[SherpaStore] Related Page to: MarketingSherpa's Email Marketing Essentials Workshop Training

Complete agenda

	1. Introduction (10 minutes)
	o Sherpa/Jennings background o Attendees goals for the day o Course overview o Email is not dead (statistics and case study)
	2. Advanced List Growth and Maintenance (30 minutes)
	o Online registration (statistics and case study) o Offline registration (case study) o List maintenance and hygiene o Reactivation campaigns (case study)
	3. Advanced Segmentation and Targeting (30 minutes)
	o Why segment o Segmentation Models (case studies) - Key types of data available for Segmentation - Reported behavior - Observed behavior o email clickstream o Website clickstream - Lifecycle - Recency-Frequency-Monetary - Ad-hoc - Matrix
	4. List Engagement (30 minutes)
	o Why? Deliverability and performance o Analyzing your list o Reactivation campaigns (case study)
	5. Using Email More Effectively (30 minutes)
	o Strategic resends (case study) o Triggered campaigns (case study) o Drip campaigns (case study) o Transactional email message (case study)
	6. Break (10 minutes)
	7. Multi-channel Campaigns (30 minutes)
	o Integrating digital, social, video, telemarketing, direct mail and other offline channels (case studies)
	8. Advanced Analytics (30 minutes)
	o Industry Benchmarks o Building Your Own Benchmarks o Response Flow Analysis (case study)
	9. Advanced Testing (30 minutes)
	o Prioritizing test elements o Testing formulas o Multivariate modeling (case study) o Small batch testing (case study)
	10. Additional Resources, closing and evaluations (10 minutes)