Email remains one of the most powerful and cost-effective tools for digital marketing, offering unmatched ROI when executed correctly. This is a 5-day practical training course. This hands-on training equips participants with the essential knowledge and tools to plan, design, implement, and analyze email marketing campaigns that convert. Whether you’re promoting a product, onboarding customers, or building brand loyalty, this course guides you through the key components of a winning email strategy.
Participants who successfully complete the course will receive Certificate of Participation.
Course Objectives
By the end of the course, participants will be able to:
- Understand the role and impact of email marketing in a digital strategy
- Build and grow a compliant email list using lead generation tactics
- Design compelling emails optimized for engagement and conversion
- Choose and set up a suitable email marketing platform
- Automate and personalize email campaigns using best practices
- Analyze campaign performance and optimize based on data
- Launch a complete email marketing campaign with measurable goals
Course Duration
5 Days
Who Should Attend
- Marketing professionals and digital marketers
- Entrepreneurs and small business owners
- Content creators and bloggers
- Customer engagement and CRM officers
- Anyone interested in building email lists or improving campaign performance
Course Outline
Module 1: Introduction to Email Marketing
- What is Email Marketing?
- Why it remains a high-performing digital channel
- Use cases: Newsletters, Promotions, Customer Onboarding, Retention
Module 2: Building Your Email List
- Creating lead magnets: eBooks, checklists, discount codes
- Signup forms: embedded, pop-ups, landing pages
- Legal compliance: GDPR, CAN-SPAM, and user consent
- Mini-Exercise: Create a simple signup form using Mailchimp or Brevo
Module 3: Crafting Effective Emails
- Writing subject lines that get clicks
- Personalization and audience segmentation basics
- Copywriting techniques and strong CTAs
- Layout and responsive design (mobile-first)
- Mini-Exercise: Write a welcome email with a personalized intro and CTA
Module 4: Choosing an Email Marketing Tool
- Tool overview: Mailchimp, Brevo (Sendinblue), ConvertKit, others
- Key features: templates, automations, integrations, analytics
- Mini-Exercise: Create a free account and explore your chosen tool’s dashboard
Module 5: Automations & Campaign Types
- Types: Welcome series, abandoned cart, re-engagement
- Setting up triggers, workflows, and time delays
- Mini-Exercise: Plan a 3-step automation flow for a product launch
Module 6: Analyzing Performance
Key metrics: open rate, click-through rate, unsubscribes, conversions
A/B testing subject lines and CTA placement
Using data to iterate and improve
Mini-Exercise: Review a sample campaign report and suggest improvements
Module 7: Email Marketing Best Practices & Tips
- Avoiding spam filters and improving deliverability
- Optimal sending times and frequency
- Maintaining clean and engaged lists
Module 8: Content Creation and Design
- Workshop: Email Content Planning and Production
- Mapping content to customer journey
- Integrating images, GIFs, and video
- Mobile and accessibility best practices
- CTA placement and conversion design principles
- Mini-Exercise: Build a content calendar for a month-long email campaign
Module 9: Final Project and Presentation: Build a Basic Email Campaign for a Product or Service
- Participants will:
- Design a signup form with a lead magnet
- Draft a 3-part email sequence (Welcome, Promotion, Reminder)
- Set basic automation rules
- Define and explain the key metrics to track for success
- Deliverables:
- Signup form URL or screenshot
- Lead magnet idea summary
- 3 sample email copies
- KPI outline and campaign goal
- Group Review & Feedback Session
- Peer and instructor feedback
GENERAL NOTES
- The instructor led trainings are delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web-based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.
- The participants should be reasonably proficient in English as all facilitation and course materials will be offered in English.
- Upon successful completion of this training, participants will be issued with a certificate.
- The training will be held at Kincaid Training Centre. The course fee covers the course tuition, training materials, two break refreshments and lunch.
- All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.
- Accommodation and airport pickup are arranged upon request. For reservations contact the Training coordinator at Email: training@kincaiddevelopmentcenter.org or Tel: +254 724592901
- This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Kincaid Training Centre or at a convenient location.
For further inquiries, please contact us on Tel: +254 724592901 or send mail to training@kincaiddevelopmentcenter.org.
Payments are due upon registration. Payment should be sent to our Bank account before commencement of training and proof of payment sent to training@kincaiddevelopmentcenter.org.