Writing for the Web / E-Mail Marketing
This full-day workshop will help you to
understand how to produce effective website copy and produce email
marketing campaigns that work.
Writing for the web is very different to
writing for other situations, it should be stressed that this is
not an English lesson, rather an opportunity to gain insights into
the differences imposed by the online environment and to refocus on
effective communication with your website users (customers).
Email marketing is proven to be the most
cost-effective method of communicating with your customers
directly. However, if done poorly it can alienate customers,
reduce trust and damage your brand and business.
This is a FULL DAY practical workshop
customised specifically for British Marine Federation, suitable for
small and medium sized companies. The session is delivered as
an interactive seminar; there will be lots of opportunities to
discuss, question and share experiences, as well as some practical
activities. The context will focus on the marine industry,
with examples sourced from suitable businesses and
situations. Some of the content covered:
Writing for the
Web:
- Setting the context – goals and objectives
- Why you need to know your customers
- Identifying your users’ content needs and expectations
- The concepts and principles of how people read website
content
- Keywords – what are they, why do we need them and where do they
go?
- The language of the customer, jargon, readability and more
- Consistency, conventions and formatting – who needs them?
- Writing styles, text structure, writing for selling and
reporting
E-Mail Marketing:
- What is e-mail marketing? Realistic expectations for
success
- Understanding user behaviour - how do your customers view your
e-mails
- Collecting user details
- Using Microtext and Nanotext for effective subject lines
- Software, spam filters and legal considerations
- Understanding feedback data, analysis and action
- Testing and timing your e-mails
Fees:
BMF Members:
£155 + VAT (£186)
Non Members: £240 + VAT
(£288)
For further information, please contact Liv Whetmore on (01784)
223631 or e-mail: lwhetmore@britishmarine.co.uk.