E-Commerce Marketing and Email Campaigns Course

Lesson 1 • Mapping the Customer Journey

Teaches how to visualise touchpoints from awareness to post-purchase. Provides a journey map template used in later campaign planning.

Lesson 2 • The E-Commerce Marketing Landscape

Defines e-commerce marketing and its role in driving online revenue. Establishes the vocabulary and framework used throughout the course.

Lesson 3 • Setting Marketing Goals and Budgets

Covers SMART goal frameworks and budget allocation models for e-commerce. Ensures students can justify spend decisions with data.

Lesson 1 • Audience Data Management and Privacy

Explains responsible data collection, storage, and consent practices. Prepares students to build audiences that comply with consumer privacy expectations.

Lesson 2 • Primary and Secondary Research Methods

Introduces qualitative and quantitative research tools for audience discovery. Grounds segmentation work in real customer data rather than assumptions.

Lesson 3 • Segmentation Strategies for E-Commerce

Covers behavioural, geographic, and value-based segmentation models. Enables precise targeting that improves conversion rates and reduces wasted spend.

Lesson 1 • Content Marketing for E-Commerce

Explores blog posts, buying guides, and video scripts that attract and nurture shoppers. Connects content assets to the customer journey stages defined earlier.

Lesson 2 • Brand Voice and Messaging Consistency

Establishes how to define and document a brand voice for consistent cross-channel messaging. Prevents fragmented communication that erodes customer trust.

Lesson 3 • Product Page Copywriting

Teaches how to write titles, descriptions, and bullet points that rank and convert. Directly impacts on-site conversion rates and organic search visibility.

Lesson 4 • Ad Copy for Paid Channels

Covers short-form copy for search, display, and social ads. Teaches character-limit discipline and message-to-audience matching.

Lesson 1 • Email Channel Strategy and Economics

Positions email within the broader marketing mix and quantifies its revenue potential. Establishes why email remains the highest-ROI channel for e-commerce.

Lesson 2 • Choosing and Configuring an Email Platform

Guides platform selection based on list size, automation needs, and integrations. Covers essential account setup steps before any campaign is launched.

Lesson 3 • Core E-Commerce Email Campaign Types

Introduces welcome series, promotional blasts, and transactional emails. Gives students a complete map of the campaigns built in later chapters.

Lesson 4 • Email Compliance and Sender Reputation

Explains anti-spam regulations, unsubscribe requirements, and sender authentication. Protects deliverability and ensures legal operation of the email programme.

Lesson 1 • Deliverability Mechanics and Inbox Placement

Explains how ISPs filter email and what senders can do to reach the inbox. Builds on the compliance foundation from the previous chapter.

Lesson 2 • Subject Line and Preheader Optimisation

Covers the science and art of writing subject lines that drive opens. Directly impacts the first metric in the email performance chain.

Lesson 3 • Responsive and Mobile-First Templates

Teaches template construction that adapts to any screen size. Addresses the majority of opens that occur on mobile devices.

Lesson 4 • Email Testing Before Sending

Establishes a pre-send QA checklist covering rendering, links, and personalisation. Prevents costly errors that damage brand credibility and deliverability.

Lesson 1 • Abandoned Cart and Browse Recovery

Covers the highest-ROI automation in e-commerce: recovering lost purchase intent. Teaches timing, copy, and incentive strategies for cart and browse abandonment.

Lesson 2 • Win-Back and Sunset Campaigns

Addresses lapsed subscribers with re-engagement sequences and list pruning logic. Protects sender reputation while recovering recoverable customers.

Lesson 3 • Welcome and Onboarding Sequences

Builds multi-step welcome flows that convert new subscribers into first-time buyers. Applies persona and messaging work from earlier chapters.

Lesson 4 • Automation Logic and Workflow Design

Introduces trigger-based logic, branching conditions, and timing rules. Provides the structural thinking needed before building any automated flow.

Lesson 1 • Paid Social Advertising

Covers audience targeting, creative formats, and campaign objectives on social platforms. Applies persona and segmentation work to paid social audience building.

Lesson 2 • Search Engine Optimisation for E-Commerce

Covers on-page, technical, and link-building SEO specific to product and category pages. Builds long-term organic traffic that reduces paid acquisition dependency.

Lesson 3 • Affiliate and Influencer Traffic Channels

Introduces performance-based traffic sources including affiliate networks and influencer partnerships. Covers commission structures and tracking requirements.

Lesson 4 • Retargeting and Remarketing Strategies

Designs pixel-based and list-based retargeting campaigns that recapture lost visitors. Integrates with email automation flows for a unified recovery strategy.

Lesson 1 • Reporting and Strategic Decision-Making

Builds executive-ready dashboards and teaches how to translate data into strategic recommendations. Prepares students for stakeholder reporting in professional settings.

Lesson 2 • E-Commerce Analytics Setup

Configures tracking infrastructure for accurate attribution across all channels. Ensures every campaign decision is backed by reliable data.

Lesson 3 • A/B and Multivariate Testing

Teaches experimental design, sample size calculation, and result interpretation. Prevents false conclusions that lead to poor optimisation decisions.

Lesson 4 • Key Email and Campaign Metrics

Defines and interprets open rate, click rate, revenue per email, and ROAS. Connects each metric to a specific optimisation lever.