Winning Email Marketing Strategies | School of Marketing | ANA

Winning Email Marketing Strategies

This event is over.


#

Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

1

 

 

Setting the Stage

 

 

Learn

:30M

  • 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 


2

Strong Foundations: Understanding Permission, Legal Regulations and Deliverability

 

 

Learn

:45M

  • Degrees of Permission and Opt-In Explained
  • Legal rules overview
  • Deliverability landscape

Experience

:15M

  • Examples of different sign-up forms, permission passes and inbox /receiving environments

Apply

:15M

  • Exercise: Participants form pairs to review opt-in practices and prioritize their preferred methods.

 

Break  

 

:15M

 

3

 

The Big Picture: Channel & Program Strategy

 

 

Learn

:45M

  • Strategic mindset for using email, acquisition vs. retention approaches, how to create a messaging strategy, and applying automation, frequency and sequencing

Experience

:15M

  • Real-life examples and case studies of email campaigns

Apply

:30M

  • 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.

 

Lunch 

 

:60M

 

4

Your Audience: Subscriber Opt-In, Data Gathering, and Email List Management

 

 

Learn

:45M

  • 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.

Experience

:15M

  • Numerous opt-in and email address gathering instructional examples (both online and offline)

Apply

:15M

  • Exercise: Using the framework introduced in Module 3, participants form groups of three and create an audience segmentation plan to support their messaging strategy.

 

Break  

 

:15M

 

5

The Fine Art of Crafting Exceptional Email Marketing Messages: Offer, Creative and Design Learning Lab

 

 

Learn

:30M

  • 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

Experience

:30M

  • Real-life campaigns, message examples and case studies

Apply

:30M

  • 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.

6

 

Final Analysis: Meaningful Metrics for Calculating Results

 

 

Learn

:15M

  • Email KPIs explained, how to calculate them, and approaches to post-campaign analysis

Experience

:15M

  • Practice calculating KPIs with instructor guidance

Apply

:15M

  • 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.

7

 

Learning Reflection and L.E.A.D. Action Plans

 

 

Discover

:15M

  • Group reflects on learning
  • Additional Resources
  • Create L.E.A.D. action plans
  • Closing remarks

Instructors