Email Marketing

Email Marketing The two-day seminar for everyone whose newsletter goes out and whose list does not grow anyway: you learn to win recipients lawfully, to segment by behaviour and to write emails that get opened. By the end you have a list that carries and an email that works.

Email Marketing at a glance

• Format: 2 days on site + self-learning track
• Level: basic to advanced
• Participants: max. 16 people
• Language: German (English on request)
• Certificate: AEI certificate of attendance
• Investment: €290.00 plus VAT

Email is the only channel a company actually owns. No algorithm decides who sees something, no platform changes the rules. And yet many shops treat it like an obligation: one newsletter a month, the same tone for everybody, open rates below twenty per cent.

The cause is rarely the copy. It is the list: whoever never asked what somebody wants cannot write fittingly. Whoever does not segment sends discounts to regulars and news to people who have already bought three times.

This seminar works on the foundation. You win recipients lawfully, order them by behaviour and write emails that fit that behaviour. Legal requirements run alongside from the start — they are the frame, not the topic.

What you take away

• A lawful method for winning recipients.
• A behaviour-based segmentation you can maintain with simple means.
• Subject lines and first sentences that get opened and read.
• A pattern for newsletters that do not look like advertising.
• Metrics with which you judge an email instead of only looking at the open rate.

Your learning objectives

• You win recipients with consent that survives an audit.
• You segment by purchase and open behaviour instead of assumptions.
• You write subject lines that fit the content and do not trick.
• You design an email so that it works on a phone.
• You judge a campaign by revenue, clicks and unsubscribes together.

The levers at a glance

The list is the capital. A bought address costs money and trust. An address somebody gave freely because they expect something is an offer to talk. That difference decides every open rate afterwards.

Consent is not a formality. Double confirmation, complete documentation and a simple unsubscribe link are not bureaucracy but the condition for keeping the channel at all.

Segmentation beats personalisation. Three groups with fitting content do more than ten placeholders for the first name. Whoever separates by behaviour writes for a situation instead of a segment.

The subject line decides everything else. A good email with a boring subject is not seen. A sensational subject that does not deliver costs unsubscribes — both are measurable.

Deliverability is earned, not bought. A list that never gets cleaned up ends in spam folders, and then even the good emails are invisible. Unsubscribes and bounces are not a loss of reach but maintenance of it.

Who is this seminar for?

For people responsible for newsletters and campaigns.

• Marketing leads in e-commerce with their own list.
• CRM newcomers moving from manual work to system.
• Shop owners whose list has stayed the same size for years.
• Agencies running email for clients.

Experience with an email tool helps but is not required. The mechanics are provider-independent and explained during the seminar.

The seminar is not suitable for teams technically connecting an email platform. We work on list, segmentation and content.

Investment and dates

Participation costs €290.00 plus VAT, including the self-learning track, materials and certificate of attendance. There are six dates per year in Berlin, Hamburg, Cologne, Munich and live online, plus an in-house variant for teams. You will find all dates in the list on this page.

For the exercises bring a current email from your shop. We work on it — problems show faster on a real email than on an invented one.

After the seminar

You keep the materials, a pre-send checklist and three subject line templates you can apply to any content. With that you can set up the next campaign within a week.

The checklist has twelve points: consent, segment, subject, first sentence, unsubscribe link, mobile rendering, measurement. Whoever runs through it before sending saves the most common mistakes.

One line in the first paragraph should say what the email is about. If the reader has to scroll to understand why they received it, the rest does not matter much.

Two weeks after the seminar you receive a short follow-up: the email you sent and its numbers.

For teams the seminar is available as an in-house event with your own list. The procedure stays the same, the examples come from your shop.

Programme: 2 days

Day 1 – Email marketing fundamentals

• Why email still works
• Legal foundations
• Building a recipient list
• Segmenting by behaviour
• A newsletter that gets read
• Subject and first line

Day 2 – Campaigns

• Welcome and basket emails
• Timing and frequency
• Opens, clicks, revenue
• Testing and improving

Both days run from 09:00 to 16:15 with breaks in the morning, at midday and in the afternoon. Short self-checks sit between the blocks so you can test where you stand before moving on.

Each day has three parts: an introduction to the pattern, an exercise on one of your own emails and a review in the group. At the end of day one you have a subject and a first sentence; on day two a complete email.

The seminar includes a self-learning track. It contains the patterns from both days as short units with examples and one self-check each. You can work through it before the date to clarify terms, or afterwards to repeat what stuck and what did not.

Our approach

We work on your email, not on a sample template. At the start of each exercise you decide which group you are writing to and what they need at that moment; at the end stands an email that serves a situation.

The exercises are short and repeat in variations. That is deliberate: a feeling for subject lines does not come from watching but from repeatedly writing and comparing against the numbers.

Every block ends with a sentence you could show a colleague: which group, which subject, and which number you will look at afterwards.

We work in pairs, in small groups and in plenary, with changing partners. Every participant gets feedback on their email, not just on their idea. Group level and participant count are deliberately limited: with 16 people no anonymous lecture is possible.