Make Your Emails Count: Email Marketing 101

About this webinar

This in-person session is open to VIC businesses in the Digital Solutions program. Not registered yet? Takes 2 minutes here.

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You've built a mailing list, sent a few emails, and logged in afterwards to a page full of percentages. Some look good, some look bad, and it's hard to know which ones matter.

In this hands-on workshop, you'll give your email marketing a proper tune-up. You'll set a purpose and split your list into groups, plan next month's emails, write and peer-test subject lines, and set up a reusable template that's easy to read. Then you'll open your own email reports and read them properly: what each number means, what it might be telling you, and what you'd change next time. You'll leave with your next month of emails planned and a template ready to send from.

This workshop is all about building your foundation and getting started on the right path.

Please note: a laptop is required for this session, only 15 places available.

What you'll learn

• How to define what your email marketing is for using the stages of your customer journey
• The difference between a newsletter and a marketing campaign, how often to send, and when a reminder resend makes sense
• How to set up groups (tags or segments) so each email goes to the people it's for
• What to include and what to leave out of a subject line and preview text, with before-and-after examples
• How to choose and set up a template
• The basic metrics to track (bounces, opens, clicks, unsubscribes and conversions), why open rates are less reliable than they used to be, and how to test one change at a time

What you'll leave with

• A one-line purpose for your email marketing, and a clear job and audience for your next send
• Next month's emails planned on a one-page worksheet, starting with the questions customers already ask you
• A saved template in your own account, with a test email sent to yourself
• Your last few emails' results recorded in a simple log, with one thing to change next time
• A once-a-year routine for keeping your list healthy

Who it's for

This session is for businesses who already send emails or have a mailing list, but aren't sure what to track or how to tell whether a campaign worked, with no marketing background needed.