Email is now the primary channel for marketing communication, but how can you be sure your results are as good as they can be? And how do you persuade new potential customers to sign up, open up, click through – and do all of this regularly?
This course takes you from promoting your enews service to writing copy to engage and get those readers clicking.
- The sign up process. What makes people subscribe – and stay subscribed?
- Legal and technical stuff, from Data Protection to firewalls, spam filters and sender reputation
- How to write excellent subject lines and grab attention in the preview pane
- Establishing your email ‘voice’, and judging how much you need to say
- One-off marketing emails, regular newsletters, and the value of automated emails
- Testing, metrics and benchmarks against which to measure how well your emails are performing
- Customer engagement strategies
- Managing challenges, from promoting everything without overloading subscribers’ inboxes, to balancing ‘creative’ with templates, to negotiating with colleagues over email content.
What’s the day like?
It’s a round-up of good practice in one of today’s most essential marketing channels. Packed with real examples, stats, and tips for helping you to make your email campaigns successful despite your readers’ overflowing inboxes.
Who should attend?
Anyone within publishing or related sectors who wants to take their email marketing to the next level.
About the trainer: Rachel Maund
Rachel Maund has over 30 years’ experience of writing copy for publishers, and has been running training workshops on copywriting for 20 years, and on five continents. Her company, Marketability (UK) Ltd, is London-based but works with publishing clients all over the world, specialising in marketing and in training. She works across all publishing sectors, including large and small companies in STM, academic, schools, business/professional, travel, and trade. Clients include John Wiley, OUP, Cambridge University Press, Hachette, HarperCollins, SpringerNature, Taylor & Francis, SAGE Publications, World Scientific, Cengage, Pearson, Bloomsbury, and Bradt Travel Guides.
Kinokuniya Privilege Card Members
Kinokuniya Privilege card members can also enjoy a 10% discount on all our courses. Please share with us your membership card number by emailing [email protected] along with the workshop title.
Minimum – Maximum Number of Participants: 10 – 30 pax
Registration is on a first-come-first-served basis and workshop fees must be paid before the workshop. If the minimum number of participants is not met for the class, the organisers will inform all participants about possible postponement and cancellation of workshop, two weeks before the workshop date.
All ALAP workshops serve tea-breaks and provide course handouts.
Cancellation & Substitution
The workshop can be cancelled or postponed two weeks before the workshop date if the minimum number of participants is not met. Participants will be fully refunded for workshops cancelled by us.
Participants who are unable to attend a workshop they have registered for are to inform us of the reason two weeks before the workshop date. They will be fully refunded in the event of extenuating and mitigating circumstances ( E.g. illness, bereavement, accidents) . Those who inform us later than two weeks before the workshop date will receive a 50 % refund. Participants can also opt to attend another course at the same value within the same year.
Upon registration, you are deemed to have read and understood the cancellation, withdrawal and substitution policy and accept the terms contained therein.