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Email Strategy and Privacy Compliance

Chicago, IL

Thursday, May 7

8:00 am - 8:30 am

Hot Breakfast and Registration

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

8:30 am - 5:00 pm

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

Friday, May 8

8:00 am - 8:30 am

Hot Breakfast

8:30 am - 4:00 pm

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