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Lydian Stone

Email Marketing: Email Design & Copywriting

May 30th - 31st

About this course

How do you encourage your subscribers to open – never mind read – your marketing emails? This class has all the answers.

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

Request syllabus
Course Overview

Content naturally plays a key role in email – your messaging and email design will ultimately decide if your subscribers take the next step on their marketing journey. This dedicated class focuses on designing, writing and building your emails.

Start with your email design (and landing pages) – employ consistent branding, colors and design elements and discover about key concepts such as preview panes and “above the fold”. Discover how to persuade your subscribers to convert. Gain insights into HTML and the benefits of good coding for deliverability. Then develop market-leading copywriting skills – boost call-to-actions, write persuasively and make your emails easier to scan.

Get best-practice insight into copy and creative that works to drive click-throughs and conversions by signing up now.

  • Class 1: Email Design & Build Best Practice


    • Company branding: The importance of creating a consistent brand presence across your campaigns
    • Color design: Best practice guidance on color psychology
    • Font selection: Guidance on selecting an appropriate font that delivers results
    • User navigation: Understanding how a reader navigates an email and designing around this
    • Preview pane: How to adapt your design to fit best to the email preview pane
    • ‘Above the fold’: Optimizing your design to maximize key content above the fold
    • Responsive design: Understanding the merits of responsive design and meeting mobile needs
    • Conversion planning: Best practice design to improve your conversion rate
    • Persuasion triggers: How to deploy persuasion triggers to drive conversions
    • Landing page design: Conversion rate optimization to improve results


    • Technical overview: Full guidance on the email delivery merits of effective HTML coding
    • HTML Vs. text: Understanding the different delivery rates
    • Multi-part MIME: How to send Multi-part MIME and other formats
    • HTML guidelines: HTML and CSS guidelines for different email browsers
    • Email templates: How to source and fine-tune email design templates
  • Class 2: Email Copywriting to Drive Results


    • Call-to-action: Expert guidance on building clear call-to-action into your copy
    • Persuasive copywriting: How to write to coerce rather than directly sell
    • Copywriting checklist: Advanced checklist to up your copywriting game
    • Tone of voice guidelines: Developing a company email style guide to drive consistency
    • Scannability: Tips and techniques to make your emails more easily digestible
    • Copy length: Understanding the merits of both short and long form copy
    • Subject lines: Subject line best practice to drive open rates
    • From field: Maximizing use of the from field to create consistency and drive open rates
Lydian Stone

Class schedule and times

Times are shown in

  • Monday
  • Tuesday
  • Wednesday
  • Thursday

    Class 1: Email Design & Build Best Practice

    11:00 - 12:30

  • Friday

    Class 2: Email Copywriting to Drive Results

    11:00 - 12:30


Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.