Supercharge your email marketing!

Now is the time to prepare for the rest of 2020 and beyond when it comes to your email marketing strategy.

Make the most of your time and increase your email marketing knowledge so you can better connect with your audience, move your strategy forward and increase your email marketing revenue!

Access The Training Now >

Join Kate Barrett on this training course and expand your email marketing knowledge!

You'll discover:


Setting Your Objectives

The foundation of a good marketing strategy is knowing where you want to go and why. We'll start off by laying this groundwork and exploring the link between different levels of objectives within your business and how these should inform the direction of your email marketing strategy to maximise your impact within the business.

In this module you'll learn:

  • Why it’s so important to understand what you want to achieve in order to inform your future strategy plans
  • Your objective hierarchy
  • Setting SMART objectives
  • Campaign level objectives

The Importance of Data to Underline Your Strategy

As marketers, is imperative we have full control of our data - and that starts with knowing what you have where, why and how, as well as what's missing.


We'll start our training by getting really clear on what data you might have access to and how it impacts everything you will want to do going forward.

Then, I'll show you how to conduct a data audit and update/collect new data to get a really clear view of what's going on in your business and truly take control!

In this module you'll learn:

  • How to gather the RIGHT data in your business and why this is so important
  • Your data pyramid – the different types of data available to you and how you can access this information
  • How to conduct a data audit to get a deeper understanding of what data you already have, what your missing, and how you can go about obtaining it

Segmentation & Personalisation Strategy

Now that you know what data you have, let's start to look at how you could segment your database using it, and even better, personalise your content to create a 1-2-many experience.

We'll explore how you choose which data to use to create your segments, how you weigh up which segments are worth investing in for the maximum return, how you prioritise implementation and match the right content, to the right segment.

We'll also look at the role Artificial Intelligence (AI) has to play here in streamlining your process.

In this module you'll learn:

  • How the desire for personalisation is morphing into expectation for consumers
  • How to get smarter with your segmentation strategy
  • Conducting a segmentation SWOT analysis
  • Planning your segmentation approach
  • Knowing when to suppress contacts from your personalisation
  • Using AI to connect with your subscribers on a deeper level

Understand The Customer Journey

Next, we're going to explore exactly how you put the customer at the heart of everything that you do in all ways, always. I'll show you the key stages of the customer journey, the data you need to identify people at each stage, examples of campaigns you could implement and what each stage means for the content you need to create; both for your manual campaigns and automations.

We'll also discuss some of the key considerations when it comes to planning email automations for your business around the customer lifecycle.

In this module you'll learn:

  • The 5 key stages of the customer journey – what’s happening at each stage and how you can use this to send the right message, to the right person, at the right time.
  • How to map the emotional customer journey
  • Inspiration on the types of messaging you can send at each stage
  • Key considerations when it comes to implementing automated campaigns

Design Your Emails For Engagement

Now, that we have explored who you're sending your emails to, let's look at how you make your content engaging and accessible to all.

In this module you'll learn:

  • What influences recipients to open and how you can optimise these elements for increased success (including optimising your subject lines to grab attention in the inbox)
  • The anatomy of an email
  • Key design considerations to make your emails easier to read and engage with
  • Getting interactive with your content
  • Making your emails accessible for all
  • Writing for email engagement
  • Techniques to craft a more compelling CTA

Testing For Success!Optimising your pre-send QA Process and Conducting successful A/B Split Testing on Your Live Sends

In the final section of our course, we're going to look at how you optimise your pre-send QA testing process to ensure your emails are mistake-free - for individuals and larger teams.

You'll also learn how to prioritise testing ideas and make sure that your A/B split tests on your live sends actually get results you can use on an ongoing basis to improve your campaign performance - not just in email, but across the marketing mix.

In this module you'll learn:

  • Optimising your pre-send Quality Assurance (QA) process
  • Live testing – the difference between A/B split tests and multivariate testing
  • 5 Steps to SUCCESSFUL & MEANINGFUL Tests
  • Using a campaign planning template to track, measure and record your tests

Your BONUS Modules!

You'll also get access to 3 bonus modules plus a range of additional downloads for many of the modules.

BONUS MODULE 1: Growing Your Email List

  • The anatomy of a good email sign up form
  • Website sign up form placement opportunities to maximise conversion
  • Email marketing and the omnichannel strategy
  • How to identify which marketing channels to use to drive email marketing sign-ups

BONUS MODULE 2: Getting Your Emails to the Inbox

  • The difference between deliverability and Inbox Placement
  • Key elements of your sender reputation
  • How to identify deliverability problems
  • What to do when problems occur

BONUS MODULE 3: Choosing the Right Platform to Support Your Email Marketing Strategy

  • The marketing platform landscape
  • Review your current situation and determine your platform requirements
  • Research the market and put out an RFP
  • Test your platform shortlist
  • Make your decision and start the migration process

Choose the course option that suits you!

Access To The

Full Course Content


  • Access to the whole course content (delivered online - 6 modules)

Full Course Content

& VIP 1-2-1 Workshop


  • Everything from the main course option PLUS.....
  • Includes a half day 1-2-1 session with Kate (online)

This training would usually be charged at over £1000 for a 1-Day Course Ticket!

* Price excl. VAT. VAT will be added on checkout (20%)

Frequently Asked Questions

We've got A's for your Q's

How will the session be delivered online

The session is pre-recorded and accessed on the website.  

Do you offer refunds

We do not offer refunds on our courses unless you are a direct consumer.

How do I know it's for me?

This course will be pitched at an intermediate level - so if you've been working in email for a few years and have the basics under your belt, want to update your knowledge, or simply want to check in with what you're already doing and be able to ask Kate questions live, this is the course for you to improve your email marketing knowledge!  

Meet Your Tutor

Kate Barrett  

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management, and training services to companies around the world.

With a proven track record and over 13 years’ experience (increasing results from opens and clicks, to sales), Kate’s expertise and passion has helped a large range of companies develop comprehensive strategies, to target subscribers with the right message, sent to the right person, at the right time, implement, manage and optimise those campaigns, as well as solve complex email marketing issues including deliverability challenges.

Some of the companies she has worked with or trained include Nissan, Marks & Spencer, Argos, Nissan, Vision Direct, BT, TUI, Soletrader, Maybourne Hotel Group, Photobox, MyVoucherCodes, M&M Direct, QVC, Vision Direct and Adidas among many others.

Having been an elected member of the DMA Email Council for over 3 years, regularly speaking at events, blogging, being a contributor to Smart Insights and a trainer for the IDM & CIM, Kate is always up to date with the latest email marketing news, trends, and techniques to feed her passion for the industry.

Kate is the author of the book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’

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