Email Marketing Master Course

  • Available Now: On-demand
  • Duration: 5 hours
  • Number of classes: 9
  • Cost: $595 | You Pay: $595
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Every year, the naysayers and the Negative Nancys start spreading the same rumor: email is dead. And every year, there's some new platform ready to steal the spotlight. But the data doesn't lie (the DMA says email marketing yields an average 4,300% ROI for businesses in the US); it's safe to say that email is here to stay.

MarketingProfs University's Email Marketing Master Course is a 9-class course that will ensure you're making the most of your email marketing programs.

You'll get an overview on how to create a blueprint for email marketing success. You'll learn how to convert more customers using behavior-based trigger emails, nurture new leads with better onboarding emails, build robust email lists through segmented targeting, gain subscribers who actually want to be on your list, and much, much more!

In summary, you'll learn to leverage what marketers consistently rank as the single most effective tool for awareness, acquisition, conversion, and retention.

Unlike many other online courses, MarketingProfs University isn't taught by a single facilitator, but by expert instructors who specialize in their own areas. Each class will provide you new insight from an instructor who lives, eats, and breathes the topic, like Karen Talavera from Synchronicity Marketing, Nicole Knoll from the University of Iowa Foundation, Janet Choi from Customer.io, Autumn Tyr-Salvia from Message Systems, Scott Cohen from Inbox Group, and Mary Abrahamson from Ferguson Enterprises.

Together they'll not only provide invaluable instruction, but they'll answer your questions and network with you in our exclusive Email Marketing Master Course Facebook group.

How does it work?

Email Marketing Master Course includes 9 classes (each 30–40 minutes long). These classes are recorded and are available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months. Click on the Topics tab to see the list of topics and the Instructors tab to view the class instructors.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and class notes (PDF).

Once you view all of the classes, you can download a Certificate of Completion (PDF).

Email Marketing Master Course includes these 9 classes:

PLANNING

The Blueprint for Email Marketing Success

Speaker:
Karen Talavera—President, Synchronicity Marketing

ON-DEMAND: View at your convenience for 12 months

Broadcast? Segmented? Triggered? Confused about the types of email marketing campaigns your company should be sending? Tired of a "one size fits all" approach? If you've struggled to create a viable email marketing strategy, this class will deliver a clear blueprint for doing so as well as provide an understanding of the rationale behind the message types, hierarchies, and priorities that are a MUST. You'll learn the components of a successful email messaging plan and how to map one of your own.

At the end of this class, you'll be able to:

  • Identify and implement the five levels of email marketing campaigns that contribute to a comprehensive program
  • Understand the importance of each email campaign level, the types of campaigns it includes, and how it is beneficial
  • Map your email messaging plan according to the layered blueprint approach
COPYWRITING

Take Your Email Copy to the Next Level

Speaker:
Nicole Knoll—Digital Marketing Strategist, University of Iowa Foundation

ON-DEMAND: View at your convenience for 12 months

Customers who choose to open and read your emails do so because they think you can help them solve a problem or fulfill a need. However, most marketers still write emails that focus on what they want customers to do and not on what they can do for the customer. In this class, you'll learn how to write email copy that effectively communicates benefits and increases conversion rates. We'll also cover the components of great email copy, tone-of-voice approaches, and call-to-action best practices.

At the end of this class, you'll be able to:

  • Prioritize your email content according to what provides the most value
  • Connect with your customers using the right tone of voice
  • Implement call-to-action best practices that increase conversion rates
DELIVERABILITY

The Beginner's Guide to Deliverability

Speaker:
Tom Sather—Senior Director of Research, Return Path

ON-DEMAND: View at your convenience for 12 months

Are your open rates declining and you have no idea why? Are your sales from email campaigns shrinking? These are issues email marketers typically face on a daily basis. The problem may be in your deliverability. Whether you are new to email marketing or just looking to brush up on your knowledge, this class helps you understand how to reach the inbox and avoid the spam folder.

You will learn:

  • How content, reputation, and engagement-based spam filters operate
  • Which deliverability metrics you should be measuring
  • Tactics to improve your inbox placement rates
LEAD NURTURING

Email Life Cycle/Onboarding Best Practices

Speaker:
Reggie Brady—Email Marketing Consultant

ON-DEMAND: View at your convenience for 12 months

Successful email marketing begins with understanding your data. It's not merely an electronic file of static information, but an organic body in constant change. In this class, you'll discover how to analyze your list for optimal performance, how to spot trends, and use what you learn to enhance content and offers. You'll also learn best practices for list segmentation and combatting list fatigue. You'll never think of email as "one size fits all" again!

At the end of this class, you'll be able to:

  • Analyze the health of your list
  • Know key metrics for email results
  • Understand ways to segment and analyze your list
  • Determine whether it makes sense to develop an inactive plan
WELCOME EMAILS

The Princess Bride Formula for Welcome Emails That Make Valuable First Impressions

Speaker:
Janet Choi—Marketing Manager, Customer.io

ON-DEMAND: View at your convenience for 12 months

The welcome email is one of the most important marketing emails. They typically not only generate four times the open rate and five times the clickthrough rate as other types of emails, but also provide a crucial opportunity to develop subscriber relationships and long-term value. In this class, we'll walk you through The Princess Bride formula for creating amazing welcome emails.

At the end of this class, you'll be able to:

  • Understand the psychology behind what makes a welcome email effective
  • Utilize a simple copywriting formula to ensure your welcome email doesn't sound like an impersonal form letter
  • Discover new opportunities for leveraging welcome emails in your business
ENGAGEMENT

Pull the Trigger: An Email Marketing Guide to Customer Engagement

Speaker:
Scott Cohen—Vice President, Marketing, Inbox Group

ON-DEMAND: View at your convenience for 12 months

The customer life cycle is made up of many steps that your customers choose to take (or choose not to take). Each step can be a trigger for your email marketing program. In this class, we'll examine some common and not-so-common triggers that you can leverage to earn maximum ROI from your email marketing program.

At the end of this class, you'll be able to:

  • Identify behavior-based triggers in your email marketing programs
  • Understand the types of emails and programs that can be triggered by customer behavior
  • Implement content suggestions for triggered emails
BEHAVIOR

Behavioral Email: If This Then That

Speaker:
Jimmy Daly—Head of Content, Vero

ON-DEMAND: View at your convenience for 12 months

Using simple event tracking, marketers can personalize emails on a nearly one-to-one basis for the ultimate in pinpoint customization. This class takes a closer look at using behavioral tracking and dynamic segmentation for e-commerce, software as a service (SaaS), publishers, and bloggers.

You will learn:

  • Which events to track and how to track them
  • To discover the power of simple behavioral emails
  • How to segment email lists based on behavior and data
SEGMENTATION

How to Build Hyper-Segmented and Targeted Email Lists

Speaker:
Mary Abrahamson—Email Marketing Specialist, Ferguson Enterprises

ON-DEMAND: View at your convenience for 12 months

As marketers, it's important to strive to deliver one-to-one communication to your customers. Batch and blast emails simply won't cut it—your recipients are expecting emails to be as personalized as possible. The best way to achieve this is to have a solid email acquisition strategy and hyper-segment your customers by their personalities. This class will help you plan a strategy, develop tactics, and ignite ideas for growing your email program.

At the end of this class, you'll be able to:

  • Develop an email acquisition strategy
  • Tactically grow your email list
  • Collect the right information to segment your lists
TESTING

How to Unleash the Testing Power of Your Emails

Speaker:
Kath Pay—Founder, Holistic Email Marketing

ON-DEMAND: View at your convenience for 12 months

Your email database is more than just names and emails. It contains the valuable opinions of prospects and customers already engaged with your brand. This class will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights that will inform and improve your digital marketing efforts.

At the end of this class, you'll be able to:

  • Build a hypothesis to help drive the actions that provide the answers you're seeking
  • Make every email a tool to gain insights into the mines of your audience
  • Interpret the results of your email tests and apply the insights

As an Email Marketing Master Course student, you'll also receive these free course materials (over $900 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already a PRO member (a $99 value)*
  2. An all-new MarketingProfs How-To Guide (a $49 value)
  3. PRO Seminar: Leverage Email for B2B: Tips for Each Stage of the Sales Funnel (a $129 value)
  4. PRO Seminar: Customers Trump Analytics—Why Email Marketing is About People, Not Metrics (a $129 value)
  5. Take 10 Video Tutorial: Email Marketing Strategies—Out With the Old, In With the New (a $10 value)
  6. Take 10 Video Tutorial: Crafting Killer Subject Lines—Seven Techniques You Can’t Resist (a $10 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.

Janet Choi

Janet Choi is the marketing manager at Customer.io, an email marketing company whose email tool (also called Customer.io) enables you to message people based on what they do ...

Jimmy Daly

Jimmy Daly is a writer, editor and curator of the daily Swipe File email newsletter. He has spent the last five years working on email and content ...

Karen Talavera

Karen Talavera is an email marketing industry leader, consultant and educator with two decades of experience in data-driven digital marketing. She's the force behind the email training programs ...

Kath Pay

Kath lives and breathes email marketing, and is one of the World's Top 50 Email Marketing Influencers (Vocus, 2014). She devotes her time to developing ...

Mary Abrahamson

Mary Abrahamson is a marketer with a strategic, multichannel approach and a keen eye for customer cultivation. She has worked in both the B2C and B2B worlds ...

Nicole Knoll

Nicole Knoll is a digital marketing strategist with advanced expertise in social media strategy, email marketing, and search engine optimization. She has been helping nonprofits, start-ups, and ...

Reggie Brady

Reggie Brady is an email marketing consultant who focuses on helping clients improve their email strategies and quantify their return on investment. Over her career ...

Scott Cohen

Scott Cohen is the vice president of marketing for Inbox Group, a full-service email marketing agency. With his background as a writer, he began living and breathing ...

Tom Sather

Tom Sather is an email marketing and deliverability expert who has spent the last 16 years helping retail, social, financial services, and B2B marketers optimize ...

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Testimonials

This is the future of marketing. Lots of great tips, idea generators, and insights.

Lynn Sheriden

Very helpful, even for advanced level users. Provided a lot of new ideas/tactics that have either been forgotten or hadn't thought about from that perspective.

Megan O'Shea

A must-attend for not only marketing leaders but sales personnel as well.

Robert Burke