Module 4 – Email marketing (foundation level)

Aim of the module:

In the contemporary digital era, effective communication through e-mail marketing has become an indispensable tool for organizations and individuals alike. This module aims to provide adult educators and facilitators, particularly those working with low-skilled adults with migrant backgrounds, with comprehensive insights and practical skills to harness the power of email marketing. By leveraging e-mail marketing strategies tailored to their unique audience, educators can foster engagement, promote inclusivity, and achieve impactful learning outcomes. This training module empowers adults educators with the knowledge and tools needed to create compelling e-mail campaigns, ultimately enhancing educational experiences and fostering community connections.

Training methodology:

This module employs a combination of hands-on activities and discussions to effectively prepare adult educators and facilitators for the intricacies of email marketing. Participants will engage in practical exercises to build skills in audience engagement, subscriber list management, audience segmentation, and the implementation of tailored email strategies and campaigns. Special emphasis is placed on creating automated workflows designed to meet the unique needs of low-skilled adults with migrant backgrounds within educational settings.

Learning goals:

• Utilize foundational segmentation techniques to target diverse audience groups effectively.
• Implement basic content strategies tailored to cultural and demographic diversity.
• Use AI-driven tools for predictive analytics, automation of segmentation, content generation, and scheduling.
• Create email campaign performance through real-time insights and continuous automation.
• Engage effectively with educators, community leaders, and internal teams to optimize campaign outcomes.
• Implement strategies for building trust, resolving conflicts, and fostering collaboration among stakeholders.
• Interpret campagin effectiveness using key performance metrics like open rates, click-through rates, and conversion rates.
• Utilize foundational analytics tools and A/B testing methods to refine strategies and achieve better campaign results.
• Make data-driven decisions to continuously improve email marketing strategies.
• Adapt to industry trends and technological advancements in AI and email marketing tools for enhanced campaign performance.

Expected learning outcomes:

• Define key concepts and principles of email marketing.
• Explain the relevance and application of e-mail marketing in the context of adult education and low-skilled adults with migrant backgrounds.
• Apply simple audience segmentation strategies to create targeted and relevant email campaigns.
• Craft engaging and relevant content tailored to the educational goals, language proficiency, and cultural context of the audience.
• Utilize basic copywriting and design principles to create engaging and accessible email messages.
• Identify and use entry-level AI tools to analyze audience data and predict future behaviors.
• Implement basic automation workflows to streamline segmentation, content creation, and email scheduling processes.
• Monitor and evaluate the performance of email campaigns using key metrics, analytics, and feedback mechanisms.
• Engage with educators, facilitators, and community leaders to gather insights, feedback, and support for email marketing initiatives.
• Foster collaboration, teamwork, and mutual understanding among stakeholders involved in planning, executing, and evaluating e-mail campaigns.
• Analyse the effectiveness, impact, and ROI (Return on Investment) of email marketing initiatives in achieving educational objectives.
• Use basic analytics tools to gather data and refine email marketing strategies based on test results.
• Identify strengths, areas for improvement, and opportunities for innovation to enhance future email marketing efforts.
• Stay updated on the latest trends and advancements in AI and email marketing technologies.
• Integrate new tools and techniques into email marketing strategies to maintain a competitive edge and improve campaign outcomes.

Further information:

Keywords:

• Email marketing
• Adult education
• Low-skilled adults
• Migrant backgrounds
• Audience engagement
• Subscriber lists
• Audience segmentation
• Educational context
• Hands-on activities
• Practical exercises
• Automated workflows

Entrecomp competences:

• Digital competence
• Initiative and self-awareness
• Learning to learn
• Cultural sensitivity
• Collaboration
• Communication
• Entrepreneurship