Think Outside the Inbox: Email Marketing from Coursera

Think Outside the Inbox: Email Marketing is the fourth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty. In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

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

- Write effective preview text and subject lines using best practices

- Create email marketing automation and workflows

- Build and maintain email lists

- Write effective email copy

- Conduct contact management and list segmentation

- Employ best practices to handle personally identifiable information, or PII, and user data safely

- Measure and analyze email campaign results

What's inside

Syllabus

Introduction to think outside the inbox: email marketing

You will explore what email marketing is, how it works, and why it’s useful. You’ll also learn the importance of email marketing to meet business goals. Then, you’ll use the PESTLE and SWOT frameworks to set SMART email marketing goals. To wrap up module 1, you’ll learn best practices in email marketing and how to apply them.

Types of email marketing

You will examine the most common types of marketing emails. First, you’ll learn about emails that greet customers, like acquisition emails and welcome emails. Next, you’ll learn about emails that entice subscribers, such as newsletters and promotional emails. You’ll focus on emails that keep customers, known as retention emails. Then, you’ll explore how to craft catchy email copy, write sample subject lines, and create preview text for marketing emails.

Useful tools for email marketing

You will learn about useful tools for email marketing. You’ll determine how to create and segment email lists. You’ll also learn how to write effective emails that engage with customers. After that, you'll explore email marketing tools like HubSpot and Mailchimp and learn how they work. Then, you’ll explore crisis management and how to correct mistakes in email marketing.

Collect and analyze email campaign data

You will learn about the key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more. You’ll examine how to measure, track, and analyze email campaign results. Then, you’ll learn how to effectively present email campaign results to stakeholders by creating an email marketing campaign report.

Run your own email marketing campaign

You will create, manage, track, and complete a mock email marketing campaign. You’ll be given a fictional business to build the email campaign around, and you’ll employ all the strategies, tools, and tricks you’ve learned during this course to complete the campaign. First, you’ll set SMART goals for your campaign. Then, you’ll segment your email list and complete an email series. Finally, you’ll complete the campaign and end the course by analyzing the results of the campaign and presenting them to stakeholders.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills that are core to the discipline of digital marketing and e-commerce

Teaches the intricacies of email marketing

Explores practical applications of email campaigns

Taught by industry professionals with hands-on experience

Covers essential aspects of email marketing including strategy, execution, and analysis

Provides practical examples and activities to reinforce learning

Career center

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

Email Marketing Specialist

An Email Marketing Specialist is responsible for creating, implementing, and managing email marketing campaigns. This course can help someone in this role develop the skills and knowledge needed to create effective email campaigns, including how to segment email lists and write compelling email copy.

See salaries and explore the career path for Email Marketing Specialist

Email Marketing Manager

An Email Marketing Manager develops, plans, and executes email marketing campaigns for businesses and organizations. This course may be useful for someone in this role as it covers topics such as creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns.

See salaries and explore the career path for Email Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning, executing, and analyzing digital marketing campaigns across various channels, including email. This course can help build a foundation for someone in this role by providing a comprehensive overview of email marketing, including how to create effective email campaigns and measure their success.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

An E-commerce Manager is responsible for planning, executing, and analyzing e-commerce strategies. This course may be helpful for someone in this role as it covers topics such as creating effective email marketing campaigns.

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

Marketing Communications Manager

A Marketing Communications Manager is responsible for developing and executing marketing communications strategies that align with business objectives. This course may be helpful for someone in this role as it covers topics such as creating effective email copy and writing compelling subject lines.

See salaries and explore the career path for Marketing Communications Manager

Content Marketing Manager

A Content Marketing Manager is responsible for planning, creating, and distributing content that is valuable and engaging to a target audience. This course may be useful for someone in this role as it covers topics such as writing effective email copy and creating compelling subject lines.

See salaries and explore the career path for Content Marketing Manager

Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses and organizations. This course may be useful for someone in this role as it covers a wide range of marketing topics, including email marketing.

See salaries and explore the career path for Marketing Consultant

Entrepreneur

An Entrepreneur starts and manages their own business. This course may be useful for someone in this role as it covers topics such as creating an email marketing strategy and executing email campaigns.

See salaries and explore the career path for Entrepreneur

Product Marketing Manager

A Product Marketing Manager is responsible for developing and executing marketing strategies for a product or service. This course may be useful for someone in this role as it covers topics such as creating effective email marketing campaigns.

See salaries and explore the career path for Product Marketing Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing data to improve marketing campaigns. This course may be useful for someone in this role as it covers topics such as measuring and analyzing email campaign results.

See salaries and explore the career path for Marketing Analyst

Freelance Writer

A Freelance Writer creates written content for a variety of clients, including businesses, organizations, and individuals. This course may be useful for someone in this role as it covers topics such as writing effective email copy and creating compelling subject lines.

See salaries and explore the career path for Freelance Writer

Customer Relationship Manager (CRM)

A Customer Relationship Manager (CRM) is responsible for managing relationships with customers to improve customer satisfaction and loyalty. This course may be useful for someone in this role as it covers topics such as creating effective email marketing campaigns.

See salaries and explore the career path for Customer Relationship Manager (CRM)

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and reputation. This course may be useful for someone in this role as it covers topics such as writing effective email copy and creating compelling subject lines.

See salaries and explore the career path for Brand Manager

Social Media Marketing Manager

A Social Media Marketing Manager is responsible for developing and executing social media marketing strategies. This course may be helpful for someone in this role as it covers topics such as creating effective email copy and writing compelling subject lines.

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

Public relations manager

A Public Relations Manager is responsible for managing the public image of a company or organization. This course may be useful for someone in this role as it covers topics such as writing effective email copy and creating compelling subject lines.

See salaries and explore the career path for Public relations manager

Think Outside the Inbox

Email Marketing

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