{"id":6286,"date":"2024-01-30T17:33:23","date_gmt":"2024-01-30T17:33:23","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/catch-up-with-this-master-class\/"},"modified":"2024-01-30T17:33:23","modified_gmt":"2024-01-30T17:33:23","slug":"catch-up-with-this-master-class","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/catch-up-with-this-master-class\/","title":{"rendered":"Catch up with this master class"},"content":{"rendered":"


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\u201cEmail marketing is continually changing \u2014 not because the technology is changing, but because of consumers, their expectations, and how they use email changes. As marketers, we need to adapt to that.\u201d<\/p>\n

That\u2019s the message Kath Pay<\/a> will be hammering home, alongside fellow MarTech contributor Ryan Phelan<\/a>, in the upcoming two-day master class, \u201cExcelling in email marketing.\u201d<\/p>\n

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The master class is aimed at email marketers with one or two year\u2019s experience under their belts. \u201cIf you\u2019re going to do a master class,\u201d said Phelan, \u201cit\u2019s really not for a beginner. We want someone who has got that base understanding of knowing what a welcome email is, what an automation is, what a segment is. What we want to do is up-level those people and really give them some advanced tactics and strategies to work from. There are people who are just doing it every day, repetition, and that gets old and stale. If Kath or I can come in and say, \u2018Have you thought about this or that,\u2019 we can build off of what they\u2019ve already been doing for a period of time.\u201d<\/p>\n

Register here for the master class.<\/a><\/strong><\/em><\/p>\n

Back to the foundations<\/h2>\n

That doesn\u2019t mean Pay and Phelan won\u2019t be looking at foundational programs. In fact, that\u2019s where the low-hanging fruit is, said Pay.<\/p>\n

\u201cThose programs are the ones that have been set up and ignored for years,\u201d Phelan explained. \u201cThe biggest opportunity is for someone like Kath or me to come in and show how small changes to existing programs can boost your numbers 20 or 30%. We always start with these foundational programs because those are the core of what it takes to do email. The biggest opportunity, right out of the box.\u201d<\/p>\n

Said Pay, \u201cI do audits for my clients, and a big part of that is identifying what they have and more importantly what they don\u2019t have. I bundle them up as missed opportunities.\u201d<\/p>\n

Dig deeper: Kath Pay \u2014 Spotlight on the expert<\/a><\/em><\/strong><\/p>\n

Email marketing and AI<\/h2>\n

Pay and Phelan will also be looking at cutting edge opportunities like the multiple applications for AI \u2014 and not just generative AI. \u201cFor a start, learn that muscle memory of what generative AI is,\u201d urged Phelan. \u201cAI is going to stay around for a long time. We\u2019ve been in the generative language model part for about five minutes. The next five minutes is going to be different models with proximity to data that really changes the game in terms of how you look at customers, segments and campaigns.\u201d <\/p>\n

Getting a base knowledge of the ChatGPT-style models that are out there, essentially free, will help springboard marketers into readiness for the next iterations that are down the road.<\/p>\n

Dig deeper: Ryan Phelan \u2014 Spotlight on the expert<\/a><\/em><\/strong><\/p>\n

Take learnings back to the C-suite<\/h2>\n

It can be hard for email marketers to find the time to step away from their existing programs and consider how to innovate \u2014 the demands of the job can just be too great. \u201cThe whole idea of this master class, over two days, three hours each day, they are going to save themselves a lot of time in researching; their going to get the great nuggets in this condensed class,\u201d Pay promised.<\/p>\n

\u201cKath and I are bringing 25 years of experience apiece,\u201d said Phelan, \u201cand there\u2019s a lot of stuff we\u2019ve learned from mistakes and successes that will be available to the audience.\u201d<\/p>\n

\u201cThe C-suite sees that email is generating the highest return on investment out of all the channels,\u201d Pay said. \u201cThey think, great, we don\u2019t need to invest any more money in that \u2014 and that\u2019s where the problem lies. They can\u2019t fathom how it could generate more return on investment by investing more in the channel. Marketers who want to push their program further and give their consumers a better experience, they need to be creating business cases to prove to the C-suite that, although they\u2019re doing great, they could do better.\u201d<\/p>\n

\u201cWe\u2019re going to give you the information to make that case for greater investment,\u201d said Phelan. \u201cOne of the things we\u2019re both going to emphasize is, take a read of whatever you have in place today \u2014 then change it based on what we\u2019ve talked about, test it again and show the improvement, then take it to your boss. The opportunities are not just about education, but greater investment in your program and making your life easier.\u201d<\/p>\n

The master class will cover:<\/p>\n