Email Marketing Campaigns Course

Lesson 1 • Key Metrics and Industry Benchmarks

Introduces open rate, click-through rate, conversion rate, and unsubscribe rate. Connects metric tracking to performance evaluation throughout the course.

Lesson 2 • Regulatory and Ethical Foundations

Covers consent requirements, opt-in standards, and anti-spam principles. Ensures compliant practices underpin every campaign built in later chapters.

Lesson 3 • Email Marketing Overview and Value

Defines email marketing and its position within the broader digital mix. Establishes why ROI and direct audience access make it a priority channel.

Lesson 1 • List Growth Strategies

Covers lead magnets, sign-up forms, and landing pages as primary acquisition tools. Ties growth tactics to long-term list quality.

Lesson 2 • Double Opt-In and Confirmation Flows

Details the double opt-in process and confirmation email design. Demonstrates how confirmed consent reduces spam complaints and improves list quality.

Lesson 3 • List Hygiene and Maintenance

Addresses bounce management, duplicate removal, and re-engagement workflows. Clean lists protect sender reputation and deliverability.

Lesson 1 • Email Body Copy Structure

Covers the inverted pyramid, scannable formatting, and tone alignment. Connects copy structure to reader psychology and conversion goals.

Lesson 2 • Calls to Action That Convert

Focuses on CTA placement, wording, and visual hierarchy. Strong CTAs are positioned as the bridge between copy and campaign conversion goals.

Lesson 3 • Subject Lines and Preheader Text

Teaches techniques for writing subject lines that maximize open rates. Preheader text is framed as a second subject line that reinforces the hook.

Lesson 4 • Personalization and Dynamic Content

Introduces merge tags, conditional content blocks, and behavioral triggers. Personalization is shown to increase relevance and reduce unsubscribes.

Lesson 1 • Email Design Principles

Establishes visual hierarchy, whitespace, and brand consistency as design foundations. Connects design decisions directly to readability and click behavior.

Lesson 2 • Rendering and Cross-Client Testing

Addresses email client rendering differences and pre-send testing workflows. Systematic testing prevents broken layouts from reaching subscribers.

Lesson 3 • Mobile-Responsive Design

Covers single-column layouts, fluid images, and touch-friendly CTAs. Mobile-first design is framed as essential given majority mobile open rates.

Lesson 4 • HTML and Plain-Text Email Basics

Introduces HTML email structure, inline CSS, and plain-text alternatives. Students understand why both versions are required for deliverability.

Lesson 1 • Choosing an Email Service Provider

Compares ESP features, pricing models, and scalability factors. Criteria-based selection ensures the platform fits business size and campaign complexity.

Lesson 2 • Behavioral and Lifecycle Automations

Covers cart abandonment, browse abandonment, and post-purchase flows. Behavioral triggers connect subscriber actions to timely, relevant follow-up.

Lesson 3 • ESP Setup and Configuration

Covers domain authentication, sender profiles, and list import procedures. Proper setup is the prerequisite for deliverability covered in Chapter 6.

Lesson 4 • Automation Workflows and Triggers

Explains trigger-based automation, workflow logic, and branching conditions. Automation reduces manual effort while increasing message relevance.

Lesson 1 • Diagnosing and Fixing Deliverability Issues

Provides a systematic approach to identifying bounce spikes, blacklistings, and filtering problems. Structured diagnosis leads to faster resolution.

Lesson 2 • How Email Deliverability Works

Explains the delivery pipeline from send to inbox, including ISP filtering logic. Understanding the pipeline is the basis for all deliverability improvements.

Lesson 3 • List Warm-Up and Volume Scaling

Details IP warm-up schedules and gradual volume ramp-up strategies. Warm-up prevents reputation damage when launching new sending infrastructure.

Lesson 4 • Sender Reputation Management

Addresses IP reputation, domain reputation, and complaint rate thresholds. Reputation scores directly determine inbox placement rates.

Lesson 1 • Post-Send Monitoring and Rapid Response

Establishes monitoring routines for the first hours after send. Early detection of deliverability or content issues enables rapid corrective action.

Lesson 2 • Content Calendar and Send Scheduling

Covers editorial calendar creation, send frequency decisions, and timing optimization. Consistent scheduling builds audience expectation and engagement habits.

Lesson 3 • Campaign Build and QA Workflow

Walks through the end-to-end build process including copy, design, and link checks. A repeatable QA workflow prevents costly errors at send time.

Lesson 4 • Campaign Strategy and Goal Setting

Aligns campaign objectives with business goals using SMART criteria. Clear goals determine the metrics used to evaluate success in Chapter 8.

Lesson 1 • A/B Testing Fundamentals

Covers hypothesis formation, variable isolation, and statistical significance. Rigorous test design prevents false conclusions from small sample sizes.

Lesson 2 • What to Test in Email Campaigns

Catalogs high-impact test elements including subject lines, CTAs, send times, and layouts. Prioritization ensures testing effort targets the biggest performance levers.

Lesson 3 • Continuous Optimization Frameworks

Introduces iterative optimization cycles and a test-learn-apply methodology. Systematic optimization compounds performance gains across campaigns over time.

Lesson 4 • Email Analytics and Reporting

Builds a reporting framework using ESP dashboards and external analytics tools. Consistent reporting connects email activity to broader business outcomes.