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Lydian Stone

Email Marketing: Strategy & Planning

About this course

Email remains a key plank in any marketing strategy. Join this class and gain advanced insights into building a successful strategy and planning campaign.

  • 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

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Course Overview

It may not be as fashionable as it once was, but email remains one of the most effective and versatile forms of digital marketing. But with a shifting environment and technical developments, how can you keep up with the changing face of email marketing?

Gain expert insight into the latest marketing trends and technology, including how the rise in social media has affected email use. Build a robust, deliverable email strategy with clear goals and frameworks in place. Prepare a thorough marketing plan including industry benchmarking and competitive analysis. And plan campaigns that resonate with subscribers and contain compelling content.

Sign up now to get the most up-to-date email marketing guidance and set plans in place to make the most of this cost-effective and reliable marketing channel.

  • Class 1: Email Marketing Objectives & Strategy Frameworks

    EMAIL MARKETING INSIGHT

    • Getting up-to-speed: The latest email marketing trends and usage rates
    • Technology updates: Full briefing on the latest email technological innovations
    • Social media & email: Understanding the effects of the rise of social media on email use
    • Future developments: Guidance on how email may change in the future and how to plan for it
    • Latest trends: Outline of the most recent technical developments and product releases
    • Latest techniques: Showcase of latest inspiring email marketing strategies
    • Future trends: Outlining what future trends to expect in email marketing

    EMAIL MARKETING STRATEGY

    • Business opportunity: Understanding the business opportunities presented by email marketing
    • Goal setting: How to set clear objectives for your email marketing
    • Strategy framework: Clear framework for developing a coherent plan for your email marketing
    • Tactical breakdown: Full checklist of different business outputs that can be delivered with email
    • Permission marketing: Understanding the dynamics of opt-in marketing
    • Integration: Best practice to integrate email at the core of your digital marketing strategy
    • Budgeting: Guidance on setting realistic budgets
    • Resourcing: Guidance on building an inhouse email marketing team or outsourcing
  • Class 2: Email & Campaign Planning

    EMAIL MARKETING PLANNING

    • Competitive analysis: Tools and techniques to assess your competitors’ activity
    • Industry benchmarking: How to benchmark your performance and forecast realistically
    • Legal regulations: Making sure you operate within legal guidelines
    • Email Service Providers (ESPs): Decision framework for selecting your ESP
    • Schedule planning: How to build a working schedule with appropriate frequency and volume levels

    EMAIL CAMPAIGN PLANNING

    • Content planning: Developing an email content strategy that resonates with your subscribers
    • Integration: Planning email content in line with wider marketing initiatives
    • Trust & rapport: Building trust with your subscriber rate and accord to increase frequency rates
Lydian Stone

Course Trainers

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