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Practical Email Marketing


Mon 20 Sep 2010, 8:30am–5:00pm

Where: Crowne Plaza, 128 Albert St, CBD, Auckland

Restrictions: All Ages

Ticket Information:

  • Marketing Association Members (excl. GST): $1,295.00
  • Non Members (excl. GST): $1,495.00
  • Additional fees may apply

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Email marketing is a tool that many businesses both large and small are using as part of their marketing communications plan. The course gets down to the nitty gritty of email marketing as a communications tool, looking at what has and hasn’t worked for a range of businesses in various industries. It’s a practical and case study-based look at exactly what any organisation wanting to use email as a marketing tool should know.

With the Unsolicited Electronics Messages Act in place (aka the anti-SPAM act), unsolicited commercial messages are prohibited unless there is an existing relationship between the sender and recipient. Businesses need to make sure they are adopting best email marketing practice and ensure they are in no way given the damaging label ‘spammer”.

Who Should Attend this Course:
Many marketing professionals have already attended and benefitted from this course – including Marketing Managers, Brand Managers, Communication Managers, Marketing Executives, Campaign Managers and online marketing professionals.

At Practical Email Marketing you’ll learn:

-How to get the most out of this medium to maximise response
- How to best design a campaign to ensure you get your email both delivered and achieve ROI
- Strategies and knowledge to make sure you stay on the right side of the law

Course Content:

Module One - A Closer Look at Privacy and the Law
- The Privacy Act
- SPAM Legislation

Module Two - Setting Objectives for Email
- Various email marketing objectives
- Objectives must be SMART

Module Three - Sample Strategies for Email Campaigns
- Different types of email campaigns and the strategies behind each
- Examples of each type

Module Four - Collecting Information and Growing Your Database for Email Marketing
- How you can use email as a database marketing medium
- Examples of smart segmentation
- Getting your database started
- Building your list from scratch
- The importance of permission
- Converting existing database
- 6 principles to email by

Module Five - Crafting Email Offers and Promotions
- What works best in email
- Advertising fundamentals
- Direct mail approaches that work in email
- Direct mail approaches that DON'T work in email
- Match your offer to your strategy
- Discount vs. value-added
- Create our own as a group

Module Six - Email Formats, Design Considerations and Coding Issues
- Email formats - text vs. HTML vs. rich media
- First things first
- Hotmail, AOL and other swear words
- ALT tags
- Images and forms

Module Seven - Getting the Words Right
- The most important part of your email - the FROM line
- The second most important part of your email - The subject line
- Effective, readable body copy
- Bullets and bolds, click-throughs and colours
- Personality
- Hiring a copywriter - why and how

Module Eight - Technical Considerations
- What you need
- Your options are based on whether you want to own these things, or buy them in from outside
- Three basic options: DIY, ASP and full service
- DIY - Outlook and MS Word, ACT, other database programs
- DIY may work well but may have pitfalls
- Full service

Module Nine - Measurement
- Open rates
- Click-throughs
- Conversions
- Forwards
- Bounces/ unsubscribes
- Time of day
- Response forms
- Reporting - automated and manual

Module Ten - Summary and Review

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