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Email Marketing: Content Optimization
- Level: Intermediate
- Length: 65 minutes
- Melissa Byers
Email marketing crowds everyone’s inbox all of the time. So what makes your email standout and get opened? The easy answer is great content. Sending an email filled with valuable information, written with best practices, and optimized is crucial for engagement. Whether your recipient receives one email or is in a lengthy campaign, a benefit-forward content strategy is the key to improving results over time.
This course is essential for marketers, content creators, and email marketing specialists who want to improve the effectiveness of their email campaigns.
- An understanding of how content is related to someone opening and engaging with your email.
- Best practices for strategy, structure, design, and copywriting.
- A framework for consistently writing and optimizing copy for improved results over time.
- Tips for optimizing your content for mobile viewing.
- A final optimization checklist for every email you send.
What’s Included In The Course
- Downloadable Resources
- Completion Certificate
- Live Demonstrations
- Activities to Implement
- Real-world Examples
Resources
-> Content Optimization Checklist
Take your emails from good to great. Learn how to create optimized and strategic emails and get results. Discover best practices for structure, design, copywriting, calls-to-action, images, and mobile. Learn exactly how to create emails that actually work based on proven best practices in branding, personalization, and copyediting.
Digital marketing & social media E-Learning or virtual workshops for your team or organization.
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Sign Up For All Access PassDigital marketing & social media E-Learning or virtual workshops for your team or organization.
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Email Marketing: Content Optimization Course Outline
- To think strategically to create successful emails before writing a single word.
- The strategic elements required to create an effective email.
- How to use the 9-second test to assess email effectiveness.
- The four strategic elements of an email to defined before you write.
- How to choose a goal for your email.
- To clearly define the marketing funnel stage your recipient is in.
- How to pare down a complex message into a simple, easy to understand message.
- Call-to-action options that get results.
- How to tie all elements together into cohesive email.
- Strategically structure your email to keep the recipient’s attention.
- How to determine the number of sections your email needs.
- How elements like white space, emphasized text, and headers make an email more scannable.
- When, why and how to emojis.
- Choosing a style for your email that matches its purpose.
- Examine the pros and cons of using an email template.
- How to make every word count in your emails.
- Ways to infuse your branding into emails so they’re immediately recognizable.
- How to flip your copy to be audience-centric.
- Tactics for infusing your copy with persuasive words and phrases to drive action.
- How a strong hook to get and keep your audience interested.
- How to use a call-to-action to get your email recipient to act.
- The essentials of an effective call-to-action, including placement and format.
- Why the value proposition is vital to drive action.
- How to use images to complement your copy.
- Ways to balance the quality of the image with how quickly it loads.
- To use alt text to boost the accessibility of the images in your emails.
- BONUS Tips for creating great digital images using your mobile device.
- Why is it so important to optimize for mobile.
- What it means to put critical messaging and a call to action above the fold.
- How to make email scannable and easy to understand on mobile.
- How to infuse your branding beyond color palettes and logos.
- Personalization options and how they drive engagement.
- Copyediting techniques that evoke mental imagery and emotion, plus boot clarity.
Course Description
Email Marketing: Content Optimization is designed to help you master the components required to create and improve every email you send.
Once someone opens your email, your content does all of the heavy lifting. It’s what drives the recipient to act. In this course, you’ll learn how to take your emails from good to great by evaluating them from every angle. We’ll start with a solid strategy, then dive into best practices for structure, design, copywriting, call-to-action, images, and mobile. Last, we’ll wrap up with a final checklist filled with tips for infusing your branding, plugging in personalization options that drive engagement, and next-level copywriting that evokes imagery and emotion.
This course will guide you in analyzing your emails and optimizing them for improved performance. By the end of the course, you’ll have a practical framework for consistently crafting compelling email content.
This course includes a Content Optimization Checklist with practical tools and real-world examples to help you start improving your email content immediately. It also features interactive activities and opportunities to apply your learning to your own email marketing efforts.
Learning Objectives
- Articulate the strategy behind every email before you start writing.
- Apply email structure and design best practices
- Implement copywriting best practices that make every word count.
- Discover call-to-action options that drive recipients to take action.
- Optimize your email content for images and mobile.
- Evaluate your emails based on the proven best practices that get results.
Resources
- Content Optimization Checklist
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Instructor
Melissa Byers has a 20-year career in digital and customer/user-facing solutions. As a community management pioneer and accomplished digital media expert, she’s worked with ground-level start-ups and Fortune 50 companies.
Today, she heads customer success globally for Boot Camp Digital, one of the fastest-growing digital marketing training firms. Responsible for customer experience, customer support, and customer success, she’s driven by a deep understanding of their pain points and delivering meaningful solutions.
Melissa is also a successful and experienced writer and editor. She has contributed to and edited three best-selling books and reaches millions of readers every year with email marketing, website copy, and social and blog posts. A master storyteller and author of thousands of pieces of compelling content that inform, entertain, persuade, convert, and delight, Melissa connects words with emotion, driving people to act based on how she’s made them feel.
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