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Email Marketing Course Overview


Email Marketing Course Brochure

Course Highlights

In one day, you will learn:

Key Features

  • Up-to-date, bite-sized course modules
  • Hands-on, interactive, instructor-led
  • Actionable strategies, frameworks, and processes you can implement to new or existing campaigns
  • Comprehensive and structured curriculum
  • Real world examples and case studies
  • Developed and delivered by industry experts
  • Fully equipped, modern training facilities with laptops provided
  • Lifetime access to updated online course materials via the learning portal
  • After-training support provided
  • Complimentary refresher course within one year post training

Course Description

Course Objectives

By the end of this course, trainees will be able to:

  • Develop and implement an effective email marketing strategy
  • Perform segmentation of contact database and email lists for more relevant targeting and personalisation
  • Demonstrate an understanding of lifecycle marketing and lead generation
  • Craft engaging email copy and develop content for email marketing
  • Implement email optimisation techniques such as A/B testing
  • Increase deliverability of emails and response rates (i.e. open and click-through rates)


A Certification of Completion will be issued upon achieving at least 75% attendance for the course.

Target Audience

Course Outline

Click on the tabs to expand the content.

Email Marketing Foundations

Instructor-led | Mode of Delivery (Lecture)

▷ How email marketing compares to other channels
▷ Relevance of email marketing today
▷ Inbound vs outbound email marketing
▷ Benefits and constraints of email marketing
Lifecycle Marketing

Instructor-led | Mode of Delivery (Lecture, Group Discussion, Group Presentation)

▷ What is lifecycle marketing and why is it important
▷ How to use email to do lifecycle marketing
▷ Identifying key touch-points in your marketing and sales process
▷ Best practices of lifecycle marketing
▷ How to market to new customers with email marketing
▷ What a great lifecycle email looks like

Instructor-led | Mode of Delivery (Lecture, Group Project Work, Group Discussion, Group Presentation, Brainstorming, Drill and Practice, Demonstration and Modelling)

▷ What is segmentation
▷ Why segmenting your lists and contacts is important
▷ Best practices for segmenting your contacts
▷ Persona-related segmentation
▷ Segmentation of explicit/implicit data
▷ What a good segmentation strategy looks like
Creating Effective Emails

Instructor-led | Mode of Delivery (Lecture, Group Project Work, Brainstorming, Demonstration and Modelling, Drill and Practice, Case Study)

▷ The power of personalisation
▷ Why care about sending great emails
▷ Crafting a great subject line
▷ Writing effective email copy
▷ Optimising your emails for mobile users
▷ What a great email looks like
▷ Why email design is important
▷ Live case studies of great email design
▷ Email layouts, images, and styling guidelines
Lead Generation

Instructor-led | Mode of Delivery (Lecture, Group Project Work, Demonstration and Modelling, Case Study)

▷ Driving opt-ins across various sections of your website
▷ Landing pages
▷ Subscribe forms
▷ Calls to Action
▷ Thank you pages
Lead Nurturing and Email Marketing Automation with MailChimp

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

▷ Setting your lead nurturing goals
▷ Nurturing email types
▷ Best practices to improve email engagement
▷ Email auto responders
▷ Marketing automation with MailChimp
Email Marketing Analytics and Optimisation

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

▷ Important email marketing metrics you should be tracking
▷ Tracking the deliverability of your emails
▷ How to reduce email bounces
▷ Goals for email channel & engagement metrics
▷ Calculating your email marketing return on investment (ROI)
▷ Email marketing analytics process
▷ How to increase your email open rates
▷ How to conduct A/B testing

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