieve

Learning objective: Setting objectives and messaging strategies to achieve the right results.

  • Define goals and objectives
  • Choosing the right messaging strategy
  • Types of content, types of emails, timing and frequency
  • Integrate with other channels
  • Segmentation and targeting

Module 3: Analysing the Results

Learning objective: Understanding what, when and how to measure.

  • What to measure when
  • Setting up a dashboard
  • Comparing results and benchmarking

Module 4: Triggered and Automated Emails

Learning objective: Exploring the benefits and technical requirements for automation.

  • Logistical and technical requirements
  • Conversion abandonment
  • Welcome series
  • Transactional/transpromo

Module 5: Advanced Segmentation

Learning objective: Improving email marketing efficiency through segmentation techniques.

  • Lifecycle marketing
  • Behavioural targeting
  • Retargeting
  • Dynamic content

Module 6: Current and Future Trends

Learning objective: Assessing future opportunities within email marketing.

  • The ever-changing trends in email marketing
  • In house/ outsource
  • What's next

Module 7: Building a Quality List

Learning objective: Reviewing the importance and value placed on good quality data.

  • Legalities and trust
  • On-site and off-site acquisition tactics
  • List hygiene, maintenance and opt-in and opt-out processes
  • Value of an email address

Module 8: Designing Your Campaign

Learning objective: Understanding design requirements for different media.

  • Creative and coding guidelines
  • Designing for mobile
  • Wireframe and other templates
  • Copywriting clearly and persuasively

Module 9: Getting It Delivered

Learning objective: Identifying the key factors affecting email delivery.

  • How filters work
  • Reputation
  • Authentication
  • Engagement

Module 10: Testing and Optimising

Learning objective: Building a test plan and understanding the importance of testing.

  • Optimise list growth (opens, clicks, conversions, deliverability)
  • Minimise list attrition
  • How to test (A/B split testing, subject line and multivariate testing)
  • Setting up a test plan

Module 11: Lifetime Value and Multichannel

Learning objective: An overview on lifetime value and maximising the impact of your emails through multichannel.

  • An introduction to lifetime value, including budget setting
  • Making the most of social, mobile, direct, telemarketing, blogs, website and more
  • Holistic and integrated marketing

Module 12: Customer Journey

Learning objective: Mapping and leveraging touch points in the customer journey.

  • Map out customer touch points
  • Develop content strategies

Module 13: Retaining Existing Customers

Learning objective: Effectively crafting your email content to increase customer retention.

  • Logistical and technical requirements
  • Upsell and cross-sell
  • Increase loyalty
  • Write newsletters
  • Leverage persuasion techniques
  • Examine conversion from email marketing campaigns

Venue TBC.

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