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Training: Email Marketing Strategy and Tactics - London

Training: Email Marketing Strategy and Tactics - London

This comprehensive, two-day email marketing course is a step-by-step guide to best in class email campaigns that get better response, more conversions, and a higher ROI.

You will learn to:

  • Evaluate the use of email and set the right objectives for your business
  • Understand the importance of good data, testing and of measuring results
  • Understand the influence of design and copy
  • Explore opportunities for harnessing technology and wider channels
  • Develop the right segmentation and targeting strategies for your audiences 

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.


Stephen Pratley

Stephen Pratley a 20-year veteran of email marketing having sent his first campaign for the publisher Longman in 1995. Since then he has launched the consultancy divisions of three email service providers, sat on the DMA Email Marketing Council and helped dozens of businesses plan execute and measure the returns from their email marketing activity. Stephen has worked with many clients in publishing and retail including Reed Business Information, EMAP, IPC, Debenhams, Argos, Direct Wines and Unilever. After selling Shine Marketing - the retail ecommerce agency he founded in 2007, he consults with marketing service and technology businesses to automate their lead generation and email follow-up processes. He writes and speaks regularly for trade publications, conferences and industry bodies.

Programme: (2 day course)

Day 1 - Strategy

Email Marketing: setting the scene

  • Why email marketing?
  • Strengths of email marketing
  • Challenges and threats
  • Usage cases and the variety of email

Strategy, objectives and approach

  • Defining goals and objectives
  • Choosing the right messaging strategy
  • Vendor selection
  • Types of content, types of emails, timing and frequency
  • Acquisition as well as retention via email

Analysing the results

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

Communications Strategy

  • Marketing automation
  • Triggers and remarketing
  • Welcome series
  • Transactional and other email types
  • Multichannel and social media integration

Advanced segmentation and targeting

  • Persona-based targeting
  • Lifecycle marketing
  • Behavioural targeting
  • Dynamic content

Future trends

  • The ever-changing trends in email marketing
  • In house/outsource
  • Future-proofing your programme

Day 2 - Tactics

Data: Setting the foundations

  • Legal compliance, privacy and trust
  • On-site and off-site acquisition tactics
  • List hygiene, maintenance and opt-in/opt-out processes
  • Value of an email address
  • Quality versus quantity of an email database

Designing and writing for email

  • Creative and coding guidelines
  • Design for mobile
  • Wireframe/templates
  • Persuasive copywriting

Deliverability and sender reputation

  • How spam filters work
  • Reputation
  • Authentication
  • Engagement - emotionally unsubscribed and apathy

Testing and optimising

  • Optimising list growth (opens, clicks, conversions, deliverability)
  • Minimising list attrition
  • How to test (A/B, subject, multivariate)
  • Setting up a test plan

Lifetime value and Retaining and maximising existing customers

  • An introduction to lifetime value, including budget setting
  • Making the most of social, mobile, direct, telemarketing, blogs, website and more
  • Holistic/integrated marketing
  • Loyalty and CRM
  • Newsletters
  • Conversion and up/cross selling
  • Mapping customer touch points

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