Email Marketing

This module will teach you the fundamentals of email marketing and how to strategize your email delivery plan to test, optimize and report on the performance of your email marketing campaign. You will also explore the techniques, processes and value of using marketing automation alongside email marketing campaigns. Upon completion of this module, you will be able to:

1. Understand the fundamentals of email marketing and how permissions, mobile, the buyers journey and the marketing life cycle are important considerations for your digital marketing strategy by:

  • Recognizing the key concepts and permissions involved in email marketing
  • Identifying the legislation and regulations surrounding email permissions and data protection
  • Differentiating between Inbound and Outbound Marketing
  • Identifying the relevance of email marketing and how it aligns to the buyer’s journey
  • Recognizing the ways in which the rise of mobile devices has enabled email marketing to thrive and reach people at the right place and at the right time

2. Apply the core principles, techniques and actions for developing an effective and high performing email marketing strategy by:

  • Identifying the key principles for building an effective email marketing strategy
  • Recognizing how effective software and email service providers enable you to build, manage and optimize your contact database
  • Recognizing how to align an email campaign with the buyer’s journey to send the right message to different types of recipients in the customer life cycle
  • Recognizing how email lists contribute to growing and managing your contact database
  • Using segmentation to send the right message to the most relevant recipients

3. Design balanced and effective emails to deliver a message that generates leads, retains customers and inspires evangelists by:

  • Recognizing the value of email design and how it is as important as an email’s content
  • Creating an email copy using the best practices for designing conversion driven emails

4. Use best practice techniques to control email deliverability before and after sending email by:

  • Defining email deliverability
  • Identifying the factors that affect email deliverability
  • Identifying the advantages and limitations of using an ESP
  • Recognizing the challenges of delivering marketing email to your audience’s inbox
  • Listing the ways in which an email marketer can take control over deliverability before and after sending an email

5. Use email tests, metrics, statistics, and best practices to report on and optimize an email marketing campaign by:

  • Recognizing that testing is the basis of every successful email marketing campaign
  • Identifying common email testing metrics that are important to pay attention to when monitoring and optimizing your email campaign
  • Using A/B testing and best practices to enhance an email marketing campaign
  • Identifying common email reporting metrics that are important to pay attention to when analyzing the success of your email campaign
  • Applying the methods for optimizing emails open rates and click rates
  • Applying the methods for minimizing emails bounce rates and unsubscribes

6. Explore the techniques, process and value of using marketing automation and recognize the impact it can have on an email marketing campaign by:

  • Identifying the terminology, features and processes used in marketing automation
  • Recognizing the value of using marketing automation techniques and tools in your email marketing strategy
  • Recognizing how inbound/outbound marketing philosophies and the buyer’s journey can be applied to marketing automation