Description
1. Training Structure
Required materials:
- A stable Internet connection
- A Zoho Campaigns account (trial or business version)
- A test contact list (fictitious or real) to practice sending
- Two screens recommended
Important : This training covers the basics only. Advanced features such as advanced automation, workflows, and in-depth performance analysis will be covered in a later training.
Evaluation methods:
- Validation of acquired skills through self-directed exercises
- Real-time feedback
- Final demonstration by participants
2. Learning Objectives
General objective
By the end of this training, participants will have a solid understanding of Zoho Campaigns fundamentals and will be able to send a first simple and effective email campaign, while experimenting with different approaches through A/B testing.
Specific objectives
- Understand the basics of email marketing campaigns and best practices
- Get familiar with the Zoho Campaigns interface and main features
- Create and manage a contact list
- Design and send a simple campaign
- Set up an A/B test to compare different email versions
- Analyze the basic results of a campaign
3. Training Content and Schedule
Module 1: Introduction to Email Marketing and Zoho Campaigns
Objective: Understand the basics of email marketing and get started with Zoho Campaigns.
- Why use email marketing? Use cases and best practices
- Overview of Zoho Campaigns: interface and main features
Types of campaigns available:
- Simple campaign
- A/B test (introduction and principles)
- Automation (brief overview, covered in depth in advanced training)
Practical exercise:
Explore the interface and identify main menus
Module 2: Creating and Managing Contact Lists
Objective: Create, import, and organize a simple contact database.
- Create a contact list and manually add contacts
- Import an existing list (Excel, Zoho CRM, etc.)
Manage subscriptions and unsubscribes (GDPR and anti-spam compliance)
Practical exercise:
Import a sample contact list and organize it into segments
Module 3: Creating, Customizing, and Sending a Simple Email
Objective: Design an effective marketing email with Zoho Campaigns and test its impact.
Using the email editor:
- Choose a basic template
- Add text, images, and CTA buttons
- Test display on mobile and desktop
Introduction to A/B tests:
- Why test different versions?
- Variables to test (subject line, design, CTA, etc.)
Practical exercise:
Create a simple, professional marketing email
Module 4: A/B Testing and Performance Analysis
Objective: Send a test campaign and analyze initial results, including the impact of an A/B test.
- Set up and send a simple campaign
- Configure an A/B test on subject line or content
- Analyze basic statistics:
- Open rate
- Click-through rate
- A/B test results (which version performed better?)
- Introduction to campaign optimization (covered in depth in advanced training)
Practical exercise:
- Send a test campaign and analyze first results
- Analyze A/B test performance
Module 5: Conclusion and Next Steps
Objective: Summarize learning and prepare for advanced training.
- Key takeaways recap
- Q&A on challenges and participant feedback
- Preview of advanced training topics
Final deliverable: Each participant leaves with a simple campaign and an A/B test ready to improve.
4. Evaluation and Follow-up
- Participant evaluation
- Validation of learning outcomes after each module
- Skills validation questionnaire
- Final demonstration of completed work
Training evaluation
End-of-session satisfaction questionnaire
5. Expected Results
For participants
- Understand how to create and send a simple campaign
- Know the basics of email marketing and best practices
- Feel comfortable using the Zoho Campaigns interface
- Set up a simple A/B test to improve performance
For the company
- Improved communication with customers
- Launch of an effective email marketing strategy
- Campaign optimization thanks to first A/B test results
