Effective Email Marketing

Schedule	January 19 - February 2, 2012 September 3 - 17, 2012
Regular Rate	P8900+VAT
Early Bird Rate	P7900+VAT (if you pay up to 2 weeks before the course starts)

Learn the fundamentals of permission-based email marketing and global best practices for developing, implementing and testing effective, profitable email marketing campaigns.

Objectives:

1. Exhibit a firm grasp of basic email marketing terminology, tools and techniques.
2. Identify where and how to integrate email into their marketing mix.
3. Create an immediately implementable email marketing campaign plan compliant with global best practices for permission and privacy.

I. Introduction to Email Marketing

1. Some General Industry Information
2. The Benefits of Email Marketing
3. Comparing Email and Direct Mail
4. Email Marketing Key Terms and Concept

II. The Digital Marketing Planning Framework Revisted

1. Planning the Platform
2. Creating the Platform
3. Publicizing the Platform
4. Analysis and Optimization

III. How Email Marketing Works

1. Email Service Providers and Tools
2. Growing a Database
1. Permission-Based Email Marketing
2. Growing Your Own Database
3. Getting Permission From Your Existing Database
4. Tapping Into Some Organizations' Databases
5. Database Segmentation
3. Creative Execution
1. Parts of an Email
2. Your Design and Formatting
3. Your Content
4. Notes on Content Format
4. Types of Executions and Cases
5. Integrating Email with Other Channels
6. Analyzing Responses and Evaluating Results
7. Developing A Sales Funnel for Your Email Marketing Campaigns
8. A Global Benchmark on Email Campaign Performance

IV. Digital Marketing Planning Framework Applied to Email Marketing

1. Planning the Platform
2. Creating the Platform
3. Publicizing the Platform
4. Analysis and Optimization