Description

A successful email campaign requires more and more expertise given 'marketing permission' and new technical and legal constraints. This training in creating effective e-mailing campaigns takes place in the form of a practical workshop and allows you to work on your own responsive e-mailing campaigns.

Who is this training for ?

For whom ?

Digital marketing manager, web marketing, e-mailing campaign manager. Web marketing and digital communication project manager. Direct marketing manager. Anyone involved in carrying out e-mailing operations, or in charge of web marketing campaigns.

Prerequisites

Training objectives

Learn the key principles and rules for building effective emails. Know how to carry out an e-mail campaign from A to Z. Acquire the reflexes to create and deliver your BtoB and BtoC emails. Practice directly on your own case.

Training program

• Define your e-mailing strategy Current use of e-mails in
  • BtoC and BtoB.
  • From outbound marketing strategy to inbound marketing strategy.
  • Prospecting and promotion approaches in BtoC and BtoB.
• Design a responsive email Editorial: key rules, benefits of personalization and targeting.
  • Responsive Design: case of emails read on mobile or tablet.
  • Improve opening rates, reactivity rates, landing page performance.
• Set up and measure your email campaigns
  • Brief, check-list et planning type.
• Optimize deliverability
  • Key metrics: analyzes and decisions Benchmarks Deliverability issues.
  • What parameters affect the deliverability of your emails.
  • Measure the deliverability of your emails e-mails.
  • Database: hygiene rules, how to manage inactive people.
• Develop your email address potential Mechanisms for capturing emails on your site or at the point of sale. Competitions, draws and co-registration (co-subscription).
  • Rent email addresses: reference budgets in BtoB and BtoC.
  • Evaluate the interest of social media to capture addresses.
• Plan your e-mailing campaigns Define your plan by integrating a test logic (split runs) and follow-up.
  • Optimize the rhythm of routing to preserve its bases.
  • Choose a routing solution.