Course outline for
Introduction to E-Mail Marketing

How to Use This Guide

Session One: Course Overview

Session Two: Getting to Know E-mail Marketing

What is E-Mail Marketing?

Glossary of Terms

History of E-Mail Marketing

Getting It Right

Session Three: Setting Up Your Audience

Gathering Contacts

Rules and Regulations

Staying Organized

Session Four: The Tools

Setting Up A Plan

Choosing an E-Mail Marketing Provider

Get Practical

Session Five: Designing Your Campaign Strategy

Looking at Your Campaign Strategy

What’s Your Campaign Strategy?

Going Beyond the Basics

Session Six: Crafting Messages for Each Campaign

Pre-Assignment Review

Crafting Your Message

The Message IS The Message

Designing an Eye-Catching E-Mail

Choosing the Right Design

Making Connections

Make This Easy

Session Seven: Good Habits Get Optimal Results

Be a Good E-Mailer

Smart Rules Apply

Conversions

Designing Content That Has Value

Developing Different Types of Content

Session Eight: What to Write

Give People What They Want

Be Green…Evergreen That Is!

Topic Generator

Let’s Get to Work

Session Nine: Subject Lines and Action Calls

Great Subject Lines

Action Items

Use Strategy with Your Call to Action

Session Ten: If It Doesn’t Get Measured, It Can’t Be Counted

Key Metrics

Revenue Per E-Mail Sent

Timing Your E-Mail Message

Test Before You Send

Session Eleven: Test Driving

Making Connections

Writing Your Initial Welcome E-Mail

Recommended Reading List

Post-Course Assessment

Pre- and Post-Assessment Answer Keys

Personal Action Plan