step 1 introduction

Introduction

The Advanced eMail Marketing Course is the result of over two years of research and collaboration between educators and professional marketers. We have produced a course that will cover this arena in significant detail.

Research has shown that you can learn as much from an online course as one in a classroom setting. But, you have to work at it. Like any other educational endeavor, learning is up to you. We will provide lessons, feedback, a student bulletin board, tests and resources. It is your job to participate in the course, read the materials and complete the tests.

You are at the forefront of a revolution in marketing. You are the marketer that will help lay the foundation for our profession in the 21st century. The fact that you have enrolled in this course is a good indication of your commitment to professional development and your initiative in self-improvement. The eMA commends you for your dedication to quality in marketing and your commitment to continuous learning.

Whatever your educational or professional background is, we have entered
a phase where your experience or diploma comes with an expiration date, a shelf life.

Continuous lifetime learning is the only way, in today's changing economy for you to keep up with the supersonic pace of 21st century marketing techniques and processes.

There are five lessons included in this course. We will cover all the material in about 3 1/2 weeks. Each lesson along with the exercises and test will take about 2 to 4 hours to complete. Since we cannot possibly know your background or current knowledge, some of the material may be familiar, concentrate on the material where your knowledge and/or experience is lacking.

Here is a description of the lessons in the course.

Step One: Opportunities and Challenges

email is different
Spam & privacy
permission based email
legislation & legal issues
summary
sources
test

Step Two: How to Implement eMail

infrastructure analysis
methods of broadcast
personalization
software solutions
ASP solutions
summary
sources
test

Step Three: Design and Copy

copy basics
email copy
basic design principals
email design
formats
software
summary
sources
test

Step Four: eMail Lists

on-site aquisition
offline customer databases
eMail list vendors
list broker research
harvesting
newsletters and ezines
summary
sources
test

Step Five: Strategy

eMail offline
strategic planning
metrics and program measurements
summary
sources
test

Now lets go to step one!