Digital Marketing

Class materials: November 13 – 17

Tuesday

Email marketing

LECTURE NOTES – WEEK 4 TUESDAY eMail marketing (PDF)

READ, WATCH, LISTEN:

eMail marketing statistics 2017 (Dave Chaffey, Smart Insights)

15 of the best eMail marketing campaigns you’ve ever seen (Hubspot, August 2016)

eMail Marketing FAQ – very good set of documents on how to avoid spamming when using bulk email (from the Spamhaus Project)

Fast Facts – Canada’s Anti-Spam Legislation (Government of Canada)

Anti-Spam Toolkit – Canadian Chamber of Commerce

A Digital Marketer’s Guide to Canada’s Anti-Spam Law “CASL”

3 things to think about when sending messages (Government of Canada)

What does a CASL-compliant email look like? (Kristopher Morrison, canadaOne)

Do’s and Don’ts of eMail Marketing (Google Small Business)

Content marketing strategy sessions: eMail marketing tips (Content Marketing Institute)

Thursday

Internet analytics: goal setting, measurement, and evaluation

LECTURE NOTES – WEEK 4 THURSDAY Internet analytics (PDF)

READ, WATCH, LISTEN:

Dave Chaffey. Amazon.com Case Study (A culture of metrics)

Improving your sense of site: your web analytics report is filled with clues on how to boost sales(Case study) Inc. Magazine

Dark Social: We have the whole history of the web wrong (Alexis Madrigal. The Atlantic, October 2012)

Forrester: Technology and marketing disconnect hinders customer analytics success (Nadia Cameron. CMO, August 2014)

Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets (Avinash Kaushik)

3 ways to get more out of your web analytics (Filip Matous, Harvard Business Review. October 2015)

Google Analytics Academy (online training course from Google that covers the basics of web analytics)

Getting started with Google Analytics (Google Small Business)