| Lecture # |
Subject Title |
| Week 1: |
Introduction to Email Marketing |
| Presenter: |
Sheryl Cattell, BA, MBA
|
| 1 |
Introduction to Advanced Email Marketing |
| 2 |
Fundamentals of Email Marketing |
| 3 |
Inbound Email as a Marketing Tool |
| 4 |
Outbound Email Management |
| 5 |
Integrating Email With Social Media |
| 6 |
Email Best Practices and Myths |
| 7 |
ASP Setup Demonstration – Part 1 |
| 8 |
ASP Setup Demonstration – Part 2 |
| 9 |
Elements of a Solid Email |
| Week 2 |
The Email Foundation |
| Presenter: |
Terry Miller, BS, MBA
|
| 10 |
B2B Email Marketing |
| 11 |
Mapping the Email Strategy to Stages in the Sales Cycle |
| 12 |
Integration With Other Media |
| 13 |
Increasing Response Rates |
| 14 |
Lead-Nurture Programs |
| 15 |
Offer Strategy |
| 16 |
List Management |
| 17 |
Performance Tracking – Dashboards |
| Week 3: |
Email Design and Functionality |
| Presenter: |
Michael Kelly
|
| 18 |
Software Platforms for Email Delivery |
| 19 |
Multi-Part Messages – HTML and Text Versions |
| 20 |
White Lists, Black Lists and Other Considerations |
| 21 |
Email List Building and Capture Page Design |
| 22 |
Email Dialect – HTML Coding |
| 23 |
Email for Mobile Phones |
| 24 |
Selecting the Right Platform |
| 25 |
Developing and Managing the RFP Process |
| Week 4: |
Email Deployment |
| Presenter: |
Sheryl Cattell, BA, MBA
|
| 26 |
Setting Goals and ROI Tracking |
| 27 |
Consumer Demographics and Psychographics in Email |
| 28 |
Multi-Variate Testing |
| 29 |
Landing Page Testing |
| 30 |
HTML to Text Email |
| 31 |
Email Broadcast Checklist |
| 32 |
When to Send a Correction Email |
| Week 5: |
Email Marketing Analytics |
| Presenter: |
Madeline Berges, BS
|
| 33 |
Retargeting Campaigns |
| 34 |
Writing Styles and Calls to Action |
| 35 |
Design Techniques for Effective Email |
| 36 |
Personalization – Rich Media and Graphics |
| 37 |
Impacts on Open Rates |
| 38 |
Click-Through Rates and Click-to-Open |
| 39 |
Emails Sent vs. Delivered |
| 40 |
Hard Bounce vs. Soft Bounce |
| Week 6: |
Email Optimization and Testing |
| Presenter: |
Madeline Berges, BS
|
| 41 |
Test and Seed Lists |
| 42 |
Unsubscribes |
| 43 |
Optimizing for Deliverability |
| 44 |
Optimizing for Open Rates |
| 45 |
Optimizing for Click-Through Rates |
| 46 |
Optimizing for Conversion |
| 47 |
Dashboard and Trend Analysis |
| 48 |
Targeting Links and Deep Linking |
| Week 7: |
Email Marketing Laws and Ethics |
| Presenter: |
Robert C. White, BS, MBA, JD
Gaida Zirkelbach, BA, MBA, JD
|
| 49 |
CAN-SPAM Legislation |
| 50 |
California and Other State Email Laws |
| 51 |
Email Privacy |
| 52 |
COPPA and Email |
| 53 |
Database Security and Responsibility |
| 54 |
The United States and European Safe Harbor |
| 55 |
Unsubscribe Procedures |
| 56 |
Spamming in Email Marketing |
| Week 8: |
Multipurpose Emails and Case Studies |
| Presenter: |
Michael Kelly |
| 57 |
E-Newsletters and Online Surveys |
| 58 |
Viral Email Programs and Web/Email 3.0 |
| 59 |
In-Store Offer and Coupon Delivery |
| 60 |
Deliverability, Reputation Management and Repair |
| 61 |
Certified Email Options |
| 62 |
Relevance-Enabling Technologies and Clickstream Analytics |
| 63 |
Third-Party Integrations |
| 64 |
Delivery Service Providers (DSPs) |