Strategic eMail Marketing Course in Singapore


	Strategic eMail Marketing Course

	Despite being a extremely efficient and cost effective way to communicate with (potential) customers, email as a marketing medium has fallen out of favour with many online marketers - mainly due to huge amounts of spam mail being sent every day. Fortunately spam filters now help to clean up the clutter. However, this requires the new strategies to ensure that your email marketing message not only reaches the reader but also instils the desired response. In this one-day course we examine the strengths and weaknesses of current 'permission-based strategies', see how they fit with established direct marketing models like Relationship Marketing - and survey best practice. With best practice examples and hands-on interactive exercises, this course addresses the opportunities and challenges of integrating email into your overall marketing strategy, takes you through the practical issues involved in planning and implementing an email campaign, and gives you a five step structure for planning your own campaign design. Who will benefit from this Course? Marketers, marketing communications personnel, direct marketers, sales professionals, new media managers and anyone who has responsibility for planning and running marketing campaigns that involve email communications. You will understand how email can be used to gain, keep and develop customers, the choices involved in following a permission strategy and how email fits in with your online and offline communications mix. You will know how to plan and implement an effective email campaign, how to measure results, and have a context within which to assess and analyse the campaign. Course Content Email as Part of Your Marketing Strategy Email for Marketers email as a marketing medium Qualities of the medium: instant, flexible, measurable How email enables personalisation of information, content and delivery Email and Permission Marketing How new is Permission Marketing? Implications for your marketing strategy of committing to a 'permission' model The Regulatory Background The 'opt-in versus opt-out' debate Data protection issues, privacy and security implications of email What does the EU privacy directive mean for your marketing plans? Global Best Practice in email Marketing Planning and Executing an Email Campaign The Planning Stage What expectations should you have for your campaign? Setting realistic goals What resources should you expect to commit? Time frame and testing - how the instantaneous nature of email response shortens marketing cycles 'Test and test again' How to Target the Online Users You Want Using interest-based targeting models to identify online markets Let the prospects identify themselves List Provision Renting or buying email lists: rates, list sources, opt-in lists, dealing with email list suppliers Growing your own - using and enhancing in-house data Building a targeted email database Winning Creative Strategies for email Defining your 'excuse to contact' - How users draw the line between information and spam What gives the best incentive to email response? Viral campaigns - factors that make for maximum pass-on-ability Personalisation - how many different messages? Plain text versus HTML How writing for email differs from writing for print 'Microwriting': create compelling headlines and subject lines Netiquette - 10 common mistakes and how to avoid them Formatting email Messages For Maximum Effectiveness What to write emails with: text editors and other resources Anatomy of an email: The "From:" field * Subject line* The "To:" field * Controlling line length * Inline links * Unsubscribes * Signature (.sig file) * Attachments * Streaming content Email formats: Newsletters, announcements, alerts, newsgroup digests, etc. Using ASCII characters and 'emoticons' in plain text emails Email Hosting and Management In-house or out-sourcing? Remote hosting services Choosing Software Automated response mechanisms Data collection and tracking Dealing with bounce backs Filters and list management Liaising with your ISP Timing an 'email-out': time of day, day of week, stage of the campaign Response Handling Using flow control to stagger activity spikes - how not to crash your server! Remote hosting services Structuring the user experience Making your Website work together with your email marketing to maximize customer conversion and re-visits Designing arrival pages Using surveys, sweepstakes, prizes and more Measuring and Analysing Results Building response and measurement tools into your emails Analysing click-throughs and Web stats Evaluating and continuously improving the campaign Building in feedback loops Your Five Step email Marketing Plan Checklist STEP 1 - Understand Campaign Aims/Goals/Objectives STEP 2 - Choose Target Recipients STEP 3 - Create the Messages STEP 4 - Send the Messages STEP 5 - Evaluate the Campaign, Make Improvements


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