Nowadays many marketing teams focus a lot of their efforts on Instagram influencers and other newer ways to reach their market. However, email marketing is still an effective way to reach and convert your buyers. In fact, 78% of marketers have seen an increase in email engagement over the last 12 months according to a recent HubSpot survey. During this session we will look at ways to improve your current email marketing strategies and content, with examples for inspiration.

This course has been designed to run over three consecutive weeks to allow you to fit this into your busy schedule. We also find that it helps attendees to retain information from the session.

It is split into three 1-hour sessions that take place between 1–2 p.m. (BST). We will send you one Zoom link which will be used each time you log on for the course.

£130 +VAT (or 50% off for BookMachine members). Further discounts are available directly from Publishing Scotland for their members.

Week 1 (Monday 10th May): Developing your strategy

• Objectives and the role of email
• Effective targeting and segmentation
• Data and list strategy

Week 2 (Monday 17th May): Creating your emails

• Email templates and design
• Persuasive copy and content
• Using personalisation

Week 3 (Monday 24th May): Maximising your email success

• Follow up and automation
• A/B testing
• KPIs and measuring results

About the tutor

Shelly Philips is a marketing specialist with over 15 years of marketing experience and has been developing email campaigns since 2007. She has spent most of her career in publishing, mainly working for the global publisher Oxford University Press. Currently a Member of CIM, Shelly is a fully qualified marketer with a Masters in Mass Communications and an IDM Postgraduate Diploma in Digital Marketing.