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Lydian Stone
Lydian StoneLydian Stone

Email Marketing: Optimization & Analytics

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About this course

Like all good campaigns, email works best when you measure and refine its impact. Book on this class to gain valuable tools to help you push your email returns to the next level.

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

Learning outputs

  • Master automated email campaigns

    Boost conversion rates

  • Configure your email analytics

    Deliver actionable insight

  • Build a sophisticated split-testing program

    Yield real results to improve your campaigns

Lydian Stone

Course overview & classes

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Course Overview

Email campaigns shouldn’t be static – treat them as a living, evolving thing and you can optimize them in real time to increase their impact to lift conversions. This learning class provides all the expert-led tips and techniques you need to deliver tangible results.

Discover how email lifecycle marketing works, planning campaigns and understanding the role email can play in the sales funnel. Make use of automated email marketing tools and solutions to create triggered campaigns driven by your subscribers and reclaim lost sales and other abandoned conversions. Tap into analytics to measure – and refine – everything from bounce rates to conversions, then learn how to set up and make use of split-testing to help plot a route to greater success.

Enroll now to integrate the latest best-practice guidance on marketing, analytics and testing into your skill set.

  • Class 1: Email Lifecycle Marketing & Automation

    EMAIL LIFECYCLE MARKETING

    • Full overview: Clear run through of how to plan email lifecycle marketing campaigns
    • Sales funnel: Understanding the role email can play in the sales funnel to ‘nudge’ action and drive sales
    • Digital marketing strategy: Understanding the different roles for email marketing in digital strategy

    AUTOMATED EMAIL MARKETING

    • Technology overview: Guidance on tools and solutions at market
    • Triggered emails: Checklist of different scenarios whereby triggered emails can drive results
    • Customer journeys: How to map automated emails to complement customer touch points
    • ‘Onboarding programs’: Understanding the merits of planning welcome communications
    • Transactional campaigns: Best practice set-up
    • Cart abandonment: How to reclaim lost sales and other conversion abandons
  • Class 2: Email Performance Analytics & Split-Testing

    EMAIL MARKETING ANALYTICS

    • Metrics: Clear guidance on the top metrics to use to track performance
    • Goal setting: Best practice guidance on goal setting to fit with your commercial objectives
    • Conversion tracking: Setting up effective conversion tracking
    • Bounce rates: Tracking bounce rates to optimize delivery and landing page performance
    • Landing page performance: Tracking landing page results and optimizing performance
    • Cart abandonment: Tactics to spot and convert cart abandons

    EMAIL SPLIT TESTING

    • A/B testing: Full guidance on how to set-up an A/B testing program
    • Multivariate testing: Understanding the intricacies of setting up an effective multivariate program
    • Test planning: How to build an ongoing schedule of tests to drive incremental gains
    • Test results analysis: How to best analyze test results to ascertain actionable insight
Lydian Stone

Course Trainers

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

  • Emma Gribben
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