Learn tips and tricks for delivering key messages to the inbox and how to use them to best advantage in your own digital strategy, in company with peers from your sector or colleagues.
Find out how you can amplify the return on your email campaigns with a full audit that assesses how well your mailshots currently perform and a full strategy and recommendations based on your needs, objectives, and target audiences.
Email marketing is a low-resource, cost-effective way to get your message or proposition in front of potential customers and service users. Audiences are becoming more and more protective of their inboxes, however, and a well-constructed email marketing campaign is essential if you want to convert that viewer's first quick glance into action. This means you should always be considering:
—Who are your target audiences? Where can you find their data? Who are the reputable data sources? How do you maintain the data? What systems are available for tracking key campaign information such as reads, opens, click-throughs, and subscriptions?
—Plain text vs HTML? What is a reasonable balance between text and visual media? How big is too big? What are your branding options? Should emails be Accessible?
—What does the audience want to know about? How can you use word choice and formatting to capture the viewer's attention? What kind of language generates the best reader response?
—How should you construct your call to action? What is the pathway between delivery and that all-important link click? How do you get and keep loyal subscribers?
—What are the most common mistakes organisations make in building email marketing campaigns? Why do some campaigns fail while others succeed? What legal issues should you be aware of surrounding email marketing?
—How do you know whether an email marketing campaign has done well? What rate of conversion will deliver new business or engagement? How can you replicate your successes in different types of campaign?
No technical knowledge is required.
Last updated: 26 May 2011