Email Strategy and Privacy Compliance

Hot Breakfast and Registration

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

Part 1: Email Strategy: Plan for Success

• Hard Metric Goals
• Soft Metric Goals
• Success Indicators

Exercise: What are your Goals?

Part 2: Data: A Marketer’s Goldmine

• List Strategy Goals
• List Growth Barriers
• Types of Data Collection Forms
• Data Management Options

Exercise: Where to Collect Data

Part 3: The Email Message

• The Three Stages of the Email Experience
• Copy, Images, and Buttons Best Practices
• Animation and Video Best Practices
• Landing Pages
• Mobile Optimization

Exercise: Favorite Emails: An Analysis

Part 4: Delivering Relevance

• Personalization
• Segmentation
• Lead Nurturing

Exercise: Improving Relevance

Part 5: Automations

• Types of Automation
• Triggers
• Frequency and Cadence

Part 6: QA & Testing

• HTML Testing
• Inbox Preview Testing
• Spam Testing
• A/B and Multivariate Testing

Exercise: Testing Wishlist

Part 7: Metrics, Benchmarks & Analytics

Part 8: ROI

• ROI Rules
• How to Improve ROI

Part 9: Email Resources

Part 10: Future of Email

Hot Breakfast

Part 1: Email Legislation (Primer)

• CAN-SPAM
• CCPA
• CASL
• GDPR

Exercise: Data Collection Review

Part 2: Choosing the Right Platform

• What do you have?
• What do you need?
• How to Find the Right Vendor

Exercise: RFP Question Builder

Part 3: Email Setup

• IPv4 vs IPv6
• Subdomains
• Authentication
  • SPF
  • DKIM
  • DMARC
  • BIMI

Exercise: Authentication Walkthrough and Review

Part 4: List Building

• First party best practices
• Third party best practices

Exercise: List Building

Part 5: Deliverability

• Bounces (Soft vs Hard)
• Spam Traps
• Complaints
• Remediation

Exercise: Data Review

Part 6: Email Filtering

• Content
• Filtering
• Blacklisting

Exercise: Data Analysis and Content Testing

Part 7: Metrics, Benchmarks & Analytics

• Isolating and identifying issues
• Identifying what you should care about
• Do open rates matter?

Part 8: Email Resources

Part 9: Future of Email Delivery