1 Day Online Course Outline, Course Objectives, and Scheme of Work: Email Marketing: Think Outside the Inbox

Course Title:

Email Marketing: Think Outside the Inbox

Course Duration:

1 Day (6-8 hours, delivered online)

Target Audience:

Marketing professionals, business owners, and anyone looking to improve their email marketing strategies and tactics.

Course Objectives:

By the end of this course, participants will be able to:

1. Understand the fundamentals of email marketing and its role in digital marketing strategies.
2. Develop effective email marketing campaigns that resonate with target audiences.
3. Utilize various tools and techniques, including data scrapers and contact finders, for building and segmenting email lists.
4. Implement best practices for creating engaging email content and subject lines.
5. Measure and analyze email campaign performance using key metrics.
6. Explore innovative approaches to email marketing beyond traditional inbox strategies.

Course Outline and Scheme of Work

Session 1: Introduction to Email Marketing (1 hour 30 minutes)

• Objectives:

  • Grasp the significance of email marketing in the overall marketing landscape.
  • Familiarize participants with the components of successful email marketing campaigns.

• Topics Covered:

  • Overview of email marketing: Benefits and key statistics.
  • The customer journey: How email fits into the sales funnel.
  • Types of email campaigns: Newsletters, promotions, transactional emails, etc.

• Activities:

  • Group discussion: Share experiences with email marketing.
  • Practical task: Review different types of email campaigns.

Break (15 minutes)

Session 2: Building and Segmenting Your Email List (1 hour 30 minutes)

• Objectives:

  • Learn techniques for building an effective email list using various tools.
  • Understand the importance of segmentation for targeted campaigns.

• Topics Covered:

  • Tools for contact finding (e.g., Apollo) and data scraping techniques.
  • Best practices for capturing email addresses: Lead magnets and opt-in forms.
  • Segmenting your audience for personalized messaging.

• Activities:

  • Practical task: Participants use a contact finder tool to gather potential leads.
  • Group activity: Discuss segmentation strategies based on audience characteristics.

Break (30 minutes)

Session 3: Crafting Engaging Email Content (1 hour 30 minutes)

• Objectives:

  • Develop skills for writing effective email copy that engages recipients.
  • Create visually appealing emails that drive conversions.

• Topics Covered:

  • Best practices for writing compelling subject lines and email body content.
  • The importance of visuals and layout in email design.
  • Call-to-action (CTA) strategies: How to encourage reader engagement.

• Activities:

  • Practical task: Participants draft a subject line and email body for a specific campaign.
  • Peer review: Participants provide feedback on each other's email drafts.

Break (15 minutes)

Session 4: Analyzing Performance and Optimization (1 hour 30 minutes)

• Objectives:

  • Understand key metrics for measuring email marketing success.
  • Learn how to optimize campaigns based on performance data.

• Topics Covered:

  • Key performance indicators (KPIs): Open rates, click-through rates, conversion rates, and ROI.
  • Tools for tracking and analyzing email campaign performance.
  • A/B testing for continuous improvement: Testing subject lines, content, and send times.

• Activities:

  • Practical task: Analyze a sample email campaign performance report.
  • Group discussion: Share optimization strategies based on performance data.

Assessment:

• Continuous assessment through practical tasks and group discussions.
• Final task: Develop and present a comprehensive email marketing campaign, including audience segmentation, email copy, and performance measurement strategies.

Resources:

• Digital handouts on email marketing best practices, segmentation techniques, and performance metrics.
• Suggested reading: Articles and case studies on innovative email marketing strategies.

This 1-day online course equips participants with the knowledge and skills to create effective email marketing campaigns that go beyond the inbox. By exploring innovative strategies, utilizing powerful tools, and focusing on audience engagement, participants will be prepared to enhance their email marketing efforts and achieve better results.