Email marketing remains a powerful, cost-effective, yet highly underutilized marketing channel for engaging prospects and clients. But the key to success lies in the proper approach and execution. And while most A/E/C firms are using email marketing, many aren't seeing the results they'd like and could use a boost.

Does your firm suffer from low open and click-through rates for your email blasts?

Do you receive a high number of unsubscribes with every email you send out, even emails sent specifically to clients?

Or does your firm not even rely on email as a primary channel of communication?

This webinar is designed to help marketers understand how email marketing has evolved, why it should play a central role in their marketing communications strategy, and what's needed to transform email marketing to become more engaging and effective. Attendees will walk away with practical tips, ideas, and best practices they can apply to their firm's email marketing right away!

Learning Objectives

During this webinar, attendees will learn:

• The latest research and stats on email marketing
• Common email marketing pitfalls to avoid
• How to optimize email marketing for mobile devices
• Best practices covering everything from email design, copywriting, content, and deliverability
• Ways to boost critical email marketing KPIs
• How to grow subscribers who actually want to hear from your firm

As marketing professionals, we enjoy unique opportunities to drive value for our organizations by engaging in all aspects of business performance. But too often, the marketing function is associated solely with the achievement of sales goals instead of with overall operational practices that measure success in our organizations. This webinar provides hands-on tools to help marketing teams in business performance, by introducing and implementing cost-control concepts and measures that help drive profitability.

By better understanding financial implications of each phase of the marketing cycle, from the inception of an opportunity through contract award, we can provide critical leadership to guide sound business decisions and successful proposal processes. During the webinar, we'll learn how to better understand how marketing activity—and behavior—cascade throughout operational performance. Starting with the Go-No-Go process and deploying easy-to-use budgeting and tracking tools, we'll explore how to define the real cost of doing business early on to drive long-term profitability.

Learning Objectives

During this webinar, attendees will learn how to:

• Become a trusted advisor and come to the table with data to guide decision-making
• Build agreement around tools that create team success
• Tie opportunity costs to "the big picture" of profit
• Lead a team with metrics that inspire accountability
• Look for opportunities to influence change within your firm

With deadlines all around us, marketers are often put in the not-so-envious position of choosing between doing things fast and doing things well. This webinar will discuss the importance of editorial quality in proposals (and other marketing collateral!). We'll discuss some writing and editing basics, such as frequently confused words and avoiding the passive voice. We'll talk about how to create a style guide and how to work with partners/technical staff to incorporate the style guide throughout the document. Finally, we'll talk about how to get buy-in to set up a standard quality control process.
Importance/Need for the Topic: A/E/C marketers are frequently publishers, whether they realize it or not. Clear, correct prose helps facilitate proposal review—reviewers focus on your firm's experience and approach instead of typos.

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Recordings of SMPS webinars are available to train your marketing professionals. Learn more https://onlinelearning.smps.org

SMPS webinars are sponsored by Cosential

CEU Credits SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

As a marketer within an A/E/C firm, you understand how budgets are constantly scrutinized. Being sure to keep overhead low helps improve your firm's bottom line, but makes proactive marketing quite a challenge. High-dollar marketing investments are frowned upon and often aren't even realistic.

Our February webinar will focus on how to put together a sustainable, highly effective marketing presence without breaking the bank.

When is advertising worthwhile? How can you increase web traffic without paying for each click? What can you do to show sustainable growth in firm awareness? We'll tackle these subjects and more in this upcoming, interactive session.

Learning Objectives

During this webinar, attendees will learn how to:

1. Identify the best marketing efforts to utilize without committing to huge expenditures
2. Prioritize marketing efforts and budget allocation based on your goals
3. Implement tracking measures to monitor marketing success
4. Understand which social media tools are most worth your time