Email Execution: Automation, Testing & Audience Targeting

Coursera via Coursera Specialization

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Duration & workload

4 weeks, 10 hours a week

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Overview

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Transform your email marketing from basic campaigns to sophisticated, automated systems that deliver measurable results at scale. This comprehensive 11-course program equips you with advanced execution strategies that separate professional marketers from beginners. You'll master multi-touch email series that outperform single sends, implement A/B testing frameworks that eliminate guesswork, and build automated workflows that engage customers 24/7. Learn to leverage CRM integration for unified customer views, conduct strategic brand audits, and maintain GDPR compliance while maximizing engagement. Through hands-on projects, you'll create dynamic segments combining behavioral and demographic data, optimize newsletters for retention, and clean lists using data-driven hygiene practices. Each course builds on practical skills, from crafting audience-specific copy to analyzing deliverability KPIs. Whether you're automating welcome sequences in MailChimp, synchronizing customer data across platforms, or conducting quarterly compliance audits, you'll gain immediately applicable expertise. Designed for marketers with foundational email knowledge, this program elevates your capabilities to strategic levels. By completion, you'll possess the complete advanced toolkit to plan, test, automate, and optimize email programs that build lasting customer relationships while driving predictable revenue growth.

Syllabus

Course 1: Target Lists with Segmentation
Course 2: Craft Persuasive Subjects
Course 3: Keep Templates On-Brand
Course 4: Align Emails & Brand Voice
Course 5: Automate Workflows in MailChimp
Course 6: Sync CRM & ESP
Course 7: Clean & Maintain Lists
Course 8: Stay GDPR Compliant

Courses

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1 hour 44 minutes
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Ready to master the art of brand-aligned email marketing? This Short Course was created to help marketing professionals accomplish seamless brand coordination across all email campaigns. By completing this course, you'll be able to collaborate effectively with brand stakeholders, validate messaging alignment, and stay current on evolving brand priorities. By the end of this course, you will be able to: Coordinate with brand team to ensure emails reflect accurate messaging and positioning across all campaigns (Apply) Participate in brand workshops to stay current on brand positioning and evolving priorities (Evaluate) This course is unique because it bridges the gap between email marketing execution and strategic brand governance, ensuring every email strengthens your brand identity. To be successful in this project, you should have a background in basic email marketing platforms and brand communication principles.
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2 hours 43 minutes
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Ready to transform your email marketing from manual to magical? This Short Course was created to help marketing professionals accomplish sophisticated automation without the complexity. By completing this course, you'll be able to set up triggered workflows that work 24/7, engage your audience at the perfect moments, and optimize performance using data-driven insights. By the end of this course, you will be able to: Set up automated response workflows in MailChimp including triggers for engagement and re-engagement campaigns Assess automation efficacy by measuring response times and campaign flow, optimizing as needed This course is unique because it focuses on practical implementation with real MailChimp workflows you can immediately apply to your business. To be successful in this project, you should have a background in basic MailChimp email creation and list management.
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2 hours 1 minute
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Transform your email marketing success with data-driven list hygiene practices that boost engagement and deliverability. This Short Course was created to help marketing professionals accomplish systematic list cleaning and performance evaluation. By completing this course, you'll be able to identify and remove problematic contacts, apply industry-standard hygiene rules, and measure the impact of your optimization efforts. By the end of this course, you will be able to: Clean lists to remove redundancies, employing data hygiene practices for improved deliverability and engagement rates Review deliverability KPIs to understand impact and adjust list-maintenance techniques as needed This course is unique because it combines hands-on list cleaning techniques with data-driven evaluation methods, ensuring your hygiene efforts translate to measurable business results. To be successful in this project, you should have a background in email marketing platforms and basic analytics interpretation.
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2 hours
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Ready to transform generic email copy into persuasive, audience-specific messaging that actually converts? This Short Course was created to help Marketing professionals accomplish segment-targeted copywriting with professional polish. By completing this course, you'll master the art of adapting your message for different audience groups while ensuring every email maintains grammatical excellence and consistent tone. By the end of this course, you will be able to: Write clear and compelling email copy tailored to specific audience segments, ensuring alignment with broader strategies Peer-review email drafts to ensure tone consistency and adherence to grammatical standards This course is unique because it combines strategic audience segmentation with practical copy editing skills, giving you both the creative vision and technical precision needed for professional email marketing success. To be successful in this course, you should have a background in basic email marketing concepts and familiarity with writing tools like Grammarly.
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2 hours 10 minutes
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Transform your email marketing from scattered to spectacular through strategic brand governance. This Short Course was created to help marketing professionals accomplish consistent, professional email communications that strengthen brand recognition and trust. By completing this course, you'll be able to apply brand governance practices to email campaigns, ensuring visual consistency across all communications while maintaining alignment with evolving brand strategies. By the end of this course, you will be able to: Ensure email visual elements stay consistent with brand guidelines, including logo usage and color scheme adherence Perform periodic brand audits to confirm email templates align with evolving brand repositioning strategies This course is unique because it combines practical brand compliance techniques with strategic evaluation skills, giving you both the tactical and analytical tools needed for professional email marketing. To be successful in this course, you should have a background in basic email marketing platforms and brand design principles.
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1 hour 14 minutes
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Privacy regulations are reshaping email marketing forever. This Short Course was created to help marketing professionals accomplish compliant audience management that builds trust while driving results. By completing this course, you'll be able to review data-handling processes systematically, conduct quarterly compliance audits, and maintain regulatory best practices that protect your organization from compliance risks. By the end of this course, you will be able to: Apply GDPR requirements to email data collection and processing workflows Conduct quarterly compliance audits with structured evaluation methods Implement consent management and data retention policies effectively This course is unique because it combines practical compliance frameworks with real-world audit procedures that immediately strengthen your marketing operations. To be successful in this project, you should have a background in email marketing platforms and basic data privacy concepts.
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2 hours 25 minutes
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Master the art of seamless customer data integration and turn your CRM into an email marketing powerhouse. This Short Course was created to help marketing professionals accomplish unified customer relationship management across email platforms. By completing this course, you'll be able to eliminate data silos, create dynamic customer segments, and leverage engagement analytics to drive meaningful business results. By the end of this course, you will be able to: Update and segment CRM lists ensuring accurate lifecycle tagging and targeted messaging Use CRM analytics to identify engagement drop-off points and propose optimization strategies Implement automated workflows that synchronize customer data across platforms This course is unique because it bridges the technical gap between CRM systems and email platforms while focusing on actionable analytics that drive real business outcomes. To be successful in this course, you should have a background in basic CRM operations and email marketing fundamentals.
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1 hour 41 minutes
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Transform your email marketing approach from broadcast to precision targeting. This Short Course was created to help marketing professionals accomplish strategic audience segmentation that drives measurable results. By completing this course, you'll be able to segment contact databases using behavioral and demographic data, create high-value customer segments, and implement quarterly performance reviews that continuously optimize your targeting approach. By the end of this course, you will be able to: Build advanced segments combining behavioral and demographic attributes Create dynamic lists for recent purchasers, high-value customers, and inactive leads Analyze segment performance metrics and implement data-driven refinements This course is unique because it combines strategic segmentation theory with practical performance analysis skills that directly impact ROI. To be successful in this project, you should have a background in basic email marketing concepts and contact database management.