workshop: how to use email to market your business

• Time: 4pm - 7pm
• Date: Wednesday 11 August 2010
• Location: Tomorrow Studio, Level 1, 193 Wakefield Street, Adelaide
• Cost: $99 inc GST per person
• Maximum participants: 6
• Workshop convenor: Clayton Wehner
• Prerequisites: Existing business website; a good understanding of the web
• What to bring: Wireless-enabled laptop computer

Enquiries about this workshop, including alternate payment methods, should be directed to Clayton Wehner at contact@bluetrainenterprises.com.au.

About the Workshop

Email is a highly cost-effective and targeted means of delivering messages to existing and prospective customers - as long as it is done correctly. 

Some businesses use email marketing to good effect, but in the main, this medium is under-utilised - despite the widespread use of email as a communication tool in our daily lives.

Just how important is email?  A May 2009 report by The Radicati Group in the US estimates that there are around 1.4 billion email users worldwide and this is expected to rise to 1.9 billion by 2013.  The same report suggests that around 247 billion emails are sent each day.  That's a huge audience that your business could be tapping into.

This practical, hands-on workshop will teach you how to use coordinated email marketing campaigns to promote your business, so that you can make more money.

Prerequisites

Participants should be familiar with the web, with internet connections, sending and receiving email, and using web browsers. 

Workshop outline

The following topics will be covered in the workshop:

• The benefits of using email as a marketing tool
• Email marketing considerations
  • Privacy Act and National Privacy Principles (NPPs)
  • Single opt-in versus double opt-in
  • HTML versus text
  • Writing effective copy and other content considerations
  • Timing
  • Periodicity
  • Avoiding spam filters
• Entry level email marketing
  • Using mail client software – eg. Microsoft Outlook
  • Common traps
• Fully-featured email marketing software
  • Eg. Constant Contact, GetResponse, Taguchi Mail, Interspire Email Marketer
  • How to use the software effectively
  • Capturing customer data
  • Mailing lists
  • Email campaigns
  • Statistics and tracking links
  • Autoresponders
  • Scheduling
  • Bounce management
  • Personalisation
• Practical exercise - sending an email campaign
• Examples of good/bad email marketing

The trainer - Clayton Wehner

Clayton has operated web-based businesses since 2003. His company Blue Train Enterprises Pty Ltd currently owns and operates several Web 2.0-enabled web brands, namely online bookstore Boomerang Books,  and Canberra-based online jobs board CapitalJobs.com.au. He has implemented blogs, wikis, social networking strategies and Web 2.0 enabled websites. Unlike some other consultants who train others in web-related disciplines, Clayton practices what he preaches.

Clayton has significant experience in training, leadership and management roles, having served as an Army Intelligence and Infantry Officer for 12 years. His grounding in leadership and management was received at the Australian Defence Force Academy and the Royal Military College, Duntroon. He has also worked as the Chief Executive Officer of an award-winning SME recruitment company; as an executive-level public servant with the Department of Foreign Affairs and Trade; and as a management consultant with ASX-listed company SMS Management and Technology.

Clayton holds a Bachelor of Arts with Honours and a Masters of Management Studies, majoring in Human Resource Management, both from the University of New South Wales. Among other qualifications, Clayton holds a Certificate IV in Workplace Assessment and Training which permits him to deliver accredited training.