IDM Award in Email Marketing Strategy

The power of omnichannel campaigns

Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we’ll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you, so that you can apply it in your email marketing strategy.

Implementing the integrated planning process

Work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we’ll provide you with a framework to fill in, which will support implementation in your own organisation, integrated planning is key to the success of email marketing.

Create a customer centric communications plan

Your customers should be at the heart of everything you do; this includes your communications plan. This lesson delves into what it means to be genuinely 'customer-centric'. Using practical exercises, industry case studies, and our bespoke template, you’ll produce a ready-to-implement customer-centric communications plan for your own company. This lesson is key to email marketers, is email is very often at the core of customer relationship management

Know your customers

So, you’ve got customer data coming out of your ears, but you don’t know how to use it. Using practical exercises and industry case studies, this lesson will show you how to turn your customer data into personas to support your targeting and tailor your marketing messages. Finally, you'll use our bespoke persona template to create some personas for your own organisation.

Building a communications strategy

Your communications strategy outlines how you use your marketing channels to reach your target market. Using practical exercises and industry case studies, we’ll show you how to move from strategy to delivery using segmentation, targeting and positioning. You'll also learn how to create a customer journey based on key activity and next best action.

Strategic campaign briefing

A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we’ll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you’ve worked on.

Defining SMART objectives

SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

Email marketing strategy

Each email you send faces three hurdles: will the customer open it? Will they read it? Will they act on it? It will take time, effort and consideration to nurture an effective email channel, but the rewards are worth it. Using practical exercises and industry case studies, we'll provide you with the tools you need to develop your own email channel strategy.

Email marketing campaign strategy

To set a successful email campaign strategy, you need to be aware of how an email in constructed, the role of each element. Using practical exercises and industry case studies, we'll give you a step-by-step walkthrough of how to develop your own email campaign strategy. Then, using our bespoke template, you'll apply everything you've learnt to create your own email campaign strategy, tailored to your organisation.

Measuring email marketing success

A customer's choice to open or ignore an email is often a split-second decision. The most significant influenced will be the quality of your previous sends. Using practical exercises and industry case studies, we'll help you gain an understanding of your past email performance, and how you can use these insights to improve your future email marketing. Finally, using our bespoke template, you’ll be ready to apply what you've learnt to conduct an in-depth analysis of one of your previous email campaigns.