ONCE0388 - Improving Email Promotions (online)

Course Description

Course Outline

Unit 1: Why email marketing

• Targeting promotions in the Internet Age
• Return on Investment (ROI) for email promotions
• The importance of permission marketing, relevant content, and opt-out options
• Integrating email promotion with other kinds of marketing

Unit 2: How email works

• How commercial email vendors function
• Analyzing Open, click through and conversion rates
• Cleaning and updating email lists
• How HTML and text emails differ

Unit 3: Writing email copy

• Writing a good subject line
• Writing email body copy
• Writing response and action copy
• Design and formatting email promotions

Unit 4: Testing and tracking emails

• Frequency and best times to email
• How to test different emails
• Following up on inquiries
• Creating a one year email marketing plan

Learner Outcomes

Course outcomes

At the end of the course, you will:

• Have an overall understanding of how email promotion works and how email promotions are delivered to people;
• Possess guidelines on how to write effective email copy;
• Know how to avoid spamming people and how to target emails to those people most interested in your product or service;
• Gain the technical knowledge to understand how commercial email vendors function and how to work with a commercial email vendor to optimize email promotions;
• Know when to email, what to email, and how to analyze your email response rates, including open rates, click through rates, and conversion rates.

Course objectives

• To provide participants with an overview and understanding of how email promotion works and how email promotions are sent to prospective and existing customers;
• To provide participants with the practical, how-to knowledge of the best times to email, best days to email, and how to test email copy.
• To provide participants with the knowledge of how to write effective email copy.
• To provide participants with the knowledge of how to avoid spamming people, how to target emails to the interests of people, and how to follow up with those people interested in one’s products or services.
• To provide participants with a technical understanding of open rates, click through rates, conversion rates, how commercial email vendors function, and what data to analyze to improve one’s email promotions.

Notes

Instructors: Dan Belhassen and Susan Hurrell

Dan Belhassen is an expert in eMarketing. He does writing, training, and consulting all over North America on the topic. He is founder of Modern Earth, located in Winnipeg, Manitoba, Canada. Modern Earth does a range of eMarketing for its clients, including email promotions, web site development, search engine optimization, and online advertising.

Susan Hurrell is an Online Marketing specialist with Modern Earth, Winnipeg, Manitoba, Canada. She helps clients know how to connect web viewers to the products, services or information they are searching for. PPC or Facebook ads, search engine optimization and dynamic sell-copy creation are her specialties to help websites deliver measurable results in viewer conversion, and increase traffic driven by online marketing initiatives.

This course is part of the Digital Marketing Certificate Program:

Digital Marketing Certificate | Temple University

1. Improving Email Promotions

2. Boosting Your Website Traffic

3. Online Advertising

Applies Towards the Following Certificates

• Digital Marketing Certificate : Digital Marketing Certificate
• e-Marketing Essentials Certificate (online) : eMarketing Essentials Certificate