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IPLUSO 16839

E-mail Marketing

Digital Marketing
  • ApresentaçãoPresentation
    The discipline of Email Marketing is based on the use of the email channel, which can function as the main form of communication with the customer at different stages of the consumer's journey. This Curricular Unit intends to deconstruct the process that makes up email marketing from the gathering of contacts / data, until the moment of sending email actions and their respective analysis.
  • ProgramaProgramme
    Introduction to Email Marketing Key features and platforms Key Concepts Is email marketing just SPAM? Basic concepts: opt-in, opt-out, soft bounce, hard bounce. Shipping templates. Campaign process. Data collection: online and in person Data base Segmentation Legal issues Processing of personal data Message structure Rules for writing the subject in the email. Balance between image and text in the message content. Personalization of the message content. Copywriting techniques for email marketing. Email structure. Email Design. Email Marketing Systems Scheduling and Automation A / B test. Metrics analysis. Metrics and Activity Indicators Lifecycle
  • ObjectivosObjectives
    The discipline addresses the essential points behind a good email marketing campaign, namely email copywriting, anatomy of an email, platforms, metrics and performance indicators, with the goal of engaging with the brand and the conversions. At the end of the course, students will have knowledge in using email marketing as a relationship tool, promoting and selling a service or brand, as well as monitoring and applying email optimization strategies and customer databases.
  • BibliografiaBibliography
    White, C. (2014), Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success, CreateSpace Independent Publishing Platform Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. http://blog.marketo.com/category/email-marketing https://blog.mailchimp.com/ https://www.campaignmonitor.com/blog/email-marketing/ https://www.campaignmonitor.com/resources/guides/modern-guidebook-email-marketing/
  • MetodologiaMethodology
    Replication of existing email marketing processes in the job market.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    3
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não