Class Overview

Improving Email Promotions | Seattle Central College - Continuing Education

Email is still one of the most effective and powerful ways to promote your business with current and prospective customers, but are you using it effectively?

Learn how to improve your email promotions and responses with meaningful testing and tracking.

During this class, you'll discover new ways to improve your email promotions, including:

  • When to email
  • What to email
  • Testing email copy
  • Analyzing email response rates and getting bench marks for open rates and click through rates

As part of this class, you'll have the opportunity to:

  • Gain an overview and understanding of how email promotion works and how email promotions are sent to prospective and existing customers
  • Gain practical, how-to knowledge of the best times to email, best days to email, and how to test email copy
  • Learn how to write effective email copy
  • Learn how to avoid spamming people, how to target emails to the interests of people, and how to follow up with those people interested in one’s products or services
  • Gain a technical understanding of open rates, click through rates, conversion rates, how commercial email vendors function, and what data to analyze to improve one’s email promotions.

This class will provide you with a basic introduction to email promotions, but if you are advanced, the expert instructor can provide you with even more insight and guidance.

Course Outline

  • Why email marketing
  • Targeting promotions in the Internet Age
  • Return on Investment (ROI) for email promotions
  • The importance of permission marketing, relevant content, and opt-out options
  • Integrating email promotion with other kinds of marketing
  • How email works
  • How commercial email vendors function
  • Analyzing Open, click through and conversion rates
  • Cleaning and updating email lists
  • How HTML and text emails differ
  • Writing email copy
  • Writing a good subject line
  • Writing email body copy
  • Writing response and action copy
  • Design and formatting email promotions
  • Testing and tracking emails
  • Frequency and best times to email
  • How to test different emails
  • Following up on inquiries
  • Creating a one year email marketing plan

Learning Outcomes

At the end of the course, you will:

  • Have an overall understanding of how email promotion works and how email promotions are delivered to people
  • Possess guidelines on how to write effective email copy
  • Know how to avoid spamming people and how to target emails to those people most interested in your product or service
  • Gain the technical knowledge to understand how commercial email vendors function and how to work with a commercial email vendor to optimize email promotions
  • Know when to email, what to email, and how to analyze your email response rates, including open rates, click through rates, and conversion rates

Who Should Take this Class?

  • Marketing professionals who would like to enhance their understanding of email marketing
  • Small business owners interested in improving their customer communication and promotion programs
  • Anyone interested in pursuing a position in the field of marketing

Session Details

  • Class ID: 5919
  • Instructor: Susan Hurrell
  • When: 6/4/18 - 6/29/18
  • Total Number of Hours: 16
  • Where: Online
  • Fee: $195
  • Additional Notes: This course is part of our Digital Marketing Certificate program.