TRAINING

  • SEARCH ENGINE OPTIMIZATION

  • GOOGLE ADWORDS SEARCH & DISPLAY

  • DIGITAL ADVERTISING

  • EMAIL MARTKETING & LEAD GENRATTION

  • FACEBOOK ADVERTISING

  • DIGITAL & WEB ANALYTICS

 Email Marketing & Lead Generation (Marketing Automation)

Course Overview

What is Email Marketing?

Email Marketing basically refers to any form of electronic mail or email sent to a prospect or customer’s email.

What is Marketing Automation?

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management. – SearchCRM

Email Marketing & Lead Generation

Why Email Marketing?

Email Marketing:

  • Is cost-efficient and has a high ROI. Email marketing yields an average 3,800% return on investment for businesses and for every $1 spent on email marketing, the average return on investment is $38.
  • Has wider reach than social media. There are 3 times more email accounts than there are Facebook & Twitter accounts combined – Campaign Monitor
  • Has high deliverability rates. 90% of email gets delivered to the intended recipient’s inbox whereas only 2% of Facebook fans see your posts on their newsfeeds.
  • Is the preferred medium to receive promotional content. Studies show 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.
  • Has high conversion rates. “Out of all the channels I tested as a marketer, email continually outperforms most of them. Not only does it have a high conversion rate, but as you build up your list you can continually monetize it by pitching multiple products” – Neil Patel.
  • Will be around forever.

In this 2-day hands-on email marketing & lead generation course, participants will uncover powerful marketing automation, lead generation, and email marketing strategies and how to integrate them into ongoing marketing campaigns. As part of the marketing automation process, participants will learn how to craft magnetic landing pages that will generate qualified leads, engage and nurture leads through industry-standard email marketing tactics, and analyse and optimise the entire process as a whole.

 Objectives

By the end of this course, trainees will:

  • Gain a clearer perspective on how marketing automation, lead generation, and email marketing can be integrated into existing marketing campaigns to acquire new leads, enhance customer retention, and boost revenue
  • Be able to create landing page mockups and lead generation forms, set up and launch a marketing automation campaign, and perform email marketing functions (such as the broadcasting of e-newsletters).

 Key Features

  • Up-to-date course modules
  • Hands-on with lots of practical examples
  • Structured curriculum
  • Real world examples & case studies
  • Developed by experts with extensive experience in the Asia region
  • After-training support

Target Audience

Marketing and Advertising Executives, Marketing Directors, Sales Executives, Digital Marketing Managers, and Startups.

Prerequisite

Basic computer knowledge. Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Course Outline

CHAPTER 1: INTRODUCTION TO EMAIL MARKETING, LEAD GENERATION, AND MARKETING AUTOMATION

▷ What is email marketing, lead generation, and marketing automation and why is it important?
▷ How has lead generation evolved
▷ Defining a lead – Types of leads
▷ Understanding the consumer buying journey and mapping lead generation to the buying funnel
▷ Privacy policy and data protection

CHAPTER 2: LEAD GENERATION STRATEGIES

▷ How to craft magnetic landing pages that attract leads
▷ 5 simple yet powerful types of lead generation forms that convert (Gating your content)
▷ Long forms vs short forms (pros and cons)
▷ How to develop relevant and effective content that move leads to the next phase of the buying funnel
▷ What to include on your thank-you pages
▷ Generating leads through Facebook (Facebook Lead Ads)
▷ Creative lead generation tactics
▷ Creating an email marketing campaign and building a lead form

CHAPTER 3: LEAD NURTURING (EMAIL MARKETING)

▷ B2B and B2C email behaviour today
▷ How to determine email timing and frequency
▷ Crafting EDMs, newsletters, email headlines and copy
▷ Email marketing engagement tips
▷ Lead opt-out process

CHAPTER 4: MARKETING AUTOMATION

▷ CRM software vs Marketing automation software vs Email marketing software
▷ Common features of a marketing automation software
▷ Lead scoring (checklist)
▷ Setting up marketing automation
▷ Marketing automation case studies

CHAPTER 5: ANALYTICS AND OPTIMISATION

▷ A/B testing – What to test? (Over 30 things you can test)
▷ The 5-step testing process
▷ Important metrics to pay attention to
▷ Single-touch vs Multi-touch attribution
▷ Attributing revenue to your email marketing efforts

Speak to our Course Consultant Contact us today for a free consultation.