Digital Action Planning Workshops Developing Skills

Creating an Email Marketing Strategy

Event Information:

Type: Digital Growth

Venue: Two-Part Action Planning Workshop, Leicestershire

Date: Wednesday, 9 February 2022

Time: 1:00pm - 4:00pm

Available To: Eligible SME's

Speaker: Martin Broadhurst

Member Price: FREE

Non-Member Price: FREE

Take your email marketing to the next level with a two-part action planning workshop that will help you create a strategy that aligns with your business goals, whether you’re looking to get more new customers or keep your existing customers coming back for more.

Join us for this two-part action planning workshop where we’ll identify how email marketing can help your business to achieve specific goals in your wider marketing strategy.

Email provides businesses with a direct channel to speak to their customers, prospects and leads. As such, it provides marketers with a fantastic opportunity to enhance their brand, build loyalty, and increase customer lifetime value. During part one of this workshop, you’ll set the right goals for your unique business and create a plan that puts you on the right footing to make email marketing one of the most effective marketing channels for your business.

During part two you’ll further develop your email marketing plans focusing on either how to convert subscribers into customers, or how to turn existing customers into repeat customers and loyal advocates.

Who should attend this online workshop?

This workshop is for any business owner or marketing professional who is using email marketing and would like to get better results from their efforts for their business.

This workshop has limited places and priority will be given to trading SMEs based in Leicester and Leicestershire.

What will we cover?

  • Setting the right objectives - Establishing the right goals for your email marketing campaigns sets the way forward for everything you do with the channel.
  • Developing a content strategy - Email marketing, like any other marketing channel, works best when you send the right message to the right people at the right time.
  • Planning the customer journey - Sending your emails is only the first step in a marketing campaign. The real results come when you have your email, landing pages, forms, and call-to-actions working together in harmony.
  • Creating the assets - Putting together your campaign requires a little bit of creativity and technical knowledge. We’ll make it easy to put it together for you.
  • Analysing your campaign performance - We’ll start the session by looking at how to review your campaign performance. By understanding how to measure campaign success, you’ll be able to make sure your campaigns are developed from the outset with the right success factors in mind.
  • Converting subscribers - Many businesses have contacts and subscribers receiving regular updates via email without ever making a purchase. We’ll look at some of the best ways to turn regular readers into brilliant buyers.
  • Encouraging repeat purchase - Keeping your customers returning to purchase regularly and consistently is one of the best ways to achieve reliable revenue and is a reliable indicator of future growth. We’ll create a plan for your email marketing that can help to make that happen.​
  • Building a database of loyal brand advocates - Email marketing provides a direct channel to speak to your customers. Use it to find out who loves your products, who will be the biggest advocate for your business, and who wants to give you constructive feedback to help you in the long run.

What outcomes can you expect from joining us?

After attending this workshop, you will:

  • Have a clear set of marketing objectives for your email marketing channel
  • Begin populating a content strategy that is right for your audience
  • Come away with a checklist of what you need to create for each campaign to work effectively
  • Know where to go for inspiration of campaign design and messaging
  • Have a reliable way of judging email marketing success
  • Put a plan in place to turn your casual subscribers into paying customers
  • Develop a segmentation strategy design to keep customers coming back regularly
  • Use your marketing database to improve your service and build a network of brand advocates

This is an interactive, action planning online workshop. You will leave this session with handouts and a practical action plan which can be implemented within your business. Where possible, we would like to encourage you to join this session with your video camera turned on and when instructed by the facilitator, you may un-mute your microphone to take full advantage of the interactive nature of the workshop. For the best user experience, we recommend joining the workshop using Chrome or Firefox as your web browser.

Here’s a quick breakdown of the session

1.00pm - 1.45pm - Workshop presentation
1.45pm - 2.00pm - Break
2.00pm - 2.45pm - Workshop presentation
2.45pm - 3.00pm - Break
3.00pm - 3.45pm - Workshop presentation
3.45pm - 4.00pm - Q&A

Who’ll be presenting this workshop?

Image of Martin Broadshurst

Martin Broadhurst is a digital strategist and EOS (Entrepreneurial Operating System) expert. He majors in Email Marketing, CRM and Automation and, as a Chartered Institute of Marketing tutor and experienced digital agency leader, has been helping marketing professionals to hone their digital skills for over 10 years.



Here’s how simple it is to book your place

This two-part workshop will be delivered via 'Go To Training'. Part one will be delivered on 9 February and Part two will be delivered on 10 February 2022.

To attend this fully-funded event, your organisation must be registered and verified as eligible to receive support through the Digital Growth Programme. If you’re not already registered, you can do this now:

Once you are registered onto the programme you can book your place onto our webinars and workshops. Please note we can only accommodate one delegate per organisation on this workshop.

To register for a place all you need to do is complete the booking form. It’s quick and easy and if you have any questions, just contact your dedicated Events & Engagement Officer, Kam Atker on 07971 403 786.


This workshop is delivered by the East Midlands Chamber’s Digital Growth Programme team and is part-funded by the European Regional Development Fund, East Midlands Chamber and Leicestershire County Council.