Email marketing and marketing automation
Email is still the channel with the clearest line to fee-earning work, and it is also the one most firms run on habit. This workshop covers how to segment properly, automate sensibly and prove what it produced, in the context of long buying cycles and a cautious audience.
All sessions open with delegates sharing their biggest challenges, exercises to apply knowledge to delegates’ firms and a closing clinic for specific questions.
All digital marketing sessions cover what can and cannot go into a public AI tool, the difference between consumer and enterprise tiers, why client and matter details must not be pasted into a general model, and what a sensible firm level position looks like. Every session now recommends tools that make this easy to get wrong. Delegates leave with something they can take to their risk or compliance lead.
What you will learn
By the end of this workshop you will be able to:
– Choose the right email platform and the right KPIs for your firm.
– Segment and target contacts using a data-led approach rather than sending everything to everyone.
– Design responsive emails that earn opens and replies from a professional audience.
– Plan and automate trigger-based journeys linked to your CRM.
– Use A/B testing and analytics to improve every send.
– Understand why the first party data you own through email matters more as third party tracking and clicks decline.
What you will take away
– A campaign planning checklist.
– A set of automation ideas suited to professional services.
– A segmentation starting point you can apply to your existing list.
Tools and platforms covered
The platforms this sector actually uses, including Concep, Vuture, Force24, Mailchimp and HubSpot, and how each connects to InterAction, Introhive or Nexl. Where Passle and similar insight tools feed the email programme rather than sitting separately.
On the AI side, subject line and copy testing, the native AI features now built into the mainstream platforms, and where they help against where they produce something your audience can spot.
Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
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Speaker
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Chloe ChristineTBD MarketingChloe is brilliant at delving into the heart of website data, social media data, SEO and pay-per-click data – taking them apart and crunching them to provide clients with richly detailed information on how their various digital presences are performing, and how to improve these. She is also the founder of her own digital marketing agency.
