Email Marketing Copywriting

For many of you, your email campaign lost the race even before it got out of the gate. Spam filters and email firewalls silently and unceremoniously junk your emails. Research has shown that fully one-third of permission-based emails don’t get delivered.

Even if your message gets past the filters, it doesn’t mean your email will be opened. Your recipients are brutal when it comes to slashing through the commercial messages clogging their inboxes. A split second decision will decide your email’s fate, based squarely on your From line and Subject line, and to a smaller extent, what’s visible in the Preview pane. After navigating these deliverability and openability hazards, you still have to get the recipient to comprehend and act on your message. A pretty tall order nowadays.

This virtual seminar is going to get “hands on” with reviews of actual email campaigns submitted by seminar attendees. Not all will be chosen, so give yourself the best chance of having your campaign critiqued: submit your entry early. Stephan is one of the most popularly and highly acclaimed MarketingProfs seminar leaders.

If you’ve ever wondered what you were doing wrong with your email marketing, or wondered what you could be doing better, then this is the seminar for you.

You will learn:

• How to write messages that are opened and read
• How to create subject lines that are the best they can be
• Best practices for your call-to-action and value proposition
• How to balance text and images
• When to use Text or HTML
• Whether your email is compliant with CAN-SPAM legislation
• Whether your messages will get past spam filters

The 90-minute seminar will include an extended Q&A.

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Presented by Stephan Spencer, Managing Director of Netconcepts:

• Search engine optimization
  You want to get to the top of the search engines? Ah… but which search engines should you target? What keywords are your prospects searching for? And how do you actually get your site to the top for those keywords and then to stay there? Learn the tactics that will make your site ’scream’ in the search engines - ethically and sustainably - without costing you a fortune ongoing.
• Improving conversion rate
  So you’ve got visitors to your site, but will they purchase? Improving conversion on your site is an art and a science that involves a mix of clever copywriting, compelling offers, a follow-up strategy, meaningful metrics for measuring success, and more.
• Email marketing
  Email can get you in front of your customers and prospects without relying on them to remember to come back and visit your site. But pitfalls abound. Get it wrong just once and you’ll significantly trim your list and burn your relationships. Learn what it takes to make great campaigns and newsletters, get the permission you need from your intended audience, and then test your assumptions scientifically.
• Working with your web developer
  What are the ingredients for sucess when launching a redesign or a new site? What processes are helpful in keeping the project and the vendor on track? What are reasonable expectations of the client and the vendor? What goes into (and what doesn’t go into) an effective brief or specification? How do you manage the legal risk?

Presented by Kelly Goto, Principal, gotomedia, Inc.:

• Usability
• Information design
• Workflow
• Metrics for ROI from a user experience perspective

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How to Create Email Campaigns That Drive Action and Build Relationships
Learn how to develop objectives and strategies for implementing email communication campaigns that involve email newsletters and promotional emails.
Deliverable is a 2-3 month email campaign.

How to Decipher Your Web Trends to Maximize Results
Learn how to develop, track, maintain, analyze and utilize the large volumes of data available and turn that into useful information you can use to manage and optimize your business.
Deliverable is to develop historical data, current benchmarks and an understanding of what to measure, why to measure it and what it means.

Developing Strategic and Creative Methodologies For Increasing Results

Learn how to increase your conversion rate one step at a time. You goals are for prospects to make purchases, or subscribe, or register, or make referrals. Each of these goals is a “macro-action,” and you can measure its conversion rate. Every one of your macro-actions is composed of a series of smaller micro-actions.

Deliverable is to develop an efficient conversion system matching your selling process to your prospect’s buying decisions by dealing with real examples from your website.

Development Doesn’t Have to be Rocket Science
Learn how to communicate effectively with web developers about what your requirements are. Did you know that of all software development projects are failures? Did you know that 80% of development costs are incurred after the initial project is delivered?
Deliverable is to take your project from concept to wireframe, to storyboard to final prototype independent of what technology your company uses by effectively creating a prototype of an application you want to have developed.

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