“Email marketing is continually changing, not because technology is changing, but because consumers, their expectations, and the way they use email are changing. As marketers, we need to adapt. need to do it.”
That's the message Kath Pei will take home firmly in her upcoming two-day masterclass, 'Excelling at Email Marketing,' with Martech contributor Ryan Phelan.
The master class is aimed at email marketers with 1-2 years of experience. “If you’re going to do a master class, it’s really not for beginners,” Phelan said. We're looking for someone with a basic understanding of what a welcome email is, what automation is, and what segmentation is. What we want to do is elevate those people and give them advanced tactics and strategies to really work on. Some people just repeat it every day and it becomes old and obsolete. If Kath or I can come in and say, “Have you thought about this or that?'' we can build on what they've already been doing for a period of time. ”
Click here to register for the master class.
back to basics
That doesn't mean Pei and Phelan won't consider basic programs. In fact, Pei says that's the low-hanging fruit.
“These programs have been launched and ignored for years,” Phelan explained. “The biggest opportunity is for people like Cass and me to come in and show that just making small changes to existing programs can improve the numbers by 20-30%. We always start with these foundational programs because they are the core of what we need to do. They are truly the biggest opportunity.”
Pay said: “I do audits for clients, and a big part of it is identifying what they have and, more importantly, what they don't have. I missed them. I’ll take it as an opportunity.”
Dig deeper: Kath Pay — spotlight the experts
Email marketing and AI
Pay and Phelan will focus on cutting-edge opportunities such as generative AI as well as multiple applications of AI. “Start by building muscle memory of what generative AI is,” Phelan recommends. “AI is going to be around for a long time. The generative language model part took him about five minutes. The next five minutes he did, it really changed the game in terms of how we looked at customers, segments, and campaigns. , resulting in different models that are close to the data.”
Gaining a basic understanding of the ChatGPT style model, which is essentially free out there, will give marketers a starting point to prepare for the next iteration down the road.
Dig deeper: Ryan Phelan — Spotlight on the experts
Take what you learned back to the C-suite
For email marketers, it can be difficult to find the time to step away from existing programs and consider ways to innovate. Sometimes the demands of the job are too great. “The whole idea of this masterclass is that it will be held for 3 hours each day for 2 days and will save a lot of time on research. They will get big nuggets in this condensed class. “Sho,” Pei promised.
“Cass and I each have 25 years of experience, and we have a lot of lessons learned from our failures and successes that we will be able to share with our viewers,” Phelan said.
“Management teams recognize that email generates the highest return on investment of all channels,” Pei said. “They think, great, they don't need to invest any more money, but the question is there. How can they get more return on investment by investing more in the channel?” Marketers who want to further their programs and create a better experience for their consumers can make a business case to identify what their company is doing well but could do even better. You need to prove to your executives that you are.”
“We provide information to drive greater investment,” Phelan said. “One of the things we both want to emphasize is read everything you introduced today, change it based on what you talked about, test it again to show improvements, and bring it to your team. .Boss. This opportunity isn't just about education, it's about increasing investment in programs and making life easier.”
The master class will cover:
- Email basics.
- Testing techniques and methods.
- Complex personalization and relevant content.
- Persuasive design.
- The black box of reachability.
- Your travel partner.
- Production environment.
You can learn more and secure your seat here.
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