Advanced Email Marketing

Course Overview

A great addition to Fundamental Email Marketing, this course will teach you to effectively personalize and customize your email marketing messages and landing page content for better bottom line results. Determine the best frequency for your email campaigns to optimize both your response and your budget. You’ll get instruction on how to move beyond a typical broadcast approach to employ trigger and event-based email marketing campaigns. In addition, you will gain an understanding of how to integrate email with both online and offline marketing channels for a successfully integrated campaign.

Course Content

Effectively segment an email content database as well as personalize and customize email marketing messages.  Determine the importance of event-based and trigger marketing campaigns and how they fit into your overall strategy. Learn how to integrate your email campaigns into a multichannel approach. 

Using segmentation and targeting to improve results
• Keys to successful targeting
• 5 types of segmentation
• Combining segmentation schemes

Content personalization and customization
• Personalization & customization within segments
• Developing contact strategies
• Offer tactics and optimization
• Customizing creative by segment

Identifying optimal email frequency
• Two approaches to determining optimal email marketing
campaign frequency
• Testing to determine changes in frequency.

Beyond broadcast: how to create trigger-based email programs
• Using trigger and event based email campaigns from the
simple to the complex
• Email dialog tricks
• Messaging optimization
• Offer optimization and sequencing

Advanced analytics
• 4 critical types of measures
• Measuring response
• ROI

The last word on email marketing integration
• The old vs. new model
• Marketing fusion defined
• Tips for successful email integration