Use email marketing strategically to drive customer value.
Gain a greater understanding of email marketing and learn how to plan, create, and evaluate effective, ROI-driven email marketing campaigns.
Email is not only one of the oldest online technologies, it’s also one of the most effective and profitable – and with good reason. It’s one of the easiest mediums to test and optimise, and those collective learnings over the years have produced a highly versatile and effective marketing tool.
The downside is emails can easily be rejected by customers if they feel your emails are over-used and undervalued. ADMA IQ’s email marketing course will help you to re-think how you’re using email in your marketing mix and focus on the most up-to-date tactics and techniques to ensure your emails improve your customers’ experience and produce better results.
In this ADMA IQ course you’ll discover how to nail all aspects of email marketing. From understanding the important role it plays in the overall marketing mix, to developing a strategy, growing your lists, plus sending, optimising and reporting.
You can complete this email marketing course in one of two ways:
All of Email Marketing Essentials Course for semester 1 are now closed. We are currently finalising semester 2 calendar, please register your interest to be notified of the next date.
Online: 8-10 hours of content, available for 6 months
Learn to:
- Understand the basic components of email marketing
- Develop an email marketing strategy
- Identify how to optimise your email design and structure
- Review the various approaches for testing email marketing campaigns
Your in-class course covers:
- The role of email marketing in the overall marketing mix
- Email marketing strategy
- Email campaign planning and the Customer journey
- Email marketing split test planning
- Deliverability – overcoming the hurdles on the way to the in-box
- Email marketing performance and business contribution
- Email subscribers - data capture and data management
- Using segmentation and personalisation to improve relevance
- Fundamentals of the Spam Act
Your online course:
Improve your email conversions, engagement and inbox placement through strategic planning of your email activity.
You will learn to:
Use data to focus on customer centric comminications, including CRM, customer journeys and communications plans. This course gives you the tools for effective emails as part multi-channel campaigns and for those 'always on' moments such as newsletters, and automated journeys.
Course Topics:
The power of omnichannel campaigns
Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we’ll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you, so that you can apply it in your email marketing strategy.
Implementing the integrated planning process
Work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we’ll provide you with a framework to fill in, which will support implementation in your own organisation, integrated planning is key to the success of email marketing.
Create a customer centric communications plan
Your customers should be at the heart of everything you do; this includes your communications plan. This lesson delves into what it means to be genuinely 'customer-centric'. Using practical exercises, industry case studies, and our bespoke template, you’ll producea ready-to-implement customer-centric communications plan for your own company. This lesson is key to email marketers, is email is very often at the core of customer relationship management.
Know your customers
So, you’ve got customer data coming out of your ears, but you don’t know how to use it. Using practical exercises and industry case studies, this lesson will show you how to turn your customer data into personas to support your targeting and tailor your marketing messages. Finally, you'll use our bespoke persona template to create some personas for your own organisation.
Building a communications strategy
Your communications strategy outlines how you use your marketing channels to reach your target market. Using practical exercises and industry casestudies, we’ll show you how to move from strategy to delivery using segmentation, targeting and positioning. You'll also learn how to create a customer journey based on key activity and next best action.
Strategic campaign briefing
A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we’ll take you through the process of writing an in-depth strategiccampaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you’ve worked on.
Defining SMART objectives
SMART objectives are an essential tool for monitoring your progress and achievingyour goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.
Email marketing strategy
Each email you send faces three hurdles: will the customer open it? Will they read it? Will they act on it? It will take time, effort and consideration to nurture an effective email channel, but the rewards are worth it. Using practical exercises and industry case studies, we'll provide you with the tools you need to develop your ownemail channel strategy.
Email marketing campaign strategy
To set a successful email campaign strategy, you need to be aware of how an email in constructed, the role of each element. Using practical exercises and industry case studies, we'll give you a step-by-step walkthrough of how to develop your own email campaign strategy. Then, using our bespoke template, you'll apply everything you've learnt to create your own email campaign strategy, tailored to your organisation.
Measuring email marketing success
A customer's choice to open or ignore an email is often a split-second decision. The most significant influenced will be the quality of your previous sends. Using practical exercises and industry case studies, we'll help you gain an understanding of your past email performance, and how you can use these insights to improve your future email marketing. Finally, using our bespoke template, you’ll be ready to apply what you've learnt to conduct an in-depth analysis of one of your previous email campaigns.
Online course assessment:
- One Multiple choice assessment
Who should do this course:
- Email marketers with some experience who want to take their knowledge to the next level
- Marketers who want to understand how best to use email marketing strategically to drive customer value
Hear what our students say about this course:
“Email Marketing Essentials was well worth the time! Even though I’ve been working with email campaigns for years, there was still a lot to learn and plenty of opportunities to optimize our current strategies”
- Kathleen, Los Angeles Tourism & Convention Board
