Making the Most of Email

10.30 - 15.30    |      20th May 2020     |      Central London
£199 + VAT (PPA Member)    |      £349 + VAT (Non-Member)

This training session has been CANCELLED

Email as a marketing and engagement channel has never been stronger and should be a core component of all publishers marketing mix.

This course will enable you to define clear practical strategies for each of the proven commercial applications of email marketing for publishers complete with a realistic ‘next steps’ action plan.

The course is packed full of publisher case studies to inspire and motivate you to further develop your email marketing efforts.

The course is aimed at:
Any subscription marketers who use email as a marketing and/or engagement channel.

What you will learn during the half-day course:

  • How to build a responsive and legally compliant email list
  • What key performance indicators (KPIs) you must measure and why
  • How to use email newsletters to nurture and engaged customers and why it works
  • How to use email to acquire new subscribers in combination with other marketing channels
  • How to use email to onboard, retain and ‘win back’ subscribers
  • What to expect from your email service provider (ESP) and how to develop an effective partnership
  • How to use email as a unique identifier to conduct multi-channel ‘look-a-like’ marketing

Course Agenda:

Email list building and management

  • The legal data protection requirements for email data capture and management
  • How to build a responsive email list

Reporting and measurement

  • What to measure and why including benchmark data
  • Working with your ESP to get the data you need and the service you require

Using email to sell

  • How to build an email acquisition campaign including use of automation
  • Basic subject line and copy hints and tips
  • Using email as part of your retention communications

Using email to onboard and engage

  • Working with your fulfilment system to onboard new subscribers
  • Building email newsletter lists to engage prospective customers and paid subscribers

Understanding how to use email addresses as part of your data strategy

  • What you can do when you know an email address beyond just mailing it
  • How to calculate what an email address is worth to you

Identifying your email ‘quick wins’

  • What to do first when you return to the office to maximise your email marketing efforts
  • How your ‘quick wins’ should fit into your longer-term email strategy

What you will be able to confidently do after attending the course:

  • Deploy proven tactics to build a responsive email list
  • Improve your use of email to acquire new subscribers
  • Build automated onboarding and engagement email campaigns to drive up your subscriber retention rates
  • Make a persuasive case for investment in email newsletter production
  • Proactively manage your ESP relationship to get the reporting and service you need
  • Write a realistic ‘quick wins’ email action plan aligned with your longer-term email strategy

Course Details:

Leader Julian Thorne, The Big Wheel Consultancy
Length Half day

20th May 2020 This training session has been CANCELLED

Location The Office Group (TOG), Henry Wood House, 2 Riding House St, London W1W 7FA - Nearest Tube: Oxford Circus
Time 10.30 - 15.30 (Lunch included. All courses start at 10.30am to enable delegates from outside London to travel in on the day)
Style Mix of classroom and workshop styles
Price £199 +VAT (PPA Member) or £349 +VAT (Non-Member)

Do you have any questions? See our Contact page to get in touch.