Who Should Attend

• In-House Marketing Team
  • VP Marketing
  • VP/Director Marketing Communications
  • VP/Director Email Marketing
  • VP/Director CRM
  • Email Marketing Managers
  • Sales & Marketing Directors
  • VP/Director/Manager of New Business Development
  • Database Marketing Managers

• Agency Team
  • Account Managers/Executives
  • Media Strategy Director
  • VP/Director CRM
  • Email Marketing Managers
  • Database Marketing Managers

All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student.

Course Outline

• Creating a Great User Experience
  • Consumer attitudes toward SPAM
  • Catering to customer needs
  • Gathering customer intelligence
  • Thank, reward & recognize subscribers

• Building Your List
  • Double vs. single opt-in
  • List quality vs. quantity
  • Capture more opt-ins on your web site
    • Develop a compelling value statement
    • Optimize your opt-In form
    • The 2-step sign-up
    • Pros & cons of Incentives
  • Facilitate forwarding by friends
  • Promote email through co-registration, banner ads and search
  • Viral campaigns
  • List rental dos & don'ts

• Creative & Production
  • Designing for the preview pane and blocked images
  • Link and navigation strategy
  • Learn from heat mapping
  • Design for scanning
  • Craft compelling, benefit-oriented copy
  • Subject lines to get opened
  • Leverage transactional emails
  • Avoid rendering problems
  • Incorporating audio & video

• Segmentation & Personalization
  • Reach vs. response
  • Segmentation success criteria
  • Negative – preferences – a new approach
  • Integrating web analytics

• Choosing an ESP
  • Limitations of doing it yourself
  • How to interview potential partners

• Testing, Reporting & Analysis
  • How to get the most from your data
    • Key industry metrics dissected
    • The individual campaign report
    • The stats summary
    • The annual report
    • Resources for best practices
    • Testing: why & how
    • How to present to the C-level and creative types

• Deliverability
  • Reputation
    • Blacklists & whitelists
    • Certification services
    • Getting on the safe list
  • Content
    • Calculating your spam score
    • Impact of key words in subject lines
    • How to check your code
  • Authentication
    • SPF, sender ID and domain keys

• CAN SPAM
  • Main provisions
  • Proposed legislation
  • Resources

• Wrap Up and Q&A