Email Marketing Mastery Course

Course Overview

Duration: 8-10 weeks
Level: Beginner to Intermediate
Prerequisites: Basic understanding of digital marketing
Course Description: Master the art and science of email marketing to build engaged audiences, drive conversions, and maximize ROI through strategic campaigns.

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Section 1: Email Marketing Fundamentals

Lesson 1.1: Introduction to Email Marketing

• What is email marketing and why it matters
• Email marketing statistics and ROI potential
• Overview of the email marketing ecosystem
• Permission-based marketing principles
• Quiz: Email Marketing Basics (5 questions)

Lesson 1.2: Types of Email Campaigns

• Welcome emails and onboarding sequences
• Newsletter campaigns
• Promotional emails
• Transactional emails
• Re-engagement campaigns
• Assignment: Identify email types in your inbox

Lesson 1.3: Understanding Email Marketing Laws

• CAN-SPAM Act requirements
• GDPR compliance for email marketing
• CASL (Canadian Anti-Spam Legislation)
• Best practices for legal compliance
• Consent and opt-in requirements
• Quiz: Legal Compliance (10 questions)

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Section 2: Building Your Email List

Lesson 2.1: List Building Strategies

• Organic list building techniques
• Lead magnets that convert
• Opt-in form best practices
• Landing page optimization
• Pop-ups and timing strategies
• Assignment: Create a lead magnet concept

Lesson 2.2: List Segmentation Basics

• Why segmentation matters
• Demographic segmentation
• Behavioral segmentation
• Psychographic segmentation
• Creating buyer personas
• Quiz: Segmentation Strategies (8 questions)

Lesson 2.3: Managing Your Email List

• List hygiene best practices
• Handling bounces and unsubscribes
• Re-engagement strategies
• Sunset policies for inactive subscribers
• Database management tools
• Assignment: Design a list management workflow

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Section 3: Email Service Providers (ESPs)

Lesson 3.1: Choosing an ESP

• Popular ESP platforms comparison (Mailchimp, ConvertKit, ActiveCampaign, etc.)
• Key features to look for
• Pricing structures and scalability
• Integration capabilities
• Quiz: ESP Selection Criteria (6 questions)

Lesson 3.2: ESP Setup and Configuration

• Account setup walkthrough
• Domain authentication (SPF, DKIM, DMARC)
• Creating contact lists
• Setting up custom fields
• Integration with your website
• Assignment: Set up a test ESP account

Lesson 3.3: Email Templates and Design Tools

• Using pre-built templates
• Drag-and-drop editors
• Custom HTML templates
• Responsive design principles
• Template libraries and resources
• Assignment: Create your first email template

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Section 4: Email Design and Copywriting

Lesson 4.1: Email Design Principles

• Visual hierarchy and layout
• Color psychology in email
• Typography and readability
• Images and graphics optimization
• Mobile-first design approach
• Dark mode considerations
• Quiz: Design Best Practices (10 questions)

Lesson 4.2: Writing Compelling Subject Lines

• Subject line formulas that work
• A/B testing subject lines
• Avoiding spam trigger words
• Personalization techniques
• Emoji usage guidelines
• Length and character limits
• Assignment: Write 10 subject line variations

Lesson 4.3: Email Copywriting Essentials

• Writing for scanability
• The AIDA framework (Attention, Interest, Desire, Action)
• Personalization and dynamic content
• Call-to-action (CTA) best practices
• Storytelling in emails
• Voice and tone consistency
• Assignment: Write a complete email campaign

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Section 5: Email Automation and Workflows

Lesson 5.1: Introduction to Email Automation

• Benefits of email automation
• Types of automated campaigns
• Trigger-based vs. time-based automation
• Workflow mapping basics
• Quiz: Automation Fundamentals (8 questions)

Lesson 5.2: Building Welcome Series

• Welcome email sequence structure
• Onboarding best practices
• Setting expectations
• Progressive profiling techniques
• Assignment: Design a 5-email welcome series

Lesson 5.3: Advanced Automation Workflows

• Cart abandonment sequences
• Post-purchase follow-ups
• Lead nurturing campaigns
• Birthday and anniversary emails
• Behavioral triggers and conditions
• Assignment: Create an advanced workflow diagram

Lesson 5.4: Drip Campaigns and Sequences

• Drip campaign strategy
• Educational email series
• Product launch sequences
• Webinar promotion workflows
• Quiz: Automation Strategies (12 questions)

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Section 6: Deliverability and Technical Optimization

Lesson 6.1: Understanding Email Deliverability

• Inbox vs. spam folder factors
• Sender reputation and IP warming
• Authentication protocols (SPF, DKIM, DMARC)
• ISP filtering mechanisms
• Blacklists and how to avoid them
• Quiz: Deliverability Basics (10 questions)

Lesson 6.2: Technical Optimization

• HTML email coding best practices
• Testing across email clients
• Alt text and accessibility
• File size optimization
• Link tracking and UTM parameters
• Assignment: Audit an email for technical issues

Lesson 6.3: Avoiding Spam Filters

• Common spam trigger words and phrases
• Content-to-image ratio
• Sender name and email address best practices
• Frequency and timing considerations
• List engagement signals
• Quiz: Spam Prevention (8 questions)

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Section 7: Analytics and Performance Optimization

Lesson 7.1: Key Email Marketing Metrics

• Open rates and what influences them
• Click-through rates (CTR)
• Conversion rates
• Bounce rates (hard vs. soft)
• Unsubscribe rates
• List growth rate
• Revenue per email (RPE)
• Quiz: Understanding Metrics (10 questions)

Lesson 7.2: A/B Testing Strategies

• Elements to test (subject lines, CTAs, design, timing)
• Statistical significance
• Test duration and sample sizes
• Implementing test results
• Multivariate testing
• Assignment: Plan and execute an A/B test

Lesson 7.3: Data Analysis and Reporting

• Setting up tracking and analytics
• Google Analytics integration
• Creating performance dashboards
• Identifying trends and patterns
• Reporting to stakeholders
• Assignment: Create a monthly email marketing report

Lesson 7.4: Optimization Techniques

• Send time optimization
• Frequency testing
• Re-engagement campaigns
• List cleaning strategies
• Continuous improvement processes
• Quiz: Optimization Strategies (12 questions)

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Section 8: Advanced Email Marketing Strategies

Lesson 8.1: Personalization and Dynamic Content

• Personalization beyond first names
• Dynamic content blocks
• Product recommendations
• Location-based content
• Behavioral personalization
• Assignment: Create a personalized email campaign

Lesson 8.2: E-commerce Email Marketing

• Product announcement emails
• Cross-sell and upsell strategies
• Post-purchase sequences
• Customer loyalty programs
• Review and feedback requests
• Quiz: E-commerce Strategies (10 questions)

Lesson 8.3: Email Marketing for B2B

• B2B vs. B2C considerations
• Lead scoring and qualification
• Account-based marketing (ABM)
• Sales enablement through email
• Long sales cycle nurturing
• Assignment: Develop a B2B email strategy

Lesson 8.4: Integration with Other Channels

• Email and social media integration
• SMS and email coordination
• Retargeting campaign alignment
• Omnichannel marketing strategies
• Quiz: Multi-channel Integration (8 questions)

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Section 9: Campaign Planning and Strategy

Lesson 9.1: Creating an Email Marketing Calendar

• Planning seasonal campaigns
• Editorial calendar structure
• Balancing promotional and value content
• Campaign scheduling tools
• Assignment: Build a 3-month email calendar

Lesson 9.2: Campaign Strategy Development

• Setting SMART goals
• Audience research and targeting
• Message architecture
• Resource allocation
• Budget planning
• Quiz: Strategic Planning (10 questions)

Lesson 9.3: Email Marketing for Different Industries

• Retail and e-commerce
• SaaS and technology
• Healthcare and wellness
• Education and training
• Non-profit organizations
• Assignment: Case study analysis

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Section 10: Professional Email Marketing

Lesson 10.1: Client Management and Reporting

• Managing multiple clients
• Setting expectations
• Performance reporting
• Communication best practices
• Quiz: Professional Practices (8 questions)

Lesson 10.2: Staying Current with Trends

• Industry publications and resources
• Email marketing conferences
• Professional certifications
• Networking and communities
• Future of email marketing

Lesson 10.3: Building Your Email Marketing Career

• Career paths in email marketing
• Portfolio development
• Resume and interview tips
• Freelancing vs. agency vs. in-house
• Assignment: Create your email marketing portfolio

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Final Project: Complete Email Marketing Campaign

Project Requirements:

• Define campaign goals and target audience
• Create a lead magnet and opt-in strategy
• Design email templates (minimum 3)
• Write copy for a 5-email sequence
• Set up automation workflow
• Define success metrics and KPIs
• Create a testing and optimization plan
• Present strategy document and executed campaign

Deliverables:

1. Campaign strategy document (2-3 pages)
2. Email designs and copy (5 emails minimum)
3. Workflow diagram
4. Analytics dashboard mockup
5. Video presentation (10-15 minutes)

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Course Resources

Downloadable Materials:

• Email marketing checklist
• Subject line swipe file (100+ examples)
• Email template library
• Legal compliance checklist
• Metrics tracking spreadsheet
• Campaign planning worksheet
• ESP comparison chart
• Segmentation worksheet

Recommended Tools:

• Email service providers (trial accounts)
• Design tools (Canva, Figma)
• Testing tools (Litmus, Email on Acid)
• Analytics platforms

Additional Reading:

• Weekly industry news roundups
• Case study library
• Best practice guides
• Template galleries

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Assessment Structure

Quizzes: 15 quizzes throughout course (60% passing required)
Assignments: 12 practical assignments
Final Project: Comprehensive email marketing campaign (40% of final grade)
Participation: Engagement in discussions and peer reviews

Grading Breakdown:

• Quizzes: 30%
• Assignments: 30%
• Final Project: 35%
• Participation: 5%

Certificate Requirements:

• Complete all lessons
• Pass all quizzes with 60% or higher
• Submit all assignments
• Complete final project with 70% or higher

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Course Duration and Pacing

Self-Paced Option: Complete within 6 months
Guided Cohort: 10 weeks with weekly live sessions
Estimated Time Commitment: 5-7 hours per week

Instructor Support

• Weekly office hours (live Q&A)
• Discussion forum access
• Email support (48-hour response time)
• Peer review community
• Monthly live workshops