Email Marketing from Coursera

By the end of this course, you will be able to:

- Understand Email Marketing Fundamentals: Grasp the key objectives, importance, and legal aspects to build a strong foundation.

- Develop Growth-Focused Strategies: Craft effective welcome, promotional, and sales emails that significantly boost business growth.

- Master Mailchimp for Audience Management: List, segment, and manage audiences effectively, and create targeted email campaigns using Mailchimp.

- Design Impactful Email Templates: Create compelling templates, forms, newsletters, and pop-ups that enhance audience engagement and conversions.

- Implement Advanced Automation Techniques: Automate campaigns, manage subscriber follow-ups, and execute drip campaigns with Mailchimp's tools.

- Optimize Campaigns with A/B Testing: Use A/B testing to analyze and refine your email strategies, ensuring maximum impact and effectiveness.

Guided by industry experts, you'll work on real-world examples and hands-on activities to develop practical email marketing skills, preparing you for success in the digital marketing field.

What's inside

Syllabus

Email Marketing

This comprehensive Email Marketing program will equip you with the skills needed to excel in digital marketing. You'll learn to create, design, and optimize email campaigns, driving engagement and business growth. Guided by industry experts, you'll work on real-world examples and hands-on activities to develop practical email marketing skills, preparing you for success in the digital marketing field.

Assessment for Email Marketing

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Covers email marketing fundamentals, which provides a strong foundation for those new to the field and helps them understand key objectives and legal aspects

Teaches Mailchimp for audience management, which is a popular platform for creating and managing email campaigns, enhancing practical skills

Develops skills in designing impactful email templates, forms, newsletters, and pop-ups, which are essential for enhancing audience engagement and conversions

Explores advanced automation techniques, which allows learners to manage subscriber follow-ups and execute drip campaigns using Mailchimp's tools

Emphasizes A/B testing to analyze and refine email strategies, which ensures maximum impact and effectiveness in real-world campaigns

Focuses on versions of Mailchimp, so learners should ensure that the features taught are up-to-date with the current version of the software

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Email Marketing with these activities:

Review Basic Marketing Principles

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Reinforce your understanding of core marketing concepts to better grasp email marketing's role within a broader marketing strategy.

Browse courses on Marketing Fundamentals

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Review the 4Ps of marketing (Product, Price, Place, Promotion).
Study market segmentation and target audience identification.
Examine the marketing funnel and customer journey.

Read 'Permission Marketing' by Seth Godin

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Understand the philosophy behind permission-based marketing to create more effective and customer-centric email campaigns.

View Permission Marketing: Turning Strangers into... on Amazon

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Obtain a copy of 'Permission Marketing' by Seth Godin.
Read the book, taking notes on key concepts and examples.
Reflect on how the principles apply to modern email marketing practices.

Analyze Competitor Email Campaigns

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Gain practical insights into effective email marketing strategies by studying what successful companies are doing.

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Identify 3-5 companies in a similar industry.
Subscribe to their email lists and collect their emails.
Analyze their email frequency, design, and content.
Document your findings and identify best practices.

Four other activities

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Design a Welcome Email Series

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Apply your knowledge of email marketing principles to create a compelling welcome series that engages new subscribers.

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Define the target audience and goals of the welcome series.
Outline the content and sequence of 3-5 welcome emails.
Design the email templates using a tool like Mailchimp.
Write compelling copy and include a clear call to action.

A/B Test Subject Lines

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Improve your ability to write effective subject lines by practicing A/B testing techniques.

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Choose an email you've recently sent.
Create two variations of the subject line.
Send the email to a small segment of your audience.
Analyze the open rates and click-through rates.
Document your findings and apply them to future campaigns.

Build an Email Marketing Report

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Demonstrate your understanding of email marketing metrics by creating a comprehensive report analyzing campaign performance.

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Select a recent email marketing campaign.
Gather data on key metrics like open rate, click-through rate, and conversion rate.
Analyze the data and identify trends and insights.
Create a report summarizing your findings and recommendations.

Read 'Email Marketing Rules' by Chad White

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Deepen your understanding of email marketing best practices and strategies by studying a comprehensive guide.

View Email Marketing Rules: Frameworks & Checklists... on Amazon

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Obtain a copy of 'Email Marketing Rules' by Chad White.
Read the book, focusing on areas relevant to your current projects.
Apply the best practices to your email marketing campaigns.

Career center

Learners who complete Email Marketing will develop knowledge and skills that may be useful to these careers:

Email Marketing Manager

An Email Marketing Manager is responsible for the planning, execution, and optimization of email campaigns, and this course directly addresses these needs. The course's content, which covers creating, designing, and optimizing email campaigns, is valuable for an email marketing manager. In particular, the sections on developing growth-focused strategies, mastering Mailchimp for audience management, and implementing advanced automation are all directly relevant to the work done by an email marketing manager. Understanding how to use A/B testing, as taught in the course, is also a key benefit.

See salaries and explore the career path for Email Marketing Manager

Digital Marketing Specialist

A Digital Marketing Specialist utilizes various online channels to promote products or services, and email marketing is a key component of this work. This course on email marketing provides the necessary skills to develop and execute effective email campaigns, manage audiences, and optimize strategies through A/B testing, all of which are essential for a digital marketing specialist. The course's focus on creating impactful templates and implementing automation techniques is highly relevant to the daily tasks of the role, making this course a good choice for those seeking this kind of work.

See salaries and explore the career path for Digital Marketing Specialist

Marketing Specialist

A Marketing Specialist is involved in various aspects of marketing, and email marketing is a critical tool they may utilize. This course will help a marketing specialist learn to create and optimize email campaigns, manage audiences, and use automation effectively. By covering the fundamentals of email marketing and delving into advanced techniques like A/B testing, this course is a strong choice for a marketing specialist. This course will equip them with the skills to execute email marketing strategies.

See salaries and explore the career path for Marketing Specialist

Customer Relationship Manager

A Customer Relationship Manager focuses on building customer loyalty and engagement, and email marketing is a key tool for this work. This course is valuable because it covers the fundamentals of email marketing, and also delves into creating targeted messages, managing audiences, and using A/B testing. The course's emphasis on implementing automation is also essential for a customer relationship manager to effectively maintain communication with a customer base. This course provides a concrete way for a customer relationship manager to improve customer engagement.

See salaries and explore the career path for Customer Relationship Manager

Freelance Marketing Consultant

A Freelance Marketing Consultant provides marketing services to multiple clients, and email marketing is an essential tool that they use. This course is practical because it provides an understanding of email marketing fundamentals, to creating email templates, to implementing automations. The course’s emphasis on A/B testing is useful for a consultant to demonstrate results to clients. This course provides a freelance consultant with a thorough understanding of a marketable skill.

See salaries and explore the career path for Freelance Marketing Consultant

Marketing Coordinator

A Marketing Coordinator supports marketing campaigns and activities, and email marketing is often a core responsibility. This course will help a Marketing Coordinator to build a foundation in email marketing, from understanding fundamentals to advanced automation. The course is a practical way to learn how to craft emails, manage audiences, and use A/B testing to drive engagement. The hands-on activities covered in this course help equip a Marketing Coordinator with the skills to contribute meaningfully to email marketing projects, making this course a great choice.

See salaries and explore the career path for Marketing Coordinator

E-commerce Manager

An E-commerce Manager oversees the operations of a business's online store, and email marketing is critical for driving sales and engaging customers. This course will help an e-commerce manager to develop sales and promotional emails, manage audiences, and implement automation, which improves marketing. The practical skills gained from this course, such as creating newsletters, and optimizing campaigns with A/B testing, are directly applicable to the daily operations of an ecommerce manager. An e-commerce manager will find this course useful for improving customer engagement.

See salaries and explore the career path for E-commerce Manager

Content Marketing Specialist

A Content Marketing Specialist creates and manages content across different platforms, and email marketing is a key tool for content distribution. This course on email marketing helps a content marketing specialist create and manage email content, from understanding the fundamentals to designing compelling templates. The course's emphasis on developing growth-focused strategies and using automation techniques is essential for a content marketing specialist seeking to engage their audience. Knowledge of email marketing best practices from this course provides a practical advantage to a content marketing specialist.

See salaries and explore the career path for Content Marketing Specialist

Sales Development Representative

A Sales Development Representative initiates contact with potential clients, and email is often a key channel for outreach. This course will help a sales development representative craft effective welcome and sales emails, manage lead lists, and automate follow-ups. The focus of this course on using Mailchimp and implementing automation provides a practical way to improve outreach effectiveness. The skills learned in this course on developing growth focused strategies make this course a strong choice for a sales development representative seeking to enhance their communications.

See salaries and explore the career path for Sales Development Representative

Communications Specialist

A Communications Specialist manages internal and external communications, where email is a vital channel. This course prepares a communications specialist to craft and execute email campaigns, build targeted lists, and optimize strategies through A/B testing. The course’s focus on understanding the fundamentals, creating impactful templates, and implementing advanced automation, will be useful to a communications specialist. A communications specialist may take this course to improve their email marketing skills.

See salaries and explore the career path for Communications Specialist

Marketing Analyst

A Marketing Analyst analyzes campaign performance and provides insights to improve marketing strategies. This course may be useful because the focus on A/B testing and campaign optimization gives them tools to analyze email marketing data, assess what works, and provide recommendations to drive growth. While a marketing analyst’s role is not to execute campaigns, understanding email marketing fundamentals, as taught in the course, builds a strong foundation for this role. This course, which emphasizes performance and analysis, may enhance a marketing analyst’s ability to understand marketing data.

See salaries and explore the career path for Marketing Analyst

Social Media Manager

While a Social Media Manager focuses on social media platforms, email marketing often works in tandem with social media strategies, so this course may be useful. The knowledge of email marketing fundamentals, creating engaging emails, and using automation covered in this course will provide a social media manager with a broader understanding of digital marketing. This course’s focus on developing strategies and optimizing campaigns provides a strong foundation for a social media manager to create a cohesive marketing strategy.

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Brand Manager

A Brand Manager oversees the brand's image and strategy, and email marketing may be a component of this. This course may be helpful by providing a brand manager with the ability to learn direct customer engagement through email campaigns, from simple newsletters to automated sales sequences. Understanding how to optimize emails and track their performance, as covered in this course, provides valuable insights. This course may be helpful for brand managers to add email marketing know-how to their marketing toolbox.

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Public Relations Specialist

A Public Relations Specialist focuses on managing a company's image, and email marketing can be a key channel for this work. This course may be useful as it provides an understanding of email marketing fundamentals such as crafting effective messages and using automation tools. Understanding how to build and manage lists and create targeted emails, as addressed in this course, is helpful for a public relations specialist. This course may broaden a public relations specialist's understanding of digital communication.

See salaries and explore the career path for Public Relations Specialist

Search Marketing Specialist

A Search Marketing Specialist focuses on improving online visibility through search engines, and this course may be useful in expanding their digital marketing skill set. While this role focuses on Search Engine Optimization and Search Engine Marketing, this course will help a search marketing specialist to understand email marketing fundamentals and its role in the broader marketing landscape. This course may be helpful for a search marketing specialist to use email marketing to complement their SEO and SEM strategies.

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Email Marketing

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