DMA: Data and Marketing Association
Consumer Help

Email Marketing

Create profit- and lead-generating emails that stand out in overcrowded inboxes.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In this course, you'll learn how to identify your target audience and oversee the deployment of email messages that garner the response you want. You'll also discover the importance of permission-based email campaigns and other ethical guidelines that are crucial for your company's bottom line.

Learn the building blocks and strategies for generating deliverable, responsive email marketing campaigns.


  • Email's role and effectiveness as a direct response channel
  • Why permission is the bedrock of successful email marketing, acceptable permission practices, and the DMA's position
  • Successful email address acquisition and list growth tactics
  • The psychology of motivating response
  • Offer types and guidance
  • How to apply email to a variety of marketing objectives
  • Message building blocks and creative basics
  • Layout and responsive design approaches for an increasingly mobile environment
  • The essential email channel process metrics, how to calculate them, and bottom line measures for channel contribution


Karen Talavera
President Synchronicity Marketing Read Biography »

Section One: Channel Foundations and Overview

  • State of the Channel
  • Permission: Bedrock of Email Marketing
    • Why permission?
    • The six C’s of permission
    • Permission pitfalls
    • Degrees of permission
    • Opt-in (single and double)
    • Permission best practices

Section 2: Email List Essentials

  • Using external lists: List rental 101
    • External email list rental sources
    • Identifying lists
    • Choosing the right list
    • Pricing: Two models
  • Building your proprietary opt-in Email list
    • Online email list building basics
    • Best practices
    • Clear & Concise Data Capture
    • Disclosing Email Use & Enabling Control

Section 3: Delivering Value: The Offer

  • The psychology of motivating response
    • How to create resonance
    • Psychology of email response
  • General types, Do’s and Dont’s
    • Email offers general guidance
    • The offer stable
    • Offer optimization
  • Evolving approaches for today
    • AIDA vs. IEEO Model
    • Lead nurturing with content marketing

Section 4: Creating Your Message

  • Email message architecture
    • Building blocks
    • Ensuring viability
    • Essential DR components
    • Basic HTML design best practices
    • Optimizing HTML email for proper rendering
  • Design and layout in the mobile age
    • The rise of mobile email
    • Mobile rendering matters
    • Mobile friendly email design
    • Responsive design
    • Mobile friendly design pros and cons
    • Tips for mobile email design

Section 5: Meaningful Measures

  • Fundamental email performance metrics
    • Campaign process metric indicators
    • The open rate problem
    • Click through rate, Conversion rate, Unsubscribe rate
  • Bottom-line contribution
    • ROI
    • RPE
    • AOV

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Login To Your Account