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19 April 2021

Email marketing for book publishers

10 May 2021

Date: Mondays 10, 17 and 24 May

Time: 1pm to 2pm on each of the three days


NOTE: For a non-member place on Email marketing for book publishers, see the BookMachine website.

The Publishing Scotland member places at the discounted rate below are now SOLD OUT. Members should email  Joan Lyle to be added to the waiting list.


About the course

Nowadays many marketing teams focus a lot of their efforts on Instagram influencers and other newer ways to reach their market. However, email marketing is still an effective way to reach and convert your buyers. In fact, 78% of marketers have seen an increase in email engagement over the last 12 months according to a recent HubSpot survey. During this session we will look at ways to improve your current email marketing strategies and content, with examples for inspiration.


Week 1: Developing your strategy

  • Objectives and the role of email
  • Effective targeting and segmentation
  • Data and list strategy


Week 2: Creating your emails

  • Email templates and design
  • Persuasive copy and content
  • Using personalisation


Week 3: Maximising your email success

  • Follow up and automation
  • A/B testing
  • KPIs and measuring results



Shelly Philips is a marketing specialist with over 15 years of marketing experience and has been developing email campaigns since 2007. She has spent most of her career in publishing, mainly working for the global publisher Oxford University Press. Currently a Member of CIM, Shelly is a fully qualified marketer with a Masters in Mass Communications and an IDM Postgraduate Diploma in Digital Marketing.



This course is for Publishing Scotland members. The fee for this course is £30+VAT (£36 total). Book and pay via TICKET TAILOR. Or sign up for all four courses in the series at a discount.

The course is part of a series of four sales and marketing courses. Each course costs £30+VAT or you can attend all four for £100+VAT (£120 total). Book for all four courses using the booking form for the first course in the series: see TICKET TAILOR.

Places are limited so please book your place or places as soon as possible.


The series comprises:



As this and the other courses in the series are being delivered by BookMachine, Publishing Scotland will need to pass your name, email and phone number to BookMachine so they can set you up for and deliver the course to you. We will ask you to consent to this use of your data on the TICKET TAILOR booking form.