Email Campaign Fundamentals

Overview

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Email is one of the highest-ROI channels in digital marketing — and knowing how to plan, write, launch, and optimize campaigns sets you apart. In this course, you'll build hands-on skills across the full email marketing lifecycle, from crafting compelling subject lines and persuasive copy to configuring automated workflows and running A/B tests in MailChimp. You'll learn to segment audiences, personalize messages with merge tags, and analyze open and click-rate data to sharpen future campaigns. You'll also practice peer-review techniques that keep copy on-brand and error-free before it ever reaches an inbox. By the end, you'll be able to independently plan, produce, and optimize a multi-part email series — a portfolio-ready skill that marketing coordinators, content creators, and campaign managers use every day. No prior email marketing experience is required. Familiarity with basic digital tools and writing in a professional context will help you get started quickly.

Syllabus

Email Marketing Foundation

Learners will identify the primary components of an email campaign to establish strategic foundation knowledge.

List Building & Campaign Creation

Learners will use MailChimp to format and send segmented promotional emails through systematic campaign creation workflows.

Effective Subject Line Elements

Learn to identify and apply the three key elements that make email subject lines effective and drive higher open rates.

Drafting and Reviewing Subject Lines

Learn systematic techniques for drafting compelling subject lines and conducting collaborative team reviews to optimize email campaign performance.

Power Words in Email Marketing - Foundation

Learners see how small word swaps can change what people do next, and build the skill of choosing words that earn opens and clicks. At the end of the day, your reader doesn’t want more email, they want a reason to care.

Reviewing and Improving Email Copy - Core Application

Learners learn how to give feedback that makes an email clearer, stronger, and harder to ignore, without being subjective about it.

Understanding Brand Consistency in Email

Learners explore how visual consistency in email communications builds brand recognition and trust.

Implementing Brand Corrections in Templates

Learners implement systematic brand corrections that transform inconsistent email templates into brand-compliant communications.

Brand Voice Recognition - Foundation

Learners will recognize the role of brand voice in email communication and understand foundational principles.

Brand Voice Application - Core Application

Learners will ensure all outgoing emails reflect the current brand voice and positioning strategy through practical application techniques.

Email Marketing Project Planning Fundamentals

Learners will outline the steps in planning an email marketing project from idea to launch, establishing the foundation for systematic email campaign execution.

Visual Timeline Creation in Outlook

Learners will create a simple visual timeline in Outlook for their next email campaign, transforming abstract project plans into actionable, shareable schedules.