Pense fora da caixa (de entrada): e-mail marketing from Coursera

Pense fora da caixa (de entrada): e-mail marketing é o quarto dos sete cursos do Certificado de Marketing Digital e E-commerce do Google. Este curso abordará como realizar uma campanha de e-mail marketing bem-sucedida. O e-mail marketing é um dos canais de marketing digital mais antigos e comprovados, e é um componente essencial de qualquer estratégia geral de marketing digital. O e-mail é um canal principal para muitas empresas alcançarem seus clientes atuais, incentivarem a interação com a empresa, impulsionarem compras e fidelizarem clientes. Neste curso, você descobrirá o e-mail marketing e verá tópicos como: criar uma estratégia de e-mail marketing, realizar campanhas de e-mail e medir os resultados dessas campanhas. Você também aprenderá a usar listas de e-mail e a empregar automação e fluxos de trabalho.

Os colaboradores do Google que trabalham atualmente na área serão seus guias, fornecendo atividades práticas e exemplos que simulam tarefas comuns de marketing digital e e-commerce, mostrando algumas das melhores ferramentas e recursos usados no trabalho.

Os alunos que concluírem os sete cursos deste programa terão os recursos de que precisam para se candidatar a vagas de trabalho de marketing digital e e-commerce para iniciantes. Nenhuma experiência anterior é necessária.

Ao final deste curso, você será capaz de:

– Escrever prévias de texto eficazes e linhas de assunto com base nas práticas recomendadas

– Criar automação de e-mail marketing e fluxos de trabalho

– Criar e manter listas de e-mail

– Escrever um copy de e-mail eficaz

– Gerenciar contatos e segmentar listas

– Usar as práticas recomendadas para lidar com informações que permitem identificação pessoal, ou PII, e dados do usuário com segurança

– Medir e analisar os resultados da campanha de e-mail

What's inside

Syllabus

Introdução a "Pense fora da caixa (de entrada): e-mail marketing"

Você vai explorar o que é e-mail marketing, como funciona e por que é útil. Também aprenderá a importância do e-mail marketing para atingir os objetivos do negócio. Depois, usará as análises PESTLE e SWOT para definir objetivos SMART de e-mail marketing. Para concluir a semana 1, você aprenderá as melhores práticas de e-mail marketing e como aplicá-las.

Tipos de e-mail marketing

Você examinará os tipos mais comuns de e-mail marketing. Primeiro, você aprenderá sobre os e-mails que saúdam os clientes, tais como os e-mails de aquisição e os e-mails de boas-vindas. Em seguida, você aprenderá sobre e-mails que atraem assinantes, tais como as newsletters e os e-mails promocionais. Você se concentrará nos e-mails que retêm os clientes, conhecidos como e-mails de retenção. Depois, você aprenderá a criar uma copy de e-mail cativante, escrever linhas de assunto de exemplo e criar uma pré-visualização de texto para e-mails marketing.

Ferramentas úteis para e-mail marketing

Você aprenderá sobre ferramentas úteis para e-mail marketing. Você determinará como criar e segmentar listas de e-mail. Você também aprenderá a escrever e-mails eficazes que engajem os clientes. Depois disso, você conhecerá mais a fundo algumas ferramentas de e-mail marketing, como HubSpot e Mailchimp e aprenderá como elas funcionam. Em seguida, você descobrirá a gestão de crises e aprenderá a corrigir erros de e-mail marketing.

Coletar e analisar dados da campanha de e-mail

Você aprenderá sobre as principais métricas de e-mail marketing, como taxa de abertura, taxa de cliques, taxa de cancelamento de assinatura, taxa de reclamação, taxa de conversão, taxa de rejeição e muito mais. Você examinará como medir, monitorar e analisar os resultados da campanha de e-mail. Na sequência, aprenderá a apresentar efetivamente os resultados da campanha de e-mail às partes interessadas, criando um relatório de campanha de e-mail marketing.

Crie sua própria campanha de e-mail marketing

Você vai criar, gerenciar, acompanhar e finalizar uma campanha de e-mail marketing. Você será responsável por criar uma campanha de e-mail para uma empresa fictícia e poderá aplicar todas as estratégias, ferramentas e truques que aprendeu no curso. O primeiro passo será definir objetivos SMART para a campanha. Depois, você vai segmentar sua lista de contatos e criar uma série de e-mails. Por fim, vai finalizar a campanha e terminar o curso analisando os resultados e fazendo uma apresentação às partes interessadas.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Ensina alunos iniciantes a criar campanhas de e-mail marketing eficazes e mensuráveis

Fornece aos alunos uma compreensão abrangente dos conceitos, ferramentas e práticas de marketing por e-mail

Desenvolve habilidades práticas em automação de e-mail, segmentação de listas e análise de dados

Ensinado por especialistas do Google com experiência do setor

Faz parte de um Certificado mais abrangente em Marketing Digital e E-commerce

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 Pense fora da caixa (de entrada): e-mail marketing with these activities:

Review Email Marketing Concepts

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Start by understanding the basics of email marketing, including key concepts and terminology.

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Define email marketing and its significance.
Explain the different types of email marketing campaigns.
Discuss the benefits and challenges of email marketing.

Connect with Email Marketing Professionals

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Seek guidance and advice from experienced email marketers to enhance your professional growth and learning.

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Identify potential mentors.
Reach out to mentors and schedule informational interviews.
Build relationships with mentors and seek their insights.

Attend Email Marketing Workshops

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Gain exposure to industry best practices and insights by attending workshops and events focused on email marketing.

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Identify relevant workshops and events.
Register and attend the workshops.
Take notes and actively participate in discussions.

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Collaborate with Peers

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Connect with classmates to exchange perspectives, share experiences, and provide feedback.

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Participate in online discussion forums.
Form study groups to review course materials and prepare for assessments.
Attend virtual or in-person meetups to network with other students.

Create Targeted Email Lists

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Practice identifying and segmenting your target audience for email campaigns.

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Describe the importance of segmentation in email marketing.
Apply best practices for building and maintaining email lists.
Demonstrate techniques for segmenting email lists based on demographics, interests, and behavior.

Compose Effective Email Copy

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Develop your skills in crafting persuasive and engaging email copy that resonates with your audience.

Browse courses on Email Copywriting

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Analyze the elements of effective email copywriting.
Write compelling subject lines, pre-headers, and body copy.
Implement email personalization techniques.
Test and refine email copy for optimal results.

Utilize Email Marketing Automation

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Enhance your understanding of email marketing automation tools and techniques.

Browse courses on Email Automation

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Explain the benefits and applications of email marketing automation.
Demonstrate how to set up automated email campaigns.
Identify opportunities to leverage automation for lead nurturing and customer engagement.

Implement an Email Marketing Campaign

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Apply your knowledge and skills to create and execute a comprehensive email marketing campaign from start to finish.

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Define campaign goals and target audience.
Develop an email marketing strategy.
Create and send email campaigns.
Monitor and analyze campaign results.
Refine and optimize campaign based on data insights.

Career center

Learners who complete Pense fora da caixa (de entrada): e-mail marketing will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

The Digital Marketing Manager is responsible for planning, executing, and analyzing digital marketing campaigns. The manager oversees all aspects of digital marketing, including email marketing, social media marketing, and search engine optimization (SEO). They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Digital Marketing Manager

Marketing Manager

The Marketing Manager is responsible for planning, executing, and analyzing marketing campaigns. The manager oversees all aspects of marketing, including email marketing, social media marketing, and search engine optimization (SEO). They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Marketing Manager

Email Marketing Specialist

The Email Marketing Specialist is responsible for planning, executing, and analyzing email marketing campaigns. The specialist ensures that email marketing campaigns are aligned with the company's overall marketing goals and objectives. They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Email Marketing Specialist

Marketing Analyst

The Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing data. The analyst works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Marketing Analyst

Graphic designer

The Graphic Designer is responsible for creating visual content for marketing campaigns. The designer works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Graphic designer

Market Researcher

The Market Researcher is responsible for conducting market research studies. The researcher works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Market Researcher

Brand Manager

The Brand Manager is responsible for developing and executing marketing plans for a company's brand. The manager works with other marketing teams to develop and implement integrated marketing campaigns. They also work with product development teams to ensure that products are aligned with the company's brand identity. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Brand Manager

Product Marketing Manager

The Product Marketing Manager is responsible for developing and executing marketing plans for new and existing products. The manager works with product development teams to ensure that products are marketed effectively to target audiences. They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Product Marketing Manager

Marketing Consultant

The Marketing Consultant is responsible for providing marketing advice to clients. The consultant works with clients to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Marketing Consultant

Content Marketing Manager

The Content Marketing Manager is responsible for planning, creating, and distributing content that is valuable, relevant, and consistent with the company's brand. The manager works with other marketing teams to develop and implement integrated marketing campaigns. They also work with product development teams to ensure that products are aligned with the company's content marketing strategy. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Content Marketing Manager

Copywriter

The Copywriter is responsible for writing marketing copy. The copywriter works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Copywriter

Social Media Marketing Manager

The Social Media Marketing Manager is responsible for planning, executing, and analyzing social media marketing campaigns. The manager oversees all aspects of social media marketing, including content creation, community management, and paid advertising. They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Social Media Marketing Manager

Search Engine Optimization (SEO) Manager

The Search Engine Optimization (SEO) Manager is responsible for planning, executing, and analyzing SEO campaigns. The manager oversees all aspects of SEO, including keyword research, content optimization, and link building. They also work with other marketing teams to develop and implement integrated marketing campaigns. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Search Engine Optimization (SEO) Manager

Data Scientist

The Data Scientist is responsible for collecting, analyzing, and interpreting data. The scientist works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

See salaries and explore the career path for Data Scientist

Web Developer

The Web Developer is responsible for developing and maintaining websites. The developer works with other marketing teams to develop and implement marketing campaigns. They also provide insights on customer behavior and trends. This course may be useful to those wishing to enter this role because it provides a comprehensive overview of email marketing, including topics such as email marketing strategy, email campaign creation, and email campaign measurement.

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Pense fora da caixa (de entrada)

e-mail marketing

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