Think Outside the Inbox: Email Marketing

This course is part of Google Digital Marketing & E-commerce Professional Certificate

What you’ll learn

• Understand how email marketing fits into a digital marketing strategy
• Write effective email copy, subject lines, and preview text
• Test, execute, and optimize an email marketing campaign
• Measure and analyze email campaign results

Modules in this course

1. 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. 
2. 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.
3. 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. 
4. 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
5. 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.