Email marketing for conferences and events

Creativity, engagement and persuasion techniques

With inboxes overflowing with emails daily how do you ensure your email campaigns will stand out from the rest, achieve the highest open rates and avoid the common pitfalls. This one day course explores the creativity behind email marketing and any delegate will leave inspired and better equipped to produce more impactful campaigns for their audiences.

Course outline

Why email marketing — the core principles, benefits and pitfalls to avoid

  • Review of the current stats on emails generally
  • What are the benefits of email marketing
  • Quick tips on the simple do’s and don’ts to create a successful campaign
  • The common mistakes to avoid

Engaging your reader and building a relationship with them

  • Do you really know your recipient?
  • What’s the best way to engage them to ensure best possible open rates for your emails?
  • Benefit driven copy – the advantages of FAB
  • Importance of customer acquisition and retention
  • Gaining trust with your subscribers

Persuasive copywriting — making your copy flow

  • Tone of voice guidelines — using the right language and style for your audience
  • Scannability guidelines — short v long copy and key words
  • Structure of your email
  • How to write a great introduction and develop engaging content
  • What should the body copy of your email consist of?
  • Call to actions — how important are they and how many should you have?

HTML email design essentials

  • Branding — choosing colours and fonts consistent across all media
  • Working with email templates
  • Thinking about navigation within the email
  • Designing for the preview pane and “above the fold”

Different types of emails

  • In depth look into the different types of emails to use
  • How to ensure variety in your campaign and creating the ideal series of emails
  • Examples from the different types

Subject lines — the most important element to get right

  • Top tips on how to write a killer subject line
  • Different types of subject lines and why they work
  • The Top 5 subject lines & examples – both consumer and event examples

Personalisation and who from

  • What are the options for who you should send your email from?
  • Should you personalise emails — do they get an increased open rate?

Analysing the results of your email campaign

  • What to measure and when
  • Defining your goals and objective setting
  • Benchmarking your results
  • List hygiene, DPA, privacy and trust
  • The importance of testing
  • The importance of targeting

Next course:
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We make a donation to the Woodland Trust for every course booking

Who should attend?

All marketing professionals who are involved or responsible for email marketing campaigns and are looking to improve the effectiveness of email marketing campaigns.


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How much?

£595 plus VAT for all commercial companies
£545 plus VAT for not-for-profit organisations

How long?

One day: 09:00–17:00



Your trainer

Caroline Carr

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72% of employees even think of financially contributing to their own training.

Middlesex University’s Institute for Work Based Learning


The course covered a lot, the pre-course questionnaire helped us get more out of it, good range of learning techniques used. There were lots of useful example of different ypes of emails and reviewing our own helped take back actionable feedback. Caroline was personable, lively, engaging, knowledgeable – FAB!

Marketing Campaign Manager, The IET


hank you so much to Caroline — we thoroughly enjoyed the email marketing course and learnt heaps of new techniques. Worth the travel from Wales to London!

Senior Manager – Event Sales, IDC


The course was really good — lots of practical examples. Good balance of learning and exercises. The trainer was very good at engaging with the group

Marketing Campaign Manager, The IET


95% of attendees recommend our courses


Caroline was an excellent trainer, she was happy to take all my questions, which helped me relate very specifically.

Event Director, Framework Media

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