1
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Setting the Stage
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Learn
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:30M
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- Welcome & expectations
- Summary of ANA Member benefits
- Review of L.E.A.D. learning approach and
My L.E.A.D. Action Plan
- Learning agenda, framework and
workshop objectives
- Ice-breaker Activity
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2
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Strong Foundations: Understanding Permission, Legal Regulations and Deliverability
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Learn
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:45M
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- Degrees of Permission and Opt-In Explained
- Legal rules overview
- Deliverability landscape
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Experience
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:15M
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- Examples of different sign-up forms, permission passes and inbox /receiving environments
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Apply
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:15M
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- Exercise: Participants form pairs to review opt-in practices and prioritize their preferred methods.
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Break
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:15M
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3
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The Big Picture: Channel & Program Strategy
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Learn
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:45M
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- Strategic mindset for using email, acquisition vs. retention approaches, how to create a messaging strategy, and applying automation, frequency and sequencing
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Experience
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:15M
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- Real-life examples and case studies of email campaigns
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Apply
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:30M
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- Exercise: In small teams of 4-5, participants are introduced to a framework for developing an email marketing plan. As a first step, they create a messaging strategy identifying types of email, frequency and cadence. 1 or 2 groups then share their strategies.
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Lunch
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:60M
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4
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Your Audience: Subscriber Opt-In, Data Gathering, and Email List Management
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Learn
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:45M
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- The essentials of using both external third-party lists and acquiring opt-in email addresses for proprietary email subscriber list growth are covered.
- Must-know considerations such as which data to gather for segmentation, ensuring deliverable email addresses, unsubscribe and list management, and ongoing list maintenance are covered.
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Experience
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:15M
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- Numerous opt-in and email address gathering instructional examples (both online and offline)
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Apply
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:15M
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- Exercise: Using the framework introduced in Module 3, participants form groups of three and create an audience segmentation plan to support their messaging strategy.
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Break
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:15M
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5
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The Fine Art of Crafting Exceptional Email Marketing Messages: Offer, Creative and Design Learning Lab
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Learn
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:30M
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- Offer and CTA approaches effective for email and why they work
- Key message “building blocks” are explained, as are design best practices for each
- Content organization, creative options, and use of dynamic content
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Experience
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:30M
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- Real-life campaigns, message examples and case studies
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Apply
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:30M
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- Exercise: Working in teams of three and continuing with the planning framework introduced earlier, students brainstorm an email message design template and creative approach for a key message “type” in their program (either content or promotional message). 1 or 2 designs are selected for full group critique/feedback.
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6
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Final Analysis: Meaningful Metrics for Calculating Results
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Learn
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:15M
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- Email KPIs explained, how to calculate them, and approaches to post-campaign analysis
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Experience
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:15M
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- Practice calculating KPIs with instructor guidance
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Apply
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:15M
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- Exercise: As a full group, we work through an email campaign metrics/ROI calculation exercise to support the last step in program development, tracking and measurement.
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7
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Learning Reflection and L.E.A.D. Action Plans
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Discover
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:15M
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- Group reflects on learning
- Additional Resources
- Create L.E.A.D. action plans
- Closing remarks
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