Start a conversation ↗

Description

Email Marketing Campaigns: Segmentation, Copywriting and Deliverability

Build campaigns that are opened and clicked rather than mass sends that end up in the spam folder

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Open rates are falling, unsubscribes are rising and a share of your messages never reaches the inbox at all. The causes add up: a list that has never been cleaned, no segmentation, interchangeable subject lines and sends scheduled around the internal calendar rather than the recipient's interest.

Two days to take back control of the full chain: list quality, segmentation, copywriting, send testing and reading the results. Each participant works on their own campaigns and leaves with a reworked email template and a clean-up plan for their contact list.

Learning objectives

  • Assess the quality of a contact list and organise its clean-up
  • Segment a list according to behaviour and the buying cycle
  • Write a subject line and body copy built around a single action
  • Apply consent and unsubscribe requirements
  • Analyse campaign results and translate them into corrective actions

What makes this programme different

The campaigns reviewed are the ones participants actually send
Every email written is tested for display on mobile and in corporate mail clients
A sending calendar is built and then tested against the team's real constraints

Programme

1Contact List and Deliverability

What determines inbox placement

  • Collecting and evidencing consent
  • Cleaning inactive and invalid addresses
  • Understanding the role of sender reputation
  • Handling complaints and unsubscribe requests

2Segmentation and Automated Journeys

Sending the right message at the right time

  • Splitting the list according to observed behaviour
  • Distinguishing one-off campaigns from automated journeys
  • Building a welcome sequence
  • Planning re-engagement of inactive contacts

3Email Copywriting and Design

Getting the message read, then clicked

  • Refining the subject line and preheader
  • Structuring the message around a single action
  • Adapting the layout for mobile reading
  • Managing links and image handling

4Testing, Measurement and Improvement

Making decisions from the results

  • Running a comparative test on one element at a time
  • Reading opens, clicks and unsubscribes together
  • Spotting the signs of list fatigue
  • Setting a sending rhythm the team can sustain

Who is it for

Operational marketing officers, CRM managers and communication officers who design or send email campaigns.

Prerequisites

Previous use of an email sending platform, even occasionally.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.