E-mail Mktg

Course content

This course has regular assignments. You can complete them at your own pace; however, the assignments are designed to help you finish the program in six months or fewer. Refer to the information below about progression for this course.

Module 1: Introduction to Think outside the inbox: Email marketing

The importance of email marketing in meeting your overall business goals will be explored. You will learn how to employ different frameworks to set email marketing goals. Then, you will learn about best practices in email marketing.

Module 2: Types of email marketing

You will examine the most common types of marketing emails. First, you’ll learn about emails that greet customers, like acquisition emails and welcome emails. Next, you’ll learn about emails that entice subscribers, such as newsletters and promotional emails. You’ll focus on emails that keep customers, known as retention emails. Then, you’ll explore how to craft catchy email copy, write sample subject lines, and create preview text for marketing emails.

Module 3: Useful tools for email marketing

You will learn about useful tools for email marketing. You’ll determine how to create and segment email lists. You’ll also learn how to write effective emails that engage with customers. After that, you'll explore email marketing tools like HubSpot and Mailchimp and learn how they work. Then, you’ll explore crisis management and how to correct mistakes in email marketing.

Module 4: Collect and analyze email campaign data

You will learn about the key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more. You’ll examine how to measure, track, and analyze email campaign results. Then, you’ll learn how to effectively present email campaign results to stakeholders by creating an email marketing campaign report.

Module 5: Run your own email marketing campaign

You will create, manage, track, and complete a mock email marketing campaign. You’ll be given a fictional business to build the email campaign around, and you’ll employ all the strategies, tools, and tricks you’ve learned during this course to complete the campaign. First, you’ll set SMART goals for your campaign. Then, you’ll segment your email list and complete an email series. Finally, you’ll complete the campaign and end the course by analyzing the results of the campaign and presenting them to stakeholders.