NICF WSQ Email Marketing

• What is Email Marketing and why is it important?
• What is Marketing Automation and its importance?
• What is Customer Relationship Management?
• The Power of Email Marketing and its role in a digital marketing strategy
• Inbound vs outbound email marketing and why you should focus on inbound methods

• What is lifecycle marketing and why is it important?
• Understanding customer lifecycle marketing in relation to email marketing
• Types of lifecycle emails with examples
• Define email marketing campaign objectives
• Define customer personas for email marketing

• What is an email list?
• Why are contact databases and email lists important?
• Contact database management and segmentation strategy
• 5 Ws of Segmentation (Who, what, when, where, why)
• Segmentation of implicit and explicit data
• Person-related (B2C) vs company-related (B2B) segmentation
• Segmentation targeting based on channel preference – E.g. Direct mail, social media, SMS, mobile, Apps, etc.
• What a good segmentation strategy looks like (real-world examples)

• Email Marketing Vs Marketing Automation Vs CRM software
• Understanding the current CRM, email marketing, and marketing automation platforms
• Navigating the common features of CRM, email marketing, and marketing automation tools
• How to source and choose the right email marketing software based on your business requirements

• Identifying and Acquiring Sales and Marketing Information for Marketing Purposes
• How would you collect the data? (Pop-ups, squeeze/landing pages, CTAs)
• Accelerating signups with lead magnets
• Types and examples of lead magnets
• Thank you pages best practices
• Welcome emails and what’s next?
• Personal Data Protection Act (PDPA) and General Data Protection Regulation (GDPR) Guidelines

• What is lead scoring?
• Understand lead scoring best practices
• Creating a lead scoring model
• Implementing lead scoring into your email marketing
• Leveraging both email marketing and crm
• Creating a sales pipeline
• Driving sales with email nurturing, lead scoring and triggered emails
• Managing and overseeing sales performance
• Overview of all your accounts
• Monitor your customer health and provide customer support at the right time
• What is lead nurturing?
• Developing a lead nurturing strategy
• Email marketing lead nurturing strategies: types of emails for email marketing (e.g. welcome emails, trust building, transactional, promotional. progressive profiling, goodbye emails, etc.)
• Creating your first email campaign on active campaign (hands-on)
• Writing effective email subject lines (headline copywriting best practices)
• Creating email copy (email copywriting best practices)
• Designing an email (layout, images, and styling best practices)
• How to ensure a mobile-first experience
• Test sending your first email (pre-send email checklist)
• Email sending best practices
• Integrating social media with email marketing

• How to improve email engagement by automating and optimising lifecycle workflows based on user behaviour
• Understand triggers for automation
• Grow sales with sales automation
• Learn how to use marketing automation for account management
• Create a personalized customer experience

• Essential email marketing metrics every marketer should track and optimise (Open Rate, Click-Through Rate, Conversion Rate, List Growth / Decline Rate, ROI)
• Integrating email marketing tracking with Google Analytics
• How to measure and improve your email deliverability
• Email marketing analysis and optimisation framework and processes
• Summary and recap

• Individual project work presentation
• Case study with written questions

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$950.16 $328.56 (inclusive of GST of $62.16)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$950.16 $506.16 (inclusive of GST of $62.16)
(Nett course fee payable after SSG funding) Fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds. 

Enhanced Training Support for SMEs (ETSS) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$950.16 $328.56 (inclusive of GST of $62.16)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$950.16 $506.16 (inclusive of GST of $62.16)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$950.16 $328.56 (inclusive of GST of $62.16)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.