Email Efficiency and Effectiveness
Avoid being deleted, ignored or treated as spam
Worried that your marketing emails are being deleted, left unread or being caught by spam filters? Inbox 'flooding' has forced your customers to become more sophisticated and develop their own methods for identifying emails of interest. Understanding why your emails might not be getting through to your customers is critical for your business. Identifying ways of improving 'open, click-through and click-conversion rates' is essential for meeting your e-marketing targets.
To make email an efficient and cost-effective communication channel for your business, your email communications need to be:- Well-designed
- Targeted to specific customer segments
- Tailored to the end-user
- Sent at the right time
- Designed to pass through aggressive spam filters
Our workshops will demonstrate a socio-technical approach that will deliver timely and relevant emails to your customers – thereby encouraging increased click-through and click-conversion rates. The workshops also emphasise the importance of evaluation. You will learn how to use e-metrics to determine possible weaknesses in your current email distribution.
Workshop content can cover:
- An introduction to email design and delivery principles.
- Practical approaches to establishing customer email needs.
- Methods to avoid spam filters and improve open and click-through rates.
- Benefits of identifying and adopting logical e-metrics to meet business needs.
- Devising and using customer segments and capturing customer profiles.
- Optimising email design for multi-platform delivery.
- Understanding email timeliness, relevance and design from a customer perspective.
- Mapping email design and distribution techniques to technical capabilities.
- Adoption of email standards and conventions.
- Managing system/customer conflicts, opt-in and unsubscribe methods.
- Establishing e-mail performance through e-metric analysis.
- Selecting email prototyping techniques to support customers and resources.
- Email evaluation measures and techniques.
- Achieving a business, technical and customer balance.
- Evaluating and communicating house style guidelines for emails.
- Personalisation techniques to tailor the emailexperience.
These workshops will:
- Demonstrate the benefits of adopting a structured approach to deliver timely, relevant and well designed emails to balance business and customer needs.
- Provide delegates with evidencebased decision-making skills, using core socio-technical email design, delivery and distribution principles.
- Support the development of a skill set to stimulate the creation of innovative e-marketing campaigns to increase click-through and click-conversion rates.
Example workshops:
 |
Email Efficiency and Effectiveness Encourage customers to open, click-through and click-convert |
|
E-Metrics: Strategy and Analysis Accurately measure and analyse your e-mail marketing performance |
Contact us
St John's Building
Brunel University
Uxbridge, Middlesex
UB8 3PH