Email Marketing Master Course

  • Kickoff: December 7, 2017
  • Duration: 5-½ hours
  • Number of classes: 10
  • Cost: $595 | You Pay: $595
  • See our group discounts for 2+
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The email marketing industry is projected to grow to over $6.5B in the next two years. Why? Because email is still the best way to get your message to customers and prospects. The fact that email marketing yields an average ROI of 4300% means that, as a vehicle for reaching people, email can't be beat.

Email Marketing Master Course is a 10-class course that will ensure you're making the most of your email marketing programs and achieving an out of this world ROI.

You'll get an in depth look at how to grow your email list, create meaningful customer relationships, re-engage inactive members to ensure email marketing success. You'll learn how to convert more customers using behavior-based trigger emails and automation, test your emails to get maximum effectiveness, nurture new leads with impressive onboarding messaging, build robust email lists through segmented targeting, use humor to convert prospects into sales, and avoid some of the most common email marketing pitfalls!

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, this 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, Michael Madden from Marketo, Kristin Bond from the Girl Scouts of America, Jeff Slutz from Emma, Tom Sather from Return Path, and more.

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.

All Email Marketing Master Course classes are 30–40 minutes long and are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience through November 2018.

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), and class notes (PDF).

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

Email Marketing Master Course includes these 10 classes:

CUSTOMER RELATIONSHIPS

How to Use Email to Build Customer Relationships

Speaker:
Adam Holden-Bache—Email Marketing Director, Enventys Partners

LIVE: Thursday, December 7 | 12–1pm ET

Email marketing is a critical component of nearly every customer relationship program. Email can be used to help guide a prospect from having minimal knowledge about your product or service, to becoming a customer. If used correctly, a well-run email program can build relationships starting at the prospect stage and extending from conversion to retention and even through customer advocacy.

This class will cover all aspects of an email lead nurturing program, from awareness to retention. You'll get insight, tactics, tips, and takeaways that you can implement to improve the email relationship-building campaigns for your business.

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

  • Identify and create lead nurturing content for all stages of the customer relationship
  • Learn how to use email to progress leads through the sales cycle
  • Pinpoint common relationship-building challenges, and learn their solutions
LIST GROWTH

Accelerate Your Email List Growth With Proven Tactics That Work

Speaker:
Karen Talavera—President, Synchronicity Marketing

ON-DEMAND: View at your convenience, starting December 7, 2017

There's a hungry beast every email marketer owns that is nothing short of a bottomless pit: your email list! Yet if you're treating it right, it should perform more like an elite athlete than a snarling monster.

Growing your list is a job that's never done (and shouldn't be). This class will showcase the top ways email marketers (especially B2B) can apply proven tactics and existing assets to acquire quality new subscribers. And, using both permission-based marketing and valuable profiling data, you'll learn to grow your list without breaking the bank.

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

  • Understand the top-performing email list growth tactics for both quantity and quality subscribers
  • Better leverage existing content assets to attract and acquire email subscribers
  • Streamline your capture forms and pages for better conversion
B2B EMAIL MARKETING

Winning the Inbox: Breakthrough Email Strategies for B2B Marketers

Speaker:
Jeff Slutz—Senior Content Writer, Emma

ON-DEMAND: View at your convenience, starting December 7, 2017

64% of marketers don't have the time or resources to do the marketing they'd like. That means even the savviest B2B marketers sometimes send uninspired emails that, while getting the job done, don't get the results they're capable of. In this class, you'll find real-world examples, design trends, and content strategies that will help you improve your B2B email marketing program and generate results that that are guaranteed to wow your boss.

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

  • Replicate the B2B email strategies of some of the most successful brands in the game
  • Implement email design and content tips to maximize subscriber engagement
  • Analyze email data so you can test, iterate, and get better with every send
MISTAKES

Eight Mistakes Email Marketers Make

Speaker:
Michael Madden—Senior Marketing Manager, Marketo

ON-DEMAND: View at your convenience, starting December 7, 2017

Even the most seasoned email marketers sometimes make cringe-worthy flubs. The kind that turn readers off or weaken the email experience. But if you don't know what the biggest mistakes are, how can you avoid them? In this class, you'll learn the eight most common pitfalls in email marketing, from email deliverability to writing subject lines to email design and more!

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

  • Optimize subject lines and email design
  • Explain why deliverability just can't be ignored
  • Determine which email metrics are true indicators of success
RE-ENGAGEMENT

Wake up Sleepy Subscribers Using Marketing Automation

Speaker:
Michael Madden—Senior Marketing Manager, Marketo

ON-DEMAND: View at your convenience, starting December 7, 2017

Scary fact: up to 80% of email address in marketing databases are classified as inactive. These "sleepy subscribers" haven't engaged with your digital assets in months, which negatively impacts the health of your email program. But with the right re-engagement strategy, you'll discover a cost-effective way to convert inactive subscribers into revenue!

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

  • Identify and understand how inactive subscribers bring down the overall health of your email programs
  • Implement strategies for re-engaging inactive subscribers based on a variety of factors
  • Leverage marketing automation to turn your inactive subscribers into loyal customers
MARKETING AUTOMATION

Cultivating Customer Relationships Through Automation

Speaker:
Kristin Bond—Senior Email Marketing Manager, Girl Scouts of America

ON-DEMAND: View at your convenience, starting December 7, 2017

Automation is a great way to build and maintain relationships with leads and customers. Automated content can lighten a team's workload and keep your brand on your customers' minds, leaving you more time to focus on other work. This class explores how to plan an automation strategy and make sure you're capturing the right data, demonstrating quick wins to prove automation success, and using automation to create valuable user experiences.

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

  • Capture the correct data to be able to automate messages to your customers
  • Identify easy trigger-based emails to automate right now
  • Map out a user experience for customers at different buying stages
TESTING

The Busy Marketer's Guide to Improving Email Effectiveness Through A/B Testing

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

ON-DEMAND: View at your convenience, starting December 7, 2017

As the old saying goes, “If you're not growing, you're dying.” So it is with your email marketing strategy. A/B testing is an efficient way to continually optimize your email marketing strategy and keep your efforts from flat-lining. In this class, you'll learn how to conduct A/B testing to achieve better results from your email marketing campaigns based on what your goals are. Get ready to grow your subscriber list, improve your email open rates, and get more conversions through A/B testing.

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

  • Determine what email elements you need to A/B test to get the specific results you are looking for
  • Conduct an effective A/B email campaign test to ensure reliable results
  • Analyze the results of your tests and measure your progress towards reaching your goals
CONVERSIONS

Think Outside the Inbox: How to Write Higher-Converting Emails

Speaker:
Lianna Patch—Conversion Copywriter, Punchline Conversion Copywriting and SNAP Copy

ON-DEMAND: View at your convenience, starting December 7, 2017

Take what you know about your reader. Merge it with what you need them to do. Voila: conversion! We'll talk about the emotional triggers that lead people to take action, actionable words to use (and those to avoid), and how to write and format an irresistibly clickable CTA. Plus, discover how to set yourself up for success—even on the other side of the click.

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

  • Zero in on what you want your readers to feel and do after reading your copy
  • Compel your readers to convert (without sounding scammy)
  • Write irresistibly clickable call-to-action copy
LANDING PAGES

The Fundamentals of Landing-Page Optimization for Email Marketing

Speaker:
Alex Birkett—Growth Marketing Manager, HubSpot

ON-DEMAND: View at your convenience, starting December 7, 2017

This class covers the fundamentals of landing-page optimization, clearing up common misconceptions to help you get the most out of your email capture landing pages. Discover when to create broad tests versus when to iterate, understand where the landing page fits into the broader customer journey, and know which tools to use to easily create landing pages and tests.

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

  • Test concepts against each other for maximum impact
  • Maintain "scent" and keep a user energized between clicks
  • Get buy-in for landing-page optimization with colleagues and clients
DELIVERABILITY

Everything I Needed to Know About Email Deliverability I Learned by Playing Video Games

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

ON-DEMAND: View at your convenience, starting December 7, 2017

Email deliverability is a lot like video games, but without having to blow into the cartridges (points for anyone who gets that '80s reference). And while you may not lose a valuable life over email deliverability, you may lose out on a lot of revenue. Deliverability challenges can come in many forms, including email campaigns sent to the spam folder, blacklists, and slow delivery of time-sensitive campaigns.

When trying to reach the inbox, it's dangerous to go alone. So we'll help you navigate the perils and pitfalls of email deliverability! And while this class may not help you earn lives or access new levels, it will help your email program performance.

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

  • Identify the main reasons your emails aren't reaching the inbox
  • Understand the basics of sending reputations and how to measure yours
  • Discover the "secrets" of the top email providers

With your registration to Email Marketing Master Course, you'll also receive these two Best of MarketingProfs classes:

OVERVIEW

On the Edge of Email: Top Trends and Personalization

Speaker:
Reed Pankratz—Senior Email Digital Brand Strategist, Finish Line

ON-DEMAND: Access today!

Email is the utility player of your marketing infield. It's a tool that can be used in a variety of ways, some of which extend far beyond the traditional inbox. For many businesses, email is a significant engagement, traffic, and revenue driver. In this class we'll not only take a look at top trends in the world of email but will examine best practices being used by today's savviest digital marketers.

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

  • Understand and implement email marketing best practices
  • Identify trends in email marketing
  • Recognize the importance and impact of personalization
MOBILE

Going Mobile: Email Marketing in a Smartphone World

Speaker:
Andy Tweddle—Content Marketing Manager, Distilled

ON-DEMAND: Access today!

Have you ever been scanning emails on your smartphone, only to find several of them have tiny type and fiddly links? You're not alone, and it's emails such as this that are killing open rates and click-through rates. In this class, learn how to make your email marketing just as powerful and useful on mobile devices (and, indeed, tablets) as it is on the desktop with compelling and skimmable copy that grabs the attention of mobile users.

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

  • Create full email experiences that are optimized for mobile, tablets, and the desktop
  • Write compelling and skimmable copy that will grab the attention of busy mobile users
  • Design a subscriber journey that matches the multiple-device lifestyle of your audience

As an Email Marketing Master Course student, you'll also receive these free course materials (over $800 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. MarketingProfs How-To Guide—Email Essentials: Gmail Tricks of the Trade (a $49 value)
  3. PRO Seminar: Email Design for Non-Designers (a $129 value)
  4. PRO Seminar: Hello, It's Me... The Adele Guide to Doing Email (a $129 value)
  5. PRO Seminar: MarketingProfs Makeover: Email Copy That Converts (a $129 value)
  6. Take 10 Video Tutorial: Crafting Killer Subject Lines—Seven Techniques Your Target Can't Resist (a $10 value)
  7. Take 10 Video Tutorial: Seven Steps to a Successful Re-Engagement Campaign (a $10 value)
  8. Take 10 Video Tutorial: How to Avoid Spamtraps (a $10 value)
  9. Plus, 2 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $258 value)

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

Adam Holden-Bache

Adam Q. Holden-Bache is the author of How to Win at B2B Email Marketing: A Guide to Achieving Success. Adam's book guides readers through all ...

Alex Birkett

Alex Birkett is a growth marketing manager at HubSpot. He holds a bachelor degree in strategic communication from the University of Wisconsin. Alex lives in ...

Jeff Slutz

Jeff Slutz leads the team of writers responsible for producing Emma's award-winning content. From blog posts and articles to guides and email, Jeff creates compelling ...

Karen Talavera

Karen Talavera is an industry-leading email strategist, consultant, speaker, and professional educator with 20 years' experience in data-driven digital marketing. Karen is a pioneer of ...

Kristin Bond

Kristin is the head of email marketing at Girl Scouts of the USA and is a co-founder/board member of Women of Email, a non-profit association aimed at ...

Lianna Patch

Lianna Patch is a conversion copywriter and comedian whose greatest dream is to make your customers pause, smile, and click (in that order). Conquer campaigns with her ...

Mike Madden

Mike Madden is a senior marketing manager for the Commercial Demand Generation Team at Marketo. He focuses primarily on full-funnel email strategy, execution, and analysis.

Nicole Knoll

Nicole is a digital marketing strategist with expertise in social media strategy, email marketing, and data analytics. She's been helping non-profits, start-ups, and B2B marketers leverage digital ...

Tom Sather

Tom Sather is the research director at Return Path and leads the corporate marketing team. He is a frequent speaker and writer on marketing trends and technology ...

Testimonials

If you want an amazing session on the current trends, logistics, a-to-z on email marketing, you MUST take this course. Best 6 hours you will spend in your worklife. AWESOME!!

Mary Sherwin

There is something to learn regardless of your experience level.

Elizabeth McConnell

The classes are quick and informative. You can download all the slides, notes, and audio so you can keep referring to them when you need to.

Shane Hensley