Overview

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Effective email marketing goes beyond sending messages — it requires strategic thinking, clear communication, and smart use of automation. This course teaches you how to set measurable campaign goals aligned with business objectives, communicate performance results to stakeholders, and leverage automation and AI to scale your email efforts efficiently. You will learn how to build and launch a multi-part automated email series using MailChimp, write impactful newsletters with strong calls to action, and apply generative AI tools to accelerate and optimize email copy creation. You will also develop the stakeholder communication skills needed to keep teams aligned and campaigns on track. By the end of this course, you will have the strategic planning and communication skills that distinguish effective email marketers, reinforced by a hands-on course project in which you will develop and present a comprehensive email campaign strategy.

Syllabus

Strategic Goal Setting Fundamentals - Foundation

Learners will explore the foundational principles of strategic thinking in email marketing and understand why goal-setting transforms campaigns from tactical activities into business drivers.

Communicating and Implementing Campaign Goals - Core Application

Learners will master the practical skills of communicating strategic goals to stakeholders and implementing goal-driven campaigns that deliver measurable business results.

Stakeholder Communication Fundamentals

Learners will master stakeholder communication methods and draft concise campaign updates for effective team coordination.

Crafting Concise Campaign Updates

Learners will master the professional framework for crafting concise stakeholder email updates that demonstrate strategic thinking and build confidence.

Email Automation Fundamentals & MailChimp Welcome Setup - Foundation & Application

Learners will define email automation concepts and set up automated welcome emails in MailChimp to ensure consistent, timely subscriber engagement.

Setting Up Automated Welcome Emails in MailChimp

Learners will be able to set up an automated welcome email in MailChimp that greets new subscribers instantly and consistently.

Building Multi-Email Series Campaigns

Learners will learn why email series beat one-off campaigns and build the foundational skills.

Launching and Optimizing Email Series

Learners will master the essential skills for analyzing email series performance data and implementing optimization strategies to improve engagement and conversion rates.

Advanced Personalization and A/B Testing in Series

Learners will implement advanced personalization techniques and systematic A/B testing strategies to maximize email series performance and create highly targeted, conversion-optimized campaigns.

Newsletter Structure & Content Planning

Build foundation skills for strategic newsletter content planning and structural organization that drives customer retention.

Writing & Refining Newsletter Copy

Develop collaborative review processes that elevate newsletter content quality through structured feedback and strategic refinement techniques.

Peer Review & Copy Refinement

Develop collaborative review processes that elevate newsletter content quality through structured feedback and strategic refinement techniques.

GenAI: AI-Enhanced Email Marketing

You will explore how generative AI is reshaping email marketing workflows and discover where these tools can help you work faster, test more ideas, and focus your energy on higher-value strategic work.

Project: Email Strategy & Communication

You will create a complete email campaign strategy and stakeholder brief for a fictional business scenario. The project integrates strategic goal-setting, audience segmentation, multi-part campaign planning, newsletter content creation, and automation design into a single, cohesive deliverable. It reflects the full scope of work an email marketer would produce before launching a coordinated campaign.