Email Marketing Basics Course

Lesson 1 • What Email Marketing Actually Is

Defines email marketing beyond basic messaging, covering its commercial, relational, and transactional forms. Grounds students in precise terminology used throughout the course.

Lesson 2 • Key Stakeholders and Team Roles

Identifies who owns, creates, and approves email campaigns inside organisations. Clarifies collaboration points students will encounter in real work environments.

Lesson 3 • Email's Place in the Marketing Mix

Maps email's relationship to social, paid, and content channels. Students understand when email outperforms other channels and when it complements them.

Lesson 1 • Permission-Based List Building Principles

Covers explicit vs. implied consent and why permission quality determines long-term deliverability. Connects ethical list building to sender reputation outcomes.

Lesson 2 • List Hygiene and Ongoing Maintenance

Covers bounce management, unsubscribe processing, and re-engagement before removal. Students understand how list quality directly affects deliverability scores.

Lesson 3 • Compliance Fundamentals for List Management

Introduces anti-spam regulations, unsubscribe requirements, and data retention rules without naming specific laws. Students apply compliant practices in every list-building decision.

Lesson 4 • Opt-In Forms and Lead Magnets

Teaches placement, copy, and design of sign-up forms alongside lead magnet strategy. Students can create high-converting entry points for their lists.

Lesson 1 • Call-to-Action Design and Placement

Covers CTA button copy, visual hierarchy, and strategic placement within the email layout. Students write CTAs that reduce friction and communicate clear next steps.

Lesson 2 • Voice, Tone, and Brand Consistency

Establishes how brand voice translates into email copy across campaign types. Students apply consistent tone guidelines that strengthen subscriber trust over time.

Lesson 3 • Preview Text as a Second Subject Line

Treats preview text as a distinct persuasion layer that extends the subject line's hook. Students learn to write preview text that increases open rates independently.

Lesson 4 • Email Body Copy Structure and Flow

Teaches the inverted pyramid, AIDA, and PAS frameworks adapted for email length constraints. Students structure body copy that moves readers from open to click.

Lesson 1 • Typography and Font Choices

Explains web-safe fonts, fallback stacks, and custom font embedding limitations in email clients. Students select typography that renders consistently and supports readability.

Lesson 2 • Email Design Principles and Hierarchy

Applies visual hierarchy, whitespace, and contrast to guide reader attention through the email. Students understand how design decisions directly support or undermine copy effectiveness.

Lesson 3 • Responsive and Mobile-First Design

Teaches fluid layouts, scalable fonts, and touch-friendly CTAs for mobile rendering. Students design emails that perform on small screens where most opens occur.

Lesson 4 • Image Strategy and Optimisation

Covers image-to-text ratio, alt text, file size, and image-blocking scenarios. Students build emails that communicate effectively even when images are disabled.

Lesson 1 • Dynamic Content and Conditional Blocks

Teaches inserting content blocks that change based on subscriber attributes or behaviour. Students create single campaigns that deliver multiple personalised versions simultaneously.

Lesson 2 • Personalisation Data Quality and Gaps

Addresses incomplete data scenarios and strategies for maintaining personalisation accuracy. Students learn to handle missing fields without degrading the subscriber experience.

Lesson 3 • Segmentation Logic and Criteria

Defines demographic, behavioural, and psychographic segmentation types and when to use each. Students build segment logic that aligns with campaign objectives established earlier.

Lesson 1 • Transactional and Behavioural Automations

Covers order confirmations, cart abandonment, post-purchase, and win-back automations. Students build revenue-generating sequences triggered by specific subscriber actions.

Lesson 2 • Nurture and Drip Sequence Architecture

Teaches content-driven drip sequences that move prospects through awareness to decision stages. Students design branching logic that adapts the sequence based on engagement.

Lesson 3 • Workflow Testing and Ongoing Optimisation

Establishes processes for testing automation logic, timing, and content before and after launch. Students apply iterative improvement methods to live automated sequences.

Lesson 4 • Automation Fundamentals and Trigger Types

Explains time-based, action-based, and event-based triggers that initiate automated sequences. Students map trigger logic to subscriber behaviours identified in earlier chapters.

Lesson 1 • Authentication Protocols and Setup

Covers SPF, DKIM, and DMARC as the technical foundation of sender identity verification. Students understand what each protocol does and how to confirm correct configuration.

Lesson 2 • Sender Reputation Factors and Monitoring

Identifies IP reputation, domain reputation, and engagement signals as the three pillars of sender score. Students monitor reputation metrics and interpret warning signs before problems escalate.

Lesson 3 • Diagnosing and Recovering from Deliverability Issues

Provides a systematic approach to identifying the root cause of inbox placement drops. Students apply corrective actions and track recovery progress using deliverability data.

Lesson 4 • How Email Deliverability Works

Explains the path from send to inbox, including ISP filtering, spam scoring, and folder placement. Students understand why deliverability is a prerequisite for all campaign performance.

Lesson 1 • Building a Continuous Optimisation Framework

Establishes a repeatable process for turning test results and analytics into ongoing campaign improvements. Students create a structured optimisation roadmap that compounds gains over time.

Lesson 2 • Multivariate Testing and Advanced Experiments

Extends A/B testing to multivariate scenarios where multiple elements are tested simultaneously. Students understand when multivariate testing is appropriate and how to interpret factorial results.

Lesson 3 • Send Time and Frequency Optimisation

Analyses how send timing and email frequency affect engagement, fatigue, and unsubscribe rates. Students use data to set optimal cadence for different audience segments.

Lesson 4 • A/B Testing Methodology for Email

Establishes statistically sound A/B testing principles applied to subject lines, content, and send times. Students design tests that produce reliable, actionable results rather than misleading data.