Excelling in email marketing with Ryan Phelan and Kath Pay

The foundations of email. You'll start at the core of what any company must have to operate online. You'll tear down Acquisition, Promotion, Compliance, Transactional and Marketing Automation and Journeys with the guiding principles that make each of these programs successful.

Test everything. Every brand, product, and consumer is different, and with that differentiation comes ensuring that you test everything that you do. Sure, you start with a baseline strategy, but commonly, your customer or prospect is a bit different in their interaction and picture of your brand. We’ll equip you with the knowledge of proper testing techniques and methods and teach you how to know that the result you get is valid.

Content is king. What you send is reflective of how well you know your customers and prospects. With relevancy in every corner of our online experience, we commonly opt for the same message to everyone. You will review copywriting variations, including how Generative AI can help but not solve the task. You'll also dive into how personas, modeled data, and other segmentation strategies can easily change the content and change your definition of how complex personalization transforms your channel.

Persuade through your design. Have you ever wanted to know what motivates your customers to buy from you? If you’re still trying to figure it out, this course reveals how you can leverage human nature and basic psychology to drive conversions. In this very tactical and hands-on course, we will look at all the imperative factors of high-converting emails and show you some inspiring examples of current designs being used.

Unlocking the black box of deliverability. Long gone are the days when you can count on your ESP to handle deliverability. Advanced marketers don’t need the reactive identification of issues but are equipped with the information on the signals to detect problems and avoid disaster. We examine the core deliverability markers and the toolset that will enable you to mitigate a complete failure of your company to deliver emails. You'll review authentication, list cleaning, acquisition techniques, IP allocation and how to avoid the spam folder.

Partners in your journey. Beyond the features and functions of your ESP, there are plenty of partners that can help you elevate your message and increase your sophistication. These partners, when used appropriately, bridge the gap between what you can do on your own and what technology can do for you in a low-friction process. We will review partner pros and cons and recommend great companies we’ve used and trusted for years.

How the machine works. Email production, the process of going from creative brief to pushing the button, is different for every company. Yet, there are some core pieces that you need to ensure are part of that journey. You’ll see how high-production enterprise companies use technology and processes to enable teams to send emails in a short period of time. Also, You'll review what processes, checklists and redundancies we use in our companies that are transferable to your production environment.

This class is ideal if you've been in email marketing for two or more years thus completing two cycles of a company’s marketing calendar. You'll make sure to cover the basics, but this class is designed for those who have already been through the trenches, survived, and want to accelerate their sophistication.