Overview

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You already know the basics of email marketing. Now it's time to turn that knowledge into a professional-grade analytics practice. In this course, you'll build a complete email analytics dashboard that pulls together performance metrics, engagement trends, A/B testing results, and strategic recommendations into a single, stakeholder-ready deliverable. You'll work with six months of real campaign data to track key performance indicators, interpret open and click-rate patterns, apply UTM tracking to attribute campaign outcomes, and communicate findings clearly to business audiences. Along the way, you'll develop the reporting and visualization skills that separate strong marketing analysts from tactical executors. By the end, you'll have a portfolio-ready dashboard that demonstrates your ability to move from raw data to actionable insight — exactly the kind of work employers look for in email marketing and digital analytics roles.

Syllabus

Understanding Email Marketing Metrics - Foundation

Establish foundational understanding of email marketing metrics and their business significance for data-driven marketing decisions.

MailChimp Campaign Reports - Core Application

Develop practical skills for navigating MailChimp's analytics dashboard and interpreting campaign performance data for strategic decision-making.

Building Tracking Systems - Integration & Assessment

Build practical tracking systems for email marketing performance monitoring and develop strategic goal-setting capabilities for continuous improvement.

Understanding UTM Parameters and Their Purpose

Learners will understand the analytics gap that UTM parameters solve and master the fundamentals of UTM parameter structure for email tracking.

Implementing UTM Parameters in Email Campaigns

Learners will implement UTM parameters in real email campaigns using Google's URL Builder and demonstrate how UTM tracking connects email activity to business results.

Understanding Email Engagement Patterns

Learners will identify timeframes that typically show high email engagement and understand the factors that influence optimal send timing.

Monitoring and Reporting Engagement Trends

Learners will monitor daily email opens and clicks and report trends to inform timing strategies.

Email Marketing KPIs Framework

This module equips marketing professionals with strategic KPI monitoring skills and dashboard management expertise for email marketing campaigns.

KPI Dashboard Management

Learners will master the systematic process of updating KPI dashboards with email campaign data, transforming raw metrics into strategic business intelligence through effective visualization, contextual annotation, and stakeholder-focused presentation techniques.

Email Reporting Fundamentals

Learners develop essential reporting skills that transform campaign data into actionable insights for team decision-making and professional credibility.

Creating Actionable Campaign Summaries

Learners will develop the essential skill of transforming raw email campaign metrics into strategic one-page summary reports that drive business decisions and demonstrate professional analytical capabilities.

A/B Testing Fundamentals

Learners will master the fundamentals of email A/B testing and implement simple subject line tests to drive data-driven marketing decisions.

Implementing and Analyzing Simple Tests

Learners will master A/B test execution and analysis, implementing systematic testing processes to transform email marketing data into actionable performance insights.

Project: Email Analytics Basics

You will create a comprehensive email analytics dashboard using spreadsheet tools (Excel or Google Sheets) and a provided six-month campaign dataset. The dashboard integrates performance metrics, engagement patterns, A/B testing results, and actionable recommendations into a single, stakeholder-ready deliverable. This project synthesizes data analysis, UTM tracking, KPI monitoring, engagement reporting, A/B testing, and communication skills into a portfolio-worthy artifact.