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Quick Facts

Medium Of InstructionsMode Of LearningMode Of Delivery
EnglishSelf StudyVideo and Text Based

Courses and Certificate Fees

Certificate AvailabilityCertificate Providing Authority
yesFuturelearn

The Syllabus

  • Understand the role of email in the user journey
  • Spam and email volumes
  • User journey mapping and email marketing
  • Email service providers (ESPs)
  • The role of customer relationship management (CRM) and automation systems
  • Keeping iteration and measurement at the core of email marketing activity

  • Email marketing campaign planning
  • Opt-in rules and data collection
  • Segmentation and targeting
  • Deliverability
  • Designing emails that work
  • The role of testing in email
  • Measuring email effectiveness

  • CRM and marketing automation in perspective
  • The ESP, CRM and marketing automation overlap
  • Opportunities for data collection
  • Triggered email and workflows
  • Going beyond email – content, chatbots and targeting
  • Testing, measurement and iteration

  • The email iteration opportunity
  • Core measures: open rates, click through rates and conversion
  • Email variables that impact results
  • A/B and multivariate testing
  • ESP reports
  • Web analytics for email marketing
  • Attribution modelling to calculate the true value of email activity

Instructors

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