Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

Learn how to launch and manage professional email campaigns using industry-standard tools like Mailchimp, HubSpot, and Klaviyo. This course teaches you how to move beyond basic email sends to build campaigns that are structured, measurable, and aligned with real marketing goals. You’ll start by learning how to create campaigns across multiple platforms, using a shared framework that applies to any email tool. Then, you’ll analyze campaign performance using lifecycle KPIs, helping you understand what drives engagement and results. Finally, you’ll evaluate send plans to ensure your emails reach the right audience at the right time. Through hands-on labs, you’ll build and schedule campaigns, review performance data, and assess audience fit using real-world scenarios. These practical exercises reflect the workflows used by email marketing professionals today. By the end of this course, you’ll be able to confidently launch campaigns, interpret performance metrics, and make smarter decisions about audience targeting. These skills are essential for roles in digital marketing, lifecycle marketing, and e-commerce marketing.

Syllabus

Launch Emails: Build Campaigns Across Platforms

Successful email marketing depends on more than strategy; it requires accurate execution within the tools that bring campaigns to life. This module introduces the shared campaign-building logic used across Mailchimp, HubSpot, and Klaviyo, helping you understand how audience selection, content configuration, scheduling, and sender settings work together to support a successful send. Through platform demonstrations and hands-on practice, you build and validate campaigns using a structured setup process designed to reduce errors and improve consistency. By the end of this module, you will be able to build and schedule professional email campaigns confidently across multiple marketing platforms.

Launch Emails: Analyze Performance Against KPIs

Launching a campaign is only the beginning. To improve results over time, you need to understand what campaign data is telling you and how performance should be evaluated in context. This module introduces the key performance indicators used across different lifecycle stages and demonstrates how to interpret metrics such as open rate, click rate, conversion rate, deliverability, and unsubscribe rate together rather than in isolation. By the end of this module, you will be able to evaluate email campaign performance using lifecycle-specific KPI frameworks.

Launch Emails: Evaluate Audience Fit

Even well-designed campaigns underperform when they reach the wrong audience at the wrong time. This module focuses on evaluating whether campaign objectives, content, and calls to action align with the audience's lifecycle stage and level of engagement. You learn how to assess send plans using structured evaluation criteria, identify mismatches between audience readiness and campaign intent, and make recommendations that improve relevance and effectiveness. Through scenario-based analysis, you practice applying audience-fit principles to real marketing decisions. By the end of this module, you will be able to evaluate email send plans and determine whether they are appropriate for the intended audience and lifecycle stage.