Course Content
Effective Techniques for HTML Marketing
• Overview of HTML email and classic marketing techniques
• Email marketing benefits: Inexpensive, quick response cycles, measurable results
• Deciding between Special Offers, Invitations and Stay in Touch
• Email types and structure
• Why HTML emails fail
• Proper font sizes and colors
• The dangers of unsolicited bulk email practices
• National laws for commercial email and how to avoid being tagged as a spammer
• The CAN-SPAM Act of 2003: Controlling the Assault of Non-Solicited Pornography and Marketing
HTML Basics
• Overview of HTML code and structure
• Writing HTML Code by hand versus writing HTML code using Dreamweaver
• The future of HTML5
Cascading Style Sheet Basics
• Overview of CSS code and application
• HTML vs. CSS Formatting
• Understanding the CSS Box Model and the HTML default formatting
• Formatting text and objects
• Creating compound selectors and custom classes
HTML Email strategy
• Goals of HTML email and alternatives to HTML-based email
• Getting the most out of HTML email campaigns and strengthening brand awareness to builds customer relationships
• Effectively using graphics to enhance your message
• How the time of the week affects your results
• Gauging the reaction after the email hits
• Using email marketing as a forum for collecting information and the risk of overloading with too many emails
• Evaluating your Click-Through Rate
Creating an Email Layout
• Overview of designing HTML email
• Using one of Dreamweaver’s CSS-based layouts as a base for your email
• Adding background images and colors
• Using and understanding div components
• Modifying page width and background color
• Adding text, lists and tables to email content
• Using tables for Broadcast Email and to create multi-column layouts
*Formatting tables with CSS *
• Formatting HTML email with CSS
• Overview of CSS code and structure
• Formatting email with embedded CSS, linked CSS and inline CSS
Using images in HTML Email
• Limitations of using images in HTML email and benefits of text
• Staging images for HTML email
• Creating alternative content for email images
Using Forms in HTML Email
• Overview of collecting data from HTML email: Pros and Cons of using forms in email
• Adding form elements and formatting form elements with CSS
• Setting up form behaviors
• Alternate methods of collecting data
Creating HTML Email
• Working with thumbnails and wireframes
• Adding static content and dynamic content
• Setting up an email broadcast campaign and sending out the email
Comparing Broadcast Email Services
• Description of broadcast services
• Cost comparison of broadcast services
• Contract vs. Do-it-yourself services