Course overview
Improve your email conversions, engagement and inbox placement through strategic planning of your email activity.
What you'll learn
Use data to focus on customer-centric communications, including CRM, customer journeys and communications plans. This course gives you the tools for effective emails as part multi-channel campaigns and for those ‘always-on’ moments such as newsletters, and automated journeys.
Study method
- Online
- Blended
- In-class
Locations
- England
- London

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Duration study load
- 35 CPD hours
Assessment
In order to attain the Award in Email Marketing and use the honorifics Award EM, you must successfully pass two x one hour online exams.
Pass marks and Grades
To pass this programme you will need a minimum of 60% in the exams. In the event that the minimum pass mark is not met, you will have the opportunity to resit at a later date.
Delivery
All learning products and services are currently being delivered digitally using the following engaging formats:
Virtual Classroom: Tutor-led, live, online classroom environments.
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Who's it for?
This course is aimed at marketing managers, campaign managers and marketing execs looking to brush up in their email performance.
Subjects
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.