Updated June 2024

Overview

Introduction to Email Marketing

• Email marketing’s evolution
  – Email opportunities
  – Challenges and issues
  – How social media replaced email
  – Direct response vs brand
  – Email performance benchmarks
• Personalisation and automation
  – Al
• Email innovations
  – AMP
  – Underexplored Gmail features
  – Privacy challenges
  – Apple updates

Building Your Email List

• Building your email list
  – Testing your email validity
  – Maintaining our list
• Building your database
• Understanding lead magnets
  – Popular lead magnets
• Lead quality
  – Lead scoring
  – MQLs vs SQLS
• How to run lead campaigns
  – Landing pages
  – Livechat
  – In-feed
• Campaign options

Crafting Effective Email Copy

• Copywriting in email
• What turns audiences off?
• Relevancy
  – Engagement tagging
  – Frequency
  – Changing needs
• Email copy deep dive and optimisation
  – From name
  – From address
  – Subject lines
  – Pre-header text
  – Body copy

Email Design Best Practices

• Email template overview
  – Common features
• Developing effective templates
  – Best practices
  – Useful tools
  – Optimisation
  – Testing
• Mobile email and design best practices
  – Understanding mobile UX
  – Touch-friendly design
  – Maximising multimedia
  – Being “skimmable”
• Email design element optimisation

Email Marketing Automation

• Email automation considerations
• Deliverability
• Data hygiene and list management
  – Unsubscribes
  – Legalities
  – Privacy
• CRM and email tagging
  – Sequence development
  – Rules and criteria
  – Design
  – Testing
• iOS 15
  – Privacy

Analysing Email Marketing Performance

• What is a good email?
• Email open rate
  – Background
  – Use cases
  – Benchmarking performance
  – Limitations
• Click-through rate (CTR)
  – How to boost CTRs
  – Why email interaction is paramount iOS 18 updates
  – Surviving Gmail tabs
• Email conversion rates
  – Tracking macro and micro conversions
  – Syncing GA and ESP data
  – Attribution

Syncing SMS and Messaging With Email Marketing

• SMS marketing
  – Performance vs cost
• Integrating SMS with CRM
  – Popular sequences
  – Tech and tools
• Data management
  – Capture opportunities
  – Legalities
• Messaging
  – Tech and tools
  – Customer services
  – New opportunities: Organic, WhatsApp, Advertising

Future Email Trends: AI, Privacy & Data Management

• AI Trends and developments
  – Job market impact
• Weaknesses and limitations of AI
  – Innovation
  – Nuance
  – Emotion
• Understanding prompts
  – Common mistakes
  – Best practices
• Becoming an AI “Power User”
• Data privacy
  – Evolution
  – Upcoming changes