4-Week Live Course

Email Program Management Strategy

Learn the essential strategy, tactics, and tips to manage a strategic email program plan in this 4-week live course.

Classes Wednesday 3 ET / 12 PT August 14th – September 4th. 

Only $120

What you’ll learn:

Segmentation Strategy

Email program managers are up against an escalating digital arms race against machine learning filtering our content out of inboxes. Strategic segmentation is key to beating the machines and engaging your supporters.

Creative testing

Beating the machines also means testing strategies to maximize every % inch we can get to increase engagement. 

Creating Engagement Series

From a standard welcome series to campaign and issue specific email marketing automation you need this in your email strategy toolbox.

Enjoying Sunsets

Letting go is hard but keeping old emails in your system is hurting your program. We’ll learn to let, go, sunset, and grow engagement!

About the Instructor

Brad (Schenck) Caldana is a leading digital and engagement strategist for nonprofits and political campaigns. He’s been driving engagement via the internet for over a decade and the author of “The Digital Plan — Strategic guidance and planning to: Win political campaigns. Grow nonprofit organizations. Launch projects and meet goals.”

Important roles he’s held: President Obama’s 2012 Training Director and battleground state digital strategy, Digital Strategy for the Democratic National Committee, Digital Strategy for the Obama-Biden 2012 Inaugural team, founding Digital Strategist for Organizing for Action, CREDO SuperPAC Digital Strategy, Head of Engagement for Vote.org, Rainforest Action Network Digital Engagement Director, and dozens of other campaigns and international nonprofits.

Course Details

This is a live 4 lesson course

Lesson #1

August 14th 3 ET / 12 PT

Segmentation to Save your list

    • Why segmentation is essential to save your email list
    • Developing strategic cohorts
    • Testing by active cohorts strategy
    • Testing by subject line and content strategy
    • Explaining segmentation to leadership
    • Creating a testing schedule

    With special guest Jason Rosenbaum
    Director of Technology The Action Network


Lesson #2

August 21st 3 ET / 12 PT

Email subject line and creative testing strategy

  • Essentials of subject line testing
  • Variations of subject line simple creative
  • Testing content creative
  • Testing formatting
  • Layering into your testing schedule


Lesson #3

August 28th 3 ET / 12 PT

Email Series strategy

  • Why your welcome series matters
  • Creating an engaging welcome series
  • Issue based welcome series
  • Interest based series
  • Welcome series frequency


Lesson #4

September 4th ET / 12 PT

Email sunsetting strategy

  • Why email sunsetting matters
  • Explaining sunsetting to leadership
  • Testing timelines
  • Creating a sunsetting series
  • Recovering email engagement pre and post sunset


This course is great for:

Digital Leadership

This course  will equip you with the strategy to manage a true email program. If you’re a digital leader without a deep background in complex email strategy this is for you.

Email Managers

Too many email managers have cut their teeth on content but haven’t been given the training and strategy they need to develop their programs beyond good click rates.

New Email Staff

Anyone working in email this is a great course. It will take you beyond just understanding content to understanding email program strategy.

Email Program Management Strategy - Live Course
Learn the essential strategy, tactics, and tips to manage a strategic email program planner in this 4-week live course.
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