Our Zoom Digital Marketing Email Marketing Training Course takes a deep dive into the process of email marketing, and how you can attract (and retain) your email newsletter subscribers.
One of the most wonderful things about email marketing is that it is so cheap to do! If you have already managed to accrue a list of subscribers (see more about this below) it is a remarkably cost-effective process to promote and market your products and services to them. In fact, in many cases, email marketing can cost you absolutely nothing but your time. In this online class, we cover all of the important aspects of email marketing, from how to attract and collect subscribers, how best to store their data, to the creation and mailing of attractive and exciting email newsletters that will encourage your subscribers to purchase your products and services. We also take a detailed look at GDPR (General Data Protection Regulation) to ensure that everything you do is compliant with the (relatively recent) laws regarding the use of personal data.
There are a variety of ways of attracting new subscribers to your email mailing lists - the most obvious one is to ensure that you are displaying an attractive subscribe form on your website (with just a few fields requested, such as the persons name and email address) along with a well written, powerful and compelling CTA (Call to Action) message highlighting the benefits they can expect from subscribing to your newsletter. Taking this one step further, it is important to consider where on your website and how often this form should appear - in practice, the more clearly and repeatedly the form is displayed, the more subscribers you are likely to attract. Taken to the nth degree, many businesses also employ popups, small windows displaying subscribe forms which appear when the user does something (e.g. scrolls down, visits a new page, or moves their mouse over the address bar). These techniques have been shown to attract more subscribers (no matter how annoying some of them may be) and all of these methods are discussed, demonstrated and considered during this online class.
Another important issue to consider is your compliance with the General Data Protection Regulation (GDPR), the data protection laws that came into effect in May 2018 which require you to ask additional questions of your potential subscribers to ensure that you are GDPR compliant. Although originally an EU wide law, Brexit has not affected UK GDPR to any notable degree, and UK businesses can still face fines for non compliance. Again, during this class, we show you how to ensure that your subscriber forms are GDPR compliant.
Now here is where things may get a little tricky. Again, according to GDPR, if you store any personally identifiable data on your website, then you must account for it's purpose, whereabouts (i.e how and where you store it) it's security and so forth, plus you must allow your subscribers the ability to request that the data be removed, along with the acknowledgement that you have done so. This essentially means that you should consider carefully what customer data you are planning to collect, and how you are going to store it. We discuss this during the course, showing you the best solutions for collecting and storing your customer data in order to ensure that you are fully GDPR compliant.
With all of the technical stuff out of the way, it's time to get on and design some great looking newsletters! There are of course a number of ways to do this, from using a variety of WordPress plugins to create and send your newsletters, to using third-party services such as Mailchimp. We explain the pros and cons of all of these methods, along with exercises that will get you designing great looking newsletters in no time.
We also take a close look at the potential content of your newsletters, discussing the various news subjects and themes that are most likely to interest and engage your subscribers, and for this we draw extensively on our content creation and content marketing strategy courses.
It probably won't surprise you to know that creating mailing lists and sending newsletters is the tip of the iceberg when it comes to email marketing. A compete industry has sprung up in the area of Customer Relationship Management which means that your subscribers can be funnelled in a number of ways, taking them on a customer journey that can (and often does) lead to sales. Autoresponders can take care of your automatic messaging requirements, whilst other automated processes can take care of the legwork, leaving you free to continue to innovate and expand on your content creation and marketing ambitions. All of these areas are discussed and demonstrated during this email marketing course.