Email Automation: Lifecycle Flows and Deliverability

Board Infinity via Coursera

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

15 hours 37 minutes
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

Found in

Email Automation Courses

Part of

Email Marketing Mastery -From Strategy to AI Automation

Overview

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Learn how to design and automate email campaigns that improve customer engagement, retention, and deliverability. In this practical email marketing automation course, you will build lifecycle-based workflows, manage sender reputation, and optimize campaigns using data-driven strategies and modern tools. In Module 1, you will begin by understanding lifecycle email marketing and how automated journeys support customer acquisition and retention. You will map customer stages and design flows such as welcome, nurture, and reactivation campaigns aligned with user intent. Next, you will focus on deliverability and sender reputation. You will learn how to configure SPF, DKIM, and DMARC, apply IP warm-up strategies, and maintain list hygiene to ensure consistent inbox placement and campaign performance. You will then design automated journeys using tools like Mailchimp, Klaviyo, and HubSpot. This includes building multi-step drip campaigns with segmentation, conditional logic, and dynamic content while tracking performance through analytics dashboards. Finally, you will apply testing and optimization techniques such as A/B testing, inbox diagnostics, and workflow analysis to continuously improve automation results. By the end, you will: • Design automated lifecycle email journeys and workflows • Build segmented subscriber lists using ethical practices • Create multi-step drip campaigns with personalization • Run A/B tests and analyse campaign performance • Optimize email automation using data and deliverability insights This course is ideal for: • Beginners learning email marketing automation • Digital marketers improving campaign performance • Entrepreneurs managing customer engagement workflows • Marketing students building practical automation skills Start creating automated email campaigns and grow your marketing skills with confidence. Disclaimer: This is an independent educational resource created by Board Infinity for informational and educational purposes only. This course is not affiliated with, endorsed by, sponsored by, or officially associated with any company, organization, or certification body unless explicitly stated. The content provided is based on industry knowledge and best practices but does not constitute official training material for any specific employer or certification program. All company names, trademarks, service marks, and logos referenced are the property of their respective owners and are used solely for educational identification and comparison purposes.

Syllabus

Lifecycle Email Fundamentals

This module builds the foundation for understanding how email automation supports every stage of the customer journey. Learners explore the role of lifecycle marketing within modern retention strategies and discover how automation drives timely, relevant communication. The module begins by introducing career pathways in email automation, emerging tools, and the growing impact of AI in retention marketing. It then guides learners through mapping customer journeys from awareness to loyalty, identifying behaviour patterns, and aligning messaging with intent. Through structured lessons, students examine essential flow types—welcome, nurture, cart abandonment, win-back, and reactivation—while learning how behavioral triggers and data signals initiate each sequence. The module concludes with practical instruction on building lifecycle blueprints, visualizing automation paths, and ensuring each flow supports customer needs at the right moment. By the end of Module 1, learners will have a clear understanding of lifecycle strategy and the foundational flows that power effective email automation programs.

Deliverability and Sender Reputation

This Module provides a practical, technical deep dive into how to ensure automated emails consistently reach the inbox. Learners begin by understanding the fundamentals of email authentication, including how SPF, DKIM, and DMARC work together to verify sender identity and protect domain reputation. The module then explores the key factors that influence sender reputation—engagement signals, list quality, complaint rates, and sending patterns—along with step-by-step guidance on IP and domain warm-up strategies. Students also learn how to identify and avoid common spam triggers through optimized content, cleaner HTML, and trustworthy sending practices. The module concludes with inbox placement testing, allowing learners to analyze deliverability reports, diagnose issues, and implement corrective actions. By the end of this Module, learners will be equipped with the technical skills and diagnostic frameworks needed to maintain strong deliverability, protect reputation, and ensure that automated campaigns reliably land in the inbox.

Building Automated Journeys Across Platforms

This module focuses on the practical skills required to design, build, and manage automated email journeys across major marketing platforms. Learners begin by comparing leading ESPs such as Mailchimp, Klaviyo, and HubSpot, gaining an understanding of their workflow capabilities, components, and best-use cases. The module then guides learners through constructing multi-step campaigns using branching logic, conditional paths, and dynamic content to personalize messages based on user behavior. Students also learn how to manage workflow timing, ensuring that delays, triggers, and message cadences support engagement rather than overwhelm subscribers. The final lessons emphasize measuring performance using analytics dashboards, identifying the right success metrics, and troubleshooting underperforming flows. By the end of this Module, learners will be able to build platform-agnostic automation systems, personalize journeys at scale, and validate performance through data-driven insights.

Troubleshooting, Optimization, and Testing

This Module equips learners with the skills to diagnose, test, and optimize automated email journeys for long-term performance. The module begins with inbox placement testing, covering how to use seed lists, analyze deliverability reports, and identify issues that cause messages to land in spam. Learners then explore workflow QA techniques, including validating triggers, reviewing time delays, and identifying common automation logic errors that disrupt customer journeys. The module moves into optimization strategies, showing how to run iterative A/B tests, interpret engagement data, and refine workflows for improved retention and conversions. Students also learn how to scale automations responsibly while maintaining deliverability and subscriber trust. By the end of this Module, learners will know how to continuously monitor flow performance, troubleshoot deliverability gaps, and implement improvement cycles that keep automated email programs effective and resilient over time.