Email and Cross-Channel Relationship Marketing Strategies


Why should I take this 2-day intensive?

Being able to execute consumer-first experiences across channels is a marketing challenge for many companies.  Today, brands are increasing the spend to acquire customers, but struggle with how to use less costly methods such as email, push notifications, site experience, etc. to drive higher customer lifetime value and get a return on initial acquisition spend.

Join industry expert, April Mullen, as she shares a proven methodology for creating a strategy that delivers exceptional customer experiences and drives a longer-term marketing ROI. Because of email marketing’s complexity and popularity among the C-suite, the course content will be geared heavily toward email, but will also closely examine how email and other channels can work together help drive higher customer lifetime value.

Why is retention so important?

According to Bain and Co., a 5% increase in customer retention can increase a company’s profitability by 75%. And if those numbers don’t impress you, Gartner Group statistics tell us that 80% of your company’s future revenue will come from just 20% of your existing customers. Still not sold on customer retention? One final statistic provided by Lee Resource Inc. should give you plenty to think about: Attracting new customers will cost your company 5 times more than keeping an existing customer.  Source: Forbes



In this course you will learn:

  • How to uncover opportunities based on what customers expect vs. what you deliver
  • Mapping an effective customer journey
  • Tips for prioritizing which automated and one-off cross-channel programs you should be considering
  • Measuring success across channels
  • Testing techniques
  • Discussion of various platforms available 
  • Segmentation approaches
  • Writing compelling content
  • Email Deliverability  

As a part of this bootcamp students will also build out a relationship marketing strategy for a real-life client.

Who is this class for?

This class is for anyone looking to create a strong and integrated cross-channel relationship marketing and retention strategy for their company.  No prior experience is required.


Meet Your Instructor: April D. Mullen 


April Mullen is a proven digital relationship marketing leader currently focusing on global client strategy and innovation for Selligent Marketing Cloud. As an evangelist of Consumer-First marketing, she guides her clients to build better relationships with connected and empowered consumers. Bringing experience from over 12 years on both the agency and client sides of relationship marketing, Mullen understands the complexities and challenges that face marketers in today’s competitive environment. 

In June of 2016, Mullen co-founded Women of Email, an organization with over 2,000 members on six continents that is aimed at driving positive change within the industry and professional growth for women at all stages of their digital marketing careers. Outside of founding activities, and being the organization’s treasurer, Mullen is managing a mentorship program that will build the confidence and skills of female relationship marketers to encourage more to become leaders in our industry.

Mullen has been published with over 50 articles on MediaPost’s Email Insider. She frequently speaks at conferences, webinars and has been quoted in marquee publications such as DMnews, AMA’s Marketing News, Mediapost and Search CRM.

Mullen holds a BA from the University of Missouri-St. Louis and an MBA from Lindenwood University, graduating with honors from both. 

Follow on Twitter @aprildmullen.


*Note: Curriculum is subject to change from description based on market needs