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Mastering Online Marketing: Effective Email Campaigns

Navigator implemented a 1-day training programme on email marketing for the Cyprus Chamber of Commerce on 29 October 2014. The seminar was attended by 19 business executives from 14 enterprises.

 

Navigator implemented a 1-day training programme on email marketing for the Cyprus Chamber of Commerce on 29 October 2014. The seminar was attended by 19 business executives from 14 enterprises.

The use of email and email newsletters as a means of communication and promotion with customers and other stakeholders is a key aspect of marketing operations. According to MarketingSherpa, 60% of respondents claim that email marketing is producing a return on investment (ROI), while 32% claim that email marketing eventually will produce an ROI.

FutureBright claims that while 30% of users change email addresses annually, 44% of email recipients made at least one purchase in 2013 based on a promotional email.

The Navigator seminar focussed on strategic methods of creating value for email recipients. We identify six main options for creating value via email marketing:

  1. Providing unique information to recipients

  2. Providing convenient information to recipients

  3. Special offers

  4. Providing unique access or perspective

  5. Enhancing customer loyalty

  6. Offering a reminder

The programme was attended by a range of enterprises and institutions from different sectors, including

  • Alasia Land Development

  • Armonia Estates

  • Belugga Web Designers

  • Creative Tours

  • ELMASCO

  • Hellenic Filalis

  • Honeywell Travel

  • Monarch Telecom

  • MSG Trade Link

  • Vestnik Kipri Media Group

  • SuperNova Consulting

  • University of Lancashire (UCLAS) Cyprus

  • Vectolama Holdings

  • WaterWorld

For further information, please contact Philip Ammerman.

 

 

 

Training Objectives

This one-day training programme provides an in-depth, practitioner’s approach towards the effective use of email campaigns. The programme is open to executives from multiple business sectors. The main programme that will be used is MailChimp, a cloud-based emailing application that includes free usage for up to 2000 email addresses and 12,000 emails per month. This programme is similar to a range of other programmes such as ConstantContact, BlastSender, GoldMine, FlexMail and others.

Objectives are:

  • To master the use of online mailing campaigns and newsletters
  • To assess and develop effective communications with different customer groups
  • To improve financial performance via online selling, branding and customer loyalty
  • To develop effective customer databases
  • To understand the concept of the sales funnel

 

Training Modules

  1. Introduction to Email Marketing

  2. Gaining Permission to Market

  3. Developing the Mailing List

  4. Creating Online Content

  5. Creating an Online Newsletter

  6. Finalising and Sending the Online Newsletter

  7. Email Analytics

  8. Conclusions

 

Learning Outcomes

At the end of the training day, the participants should be able to:

  • Create a free MailChimp Account

  • Create a mailing list or recipient database

  • Create a mailing list in MailChimp, including adding segments

  • Create a keyword-optimised special offer and company news article for posting on their website

  • Develop a graphic newsletter on MailChimp, linking back to the company website (or other website)

  • Send and evaluate newsletter results