Introduction to Email Marketing Seminar

Get a Firm Grip on Permission Email Terminology and Definitions

• The vital difference between op-in and opt-out
• The purpose of double opt-in
• Spam, phishing, harvesting – you’ve heard the terms, now learn what they really mean

Learn the Most Current Email Marketing Rules

• What’s changed in government legislation and the CAN-SPAM Act?
• Industry guidelines and best practices: What others are doing to avoid legal problems
• How to stay in compliance in a changing world

Select Email Lists and Deploy Your Campaign

• Danger areas to watch out for when prospecting with others’ lists
• Developing your own in-house list
• How you can ensure email address integrity and accuracy
• Why more marketers are paying closer attention to deployment and delivery

Develop Your Email Campaign Using Response-Enhancing Strategies

• How Email can help you achieve many different marketing objectives
• Types of campaigns and messages — promotional, informational, series, newsletters
• How dialogue and trigger-based marketing can enhance an already good strategy

Ensure Deliverability: Email Message Components and Best Practices

• The latest advice on writing the From line
• Subject lines: How to get the highest open rates
• Unsubscribe line: What many direct marketers may not understand
• How and why to interpret headers
• What should – and should not – go into your message lead and body

Understand the Development of Email Creative

• What to consider when choosing the right format
• Ground rules when deciding on a style and design approach
• The good, the bad, and the ugly — examples
• Response-boosting creative tactics – and how to implement them immediately

Conduct Tests to Improve Campaign Performance

• Overcome the reasons why testing is the #1 under utilized campaign performance improvement tactic
• How email is the ideal environment for fast, easy, and cheap testing
• The basics of test design and measurement procedures

Track and Measure Response for Better ROI

• Which relevant metrics to gather and how
• What response rate can you expect? A look at what’s typical, and some performance benchmarks
• Conduct a thorough campaign analysis and use what you learn to drive ROI