Course curriculum

  • 1

    Section 1: Introduction to email marketing

    • 1.1 Welcome to this unit

    • 1.2 Introducing email marketing

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Chapter 1 quiz
  • 2

    Section 2: Email marketing essentials

    • 2.1 Welcome to section two

    • 2.2 Understanding Email Service Providers

    • 2.3 Understanding email clients

    • 2.4 Using email databases, lists and segments

    • 2.5 Understanding triggered emails and automation

    • 2.6 Using non-automated email campaigns

    • 2.7 Understanding the Spam Act 2003

    • 2.8 Understanding General Data Protection Regulation (GDPR)

    • 2.9 Additional legal considerations

    • 2.10 Understanding ethical considerations

    • 2.11 Using email metrics

    • 2.12 Section 2 quiz
  • 3

    Section 3: Email marketing strategy

    • 3.1 Welcome to section three

    • 3.2 Introduction to email strategies

    • 3.3 Acquiring subscribers

    • 3.4 Best practices for acquiring email addresses

    • 3.5 Nurturing subscribers

    • 3.6 Driving conversions

    • 3.7 Re-engaging subscribers

    • 3.8 Maintaining list hygiene

    • 3.9 Using benchmarks

    • 3.10 Utilising AI, tools and technologies

    • 3.11 Documenting an email marketing strategy

    • 3.12 Email marketing strategy template

    • 3.13 Email costs estimate template

    • 3.14 Section 3 quiz
  • 4

    Section 4: Creating and sending email campaigns

    • 4.1 Welcome to section four

    • 4.2 Introduction to creating and optimising email campaigns

    • 4.3 Planning emails

    • 4.4 Email planner template

    • 4.5 Crafting subject lines

    • 4.6 Creating body content

    • 4.7 Briefing production and creative services

    • 4.8 Creative brief template

    • 4.9 Using personalisation

    • 4.10 Interactive and dynamic emails

    • 4.11 Previewing and checking emails

    • 4.12 Tools for previewing emails

    • 4.13 Sending an email campaign using Mailchimp

    • 4.14 Using testing

    • 4.15 Setting up automation

    • 4.16 Checking campaign deliverability

    • 4.17 Section 4 quiz
  • 5

    Section 5: Optimising and evaluating performance

    • 5.1 Welcome to section five

    • 5.2 Using email benchmarks

    • 5.3 Monitoring bounces

    • 5.4 Navigating spam filters

    • 5.5 Increasing subscriber growth

    • 5.6 Improving open rates

    • 5.7 Optimising engagement

    • 5.8 Reducing churn

    • 5.9 Managing disengaged subscribers

    • 5.10 Reporting and presenting to stakeholders

    • 5.11 Section 5 quiz
  • 6

    Section 6: Email marketing summary

    • 6.1 Introduction to section six

    • 6.2 Key takeaways

    • 6.3 The future of email marketing

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    Section 7: Bonus resources

    • 7.1 Bonus section introduction

    • 7.2 Litmus State of Email Trends Report

    • 7.3 Campaign Monitor's email marketing cheat sheet

    • 7.4 The Top 8 Email Campaigns from HubSpot & Litmus

    • 7.5 Your Best Email in Three Easy Steps.pdf

    • 7.6 How to Improve Email Deliverability and Optimise Each Send

    • 7.7 Litmus guide to email optimization and troubleshooting

    • 7.8 2024 Email Marketing Benchmarks and Metrics

    • 7.9 The Mail Privacy Protection Survival Guide for Marketers

    • 7.10 The State of Email Service Providers

    • 7.11 The Anatomy of a Broken Email

    • 7.12 2023 Email Deliverability Benchmark Report

    • 7.13 HubSpot Email Newsletter Lookbook and Guide

    • 7.14 Guide to Improving Email Deliverability

    • 7.15 4 Easy Steps to Effective Email Marketing

    • 7.16 Foundations of Email Design

    • 7.17 The 2023 State of Email Workflows Report

    • 7.18 Sample Lead Scoring Worksheet

    • 7.19 The State of Email Design Report

    • 7.20 Glossary of digital marketing terms