Integrated Email Marketing and Online Communications

BrightStar Training — Wellington, NZ and Auckland, NZ

March 10th and 11th (Wellington) and March 17th and 18th (Auckland)

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Is your email marketing right on target?
Do you want to improve open rates and conversion rates?
Do your customers view your email communications as spam?
Do you know how to use RSS and blogging to complement your email marketing and online communication efforts?

The value of email marketing in New Zealand has been growing steadily over the years. Not surprisingly email marketing and online communications are the most popular media of choice now, particularly email marketing.

Email is a powerful marketing tool and it integrates well with traditional media. It spurs immediate action, thus generating direct sales, registrations, growth of database and more. It is also more cost effective than paper-based direct mail and achieves greater ROI. However, it is wrought with challenges. And with the passing of the Unsolicited Electronic Messages Act, it’s important for organisations to ensure compliance whilst developing their marketing plans.

Integrated Email Marketing and Online Communications takes a practical approach to ensure continued acquisition, growth and retention of customers through targeted, robust, tried and tested strategies to help lift your email marketing strategies. To help you gain the upper hand over your competition, the course also covers some popular online communications tools that you could implement to supplement your email marketing strategy.

Digital Communications — Email Marketing, Online and Offline Media
Customers today have more choice available than ever before of how they are communicated with. Customers ultimately want to control the frequency, the content and how they receive their communications. This session covers how email fits within the full marketing mix and how it integrates with other online and offline media.

  • What are digital communications?
  • How do digital communications fit within the full marketing mix?
  • Marketing through email, RSS, blogging, txt, websites
  • Platforms â?? desktop computers, mobile devices
  • Integration with other online media
  • Integration with offline direct marketing

Developing an Email Strategy
Many companies spend a lot of time, effort and budget acquiring email addresses, but neglect to develop an effective communication strategy once they have them. Youâ??ll learn to develop strategic communication plans to maximise the potential for robust marketing strategies through this session.

  • Developing the digital communication strategic plan
  • Objectives, strategies and tactical elements
  • Understanding the email marketing and digital communications
  • How to integrate email marketing into other online and offline media

The Unsolicited Electronic Messages Act: Your Legal Obligations
Understand and ensure that your organisation meets the requirements of the Electronic Messages Act 2007.

  • Definition of spam
  • Definition of permission levels
  • Permission vs. memorable permission
  • Industry guidelines and best practices
  • How will the Act affect your marketing plans?
  • What are the penalties and costs associated with breaches?
  • How tight is the current legislation â?? what are the ways around it?
  • How to ensure compliance
  • International spam laws â?? do they apply to companies in NZ?

Data Management: Building and Maintaining a List
Data is at the heart of any form of direct marketing including “email”. It pays to identify the data that you need to collect in order to personalise communications and provide effective reporting.

  • Structuring your database â?? what type of data do you need?
  • What are the reporting data requirements?
  • “Quantity” vs. “Quality” â?? retaining the active subscriber
  • Cleaning and maintaining data â?? changes, adds, deletes, fixing misspellings
  • What is â??provable permissionâ?? â?? recording and time stamping of permission received
  • “Offline permission” â?? how to record permission granted through the call centre, trade shows, network meeting and face-to-face sales activity
  • Managing permission across an organisation

In-House or Outsource â?? Assessing Email Service Providers
Finding the right email service provider is a critical choice for any company. You will explore and learn ways to find the right vendor and technology to manage your campaigns now and into the future through this session.

  • How to assess your needs
  • Questions you should be asking
  • Assessing email service providers in NZ and overseas
  • Liaising with your email service provider

Winning Creative Strategies & Execution for Email
Create email messages that stand out, get read and get the response you plan for.

  • “Memorable permission” â?? planning content your subscribers actually want to read
  • Exploring the 19 creative elements (the from line â?? email brand value, the subject line, the preview pane, position of logo, ratio of text to images, design layout, number and type of links, navigation bar, inclusion of photography, feature offers, location of call-to-action, the words you use and personalisation etc.)
  • Email mandatories
  • What are the technical specifications?
  • Designing effective landing pages and forms
  • Use of rich media â?? video and audio
  • Eyetracking and multivariate testing

Increasing Conversion Rates
This session covers how to use data to improve conversions such as open rates, click rates, inquiries and sales.

  • Reporting data
  • Behavioural targeting
  • Event triggered campaigns

Deliverability, Filters and Rendering
Learn techniques to avoid the dreaded “spam” folder and “report spam” button.

  • Data collection and tracking
  • Filters and list management
  • Deliverability reporting codes â?? messages sent back from ISPs
  • About false positives
  • Whitelisting â?? how to get your message delivered every single time
  • Image suppression â?? whatâ??s getting delivered?
  • Authentication and reputation
  • Rendering your message in email readers

RSS â?? Spam Free Communications
Is RSS the holy grail of online communications? Lean how to send communications that are completely spam free.

  • What is RSS and why use it?
  • What are some of the popular RSS readers available?
  • iRSS â?? individualized RSS, sending personalised communications just like email
  • Content distribution and syndication

Blogging â?? Participating in the Ongoing Conversation

  • The New Zealand and international blogospheres
  • Starting a blog – how to choose a theme
  • Posting content â?? what, how, when
  • Dealing with comments
  • Making friends â?? increase your presence in the blogosphere
  • Integrating your blog with email and RSS
  • Use of video (vlogging) and audio (podcasting)
  • Reporting on performance

Interactive Marketing

University of Wisconsin Executive Education - Integrated Customer Communications — Madison, WI

October 17th, 2006

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Optimize your online efforts
After more than a decade of online marketing, companies are still struggling to find the best ways to use the web to promote themselves and build relationships with their customers. Our proven, practical tips will help you to get higher search engine rankings, make your e-mails filter-friendly — yet compliant! — and deliver relevant customer-focused website content.

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Success with Email Marketing Campaigns: 10 Campaigns Critiqued for Best and Worst Practices

MarketingProfs virtual seminar series — online

August 24th, 2006

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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.

Advanced Email Marketing

Professional Association of Innkeepers International 2006 annual convention — Phoenix, AZ

April 3rd, 2006

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Every email marketer’s biggest challenge is getting their emails delivered, opened and read. Don’t worry, advanced tools and tactics like whitelisting services, domain verification, and spam scorers can help save the day!

Getting Started with Email Marketing

Professional Association of Innkeepers International 2006 annual convention — Phoenix, AZ

April 3rd, 2006

Seminar by

Don’t want to get caught in spam filters, alienate your recipients, or burn your list? Then come to this session and learn the fundamentals of successful email marketing.

Beyond the Banner: New Ways to Brand in the Online Channel

Strategic Branding — Auckland, NZ

March 27th, 2006

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Branding campaigns appear in many forms online besides the ubiquitous banner ad. There are blogs, RSS feeds, paid search ads (e.g. Google AdWords), contextual ads, natural (organic) search listings, text link ads, microsites, and podcasts, to name a few.

  • Gain an understanding of each of these channel’s unique benefits and where each fit in your brand strategy
  • Learn best practice techniques applicable to these new channels, with numerous examples

Audience Development and the Internet

Circulation and the Internet: Co-hosted by American Business Media and National Trade Circulation Foundation, Inc. — New York City

February 8th, 2005


  1. The benefit of the internet to your circulation/audience development efforts, and how important it is to your company
  2. How to use email to renew or acquire new subscribers
  3. E-mail tests – what’s working, what’s not working
  4. Search engine marketing – what are you using and how is it working
  5. Banner ads – are they working, what have you changed, where do you have them
  6. How has can spam effected your subscription efforts? How has it effected your list rental activities? How has it effected your use of outside lists for subscription promotion?
  7. Web agents – are they still working?
  8. Blogs – are they a source of names? How can we get subscription information onto a blog?
  9. Email files – do you have separate files for circulation, web casts, eNL, or a combined database for all? Advantages and disadvantages for each.

Gloria Adams, Pennwell – Moderator
Laura Wilson, NEJM – Panelist
Sean Fulton, GCN Publishing – Panelist
Brian Klais, Netconcepts – Panelist

E-Mail Marketing: Beating the Deliverability Crisis

DMA Annual Conference — New Orleans, LA

October 17th, 2004

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As consumers rely more heavily on spam filters, the e-mail marketer’s dilemma is nearing a breaking point. Soon only 50% of your consumers will receive your e-mails! What are the major factors influencing your own deliverability challenges? This session will reveal ways to assess your vendors’ network reputation, best practices for designing spam filter-friendly e-mails, how to get whitelisted with major ISPs, and where e-mail marketers go from here.

Topics include:

  • Understanding whitelisting criteria for ISPs such as AOL and Yahoo!
  • Secrets to monitoring your own spam record — and your e-mail vendor’s
  • Tactics for making your e-mails filter-friendly while complying with the law

Integrating Email Marketing and SEO Into Your Marketing Mix

Auckland Chamber of Commerce e-Nabling Business — Auckland, New Zealand

October 13th, 2004

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A workshop featuring practical tips and solutions for integrating the latest email marketing and search engine optimization technologies into your marketing mix.

Email Marketing

WCCE Annual Winter Conference — Madison, WI

February 11th, 2004

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  • Why market via e-mail
  • How to rise above the noise
  • Reaching today’s consumers