Email is now the primary channel for marketing communication, but how can you be sure your results are as good as they can be? And how do you persuade new potential customers to sign up, open up, click through – and do all of this regularly?
This course takes you from promoting your enews service to writing copy to engage and get those readers clicking.
- The sign up process. What makes people subscribe – and stay subscribed?
- Legal and technical stuff, from Data Protection to firewalls, spam filters and sender reputation
- How to write excellent subject lines and grab attention in the preview pane
- Establishing your email ‘voice’, and judging how much you need to say
- One-off marketing emails, regular newsletters, and the value of automated emails
- Testing, metrics and benchmarks against which to measure how well your emails are performing
- Customer engagement strategies
- Managing challenges, from promoting everything without overloading subscribers’ inboxes, to balancing ‘creative’ with templates, to negotiating with colleagues over email content.
What’s the day like?
It’s a round-up of good practice in one of today’s most essential marketing channels. Packed with real examples, stats, and tips for helping you to make your email campaigns successful despite your readers’ overflowing inboxes.
Who should attend?
Anyone within publishing or related sectors who wants to take their email marketing to the next level.
Rachel Maund has over 30 years’ experience of writing copy for publishers, and has been running training workshops on copywriting for 20 years, and on five continents. Her company, Marketability (UK) Ltd, is London-based but works with publishing clients all over the world, specialising in marketing and in training. She works across all publishing sectors, including large and small companies in STM, academic, schools, business/professional, travel, and trade. Clients include John Wiley, OUP, Cambridge University Press, Hachette, HarperCollins, SpringerNature, Taylor & Francis, SAGE Publications, World Scientific, Cengage, Pearson, Bloomsbury, and Bradt Travel Guides.