Advanced Email Marketing

Advanced Email Marketing, by the University of San Francisco Online, increases your direct marketing ROI with advanced email marketing training.

Features include:

• 8 week course.
• 12 to 16 hours of online streaming videos.
• Video CD-ROMs.
• 4.5 continuing education units (CEUs).
• Introduction to email marketing:
  • Email marketing essentials and effective strategies for deliverability.
  • Inbound email as a marketing tool.
  • Integrating email with social media.
  • Email marketing myths and best practices.
• The email foundation:
  • Secrets to successful B2B email marketing.
  • Mapping email strategy to sales cycle stages.
  • Top tips for increasing response rates.
  • Optimizing your offer strategy, managing lists, nurturing leads and tracking performance.
• Email design and functionality:
  • Multi-part messages: HTML and text.
  • White lists, black lists and other considerations.
  • Email for mobile phones.
  • Selecting the right software platform for your business.
  • Developing and managing the RFP process.
• Email deployment:
  • Setting goals and ROI tracking.
  • Key strategies for multi-variate and landing page testing.
  • Email broadcast checklist.
  • Best practices for sending a correction email.
• Email marketing analytics:
  • Retargeting campaigns and trigger campaigns.
  • Effective copywriting and design techniques for email.
  • Personalization, rich media and graphics.
  • Key factors impacting open rates, click-through rates and hard bounce vs. soft bounce.
• Email optimization and testing:
  • Reducing unsubscribe requests.
  • Optimizing for deliverability, open rates, click-through rates and conversion.
  • Dashboard and trend analysis.
  • Targeting links and deep linking.
• Email marketing laws and ethics:
  • CAN-SPAM, COPPA and state email laws.
  • Email privacy and database security.
  • Safe harbor policies and international emails.
  • Following proper unsubscribe procedures.
• Multipurpose emails and case studies:
  • E-newsletters and online surveys.
  • Viral email campaigns and Web/email 3.0.
  • In-store offers and coupon delivery.
  • Deliverability, reputation management and repair.
  • Relevance-enabling technologies and clickstream analytics.
• Presenters include:
  • Sheryl Cattell, BA, MBA.
  • Terry Miller, BS, MBA.
  • Michael Kelly.
  • Madeline Berges, BS.
  • Robert C. White, BS, MBA, JD.
  • Gaida Zirkelbach, BA, MBA, JD.