Email Marketing Foundations

Learn how to write email copy that gets opened, read, and acted on. In Craft Conversion Email Copy, you’ll build practical skills in conversion-focused writing for digital marketing and lifecycle campaigns. You’ll start with the psychology behind why people click, then apply proven frameworks like the One-to-One rule and PAS (Problem–Agitate–Solve) to structure persuasive messages. Through hands-on exercises, you’ll write subject lines, preview text, and email body copy that create curiosity and guide readers toward a clear action. As you progress, you’ll learn how to evaluate email copy objectively. You’ll analyze real-world variants for clarity, relevance, and motivation moving beyond personal preference to make data-informed decisions. You’ll also build messaging frameworks for automated email sequences, ensuring each message fits into a broader customer journey. By the end of this course, you’ll be able to write and refine emails for reactivation, onboarding, and promotional campaigns using tools like HubSpot and Klaviyo. These skills are essential for roles in digital marketing, lifecycle marketing, and content strategy.

Design emails that look great and work effectively on any device. In this course, you’ll learn how to create responsive email templates that deliver clear messaging, strong visual hierarchy, and consistent brand experience across mobile and desktop environments. You’ll begin with the fundamentals of mobile-first design and responsive layouts, then apply those principles in real tools like Mailchimp and Klaviyo. You’ll build templates from scratch using single-column structures, fluid images, readable typography, and tap-friendly buttons that improve usability and engagement. Next, you’ll focus on visual hierarchy on how readers scan emails and what design choices guide their attention. You’ll audit real templates, identify common design issues, and improve clarity using size, contrast, spacing, and typography. Through hands-on labs and real-world scenarios, you’ll create and critique templates used in lifecycle marketing, including promotional and post-purchase emails. By the end of the course, you’ll be able to design scalable, mobile-ready email templates that support marketing performance and brand consistency. This course is ideal for email marketers, designers, and growth professionals working with lifecycle campaigns or e-commerce email programs.

Email compliance is a critical responsibility for marketers working across global audiences. In this course, you’ll learn how to analyze campaigns for regulatory adherence, apply compliance standards in real workflows, and evaluate systems for ongoing risk mitigation. You’ll begin by understanding key frameworks including CAN-SPAM, CASL, and GDPR, and how each applies based on recipient location. You’ll review email campaigns using a structured checklist to identify issues such as missing sender identification, broken unsubscribe links, or misleading subject lines. Next, you’ll move into implementation. You’ll configure opt-in and opt-out workflows in tools like Mailchimp, including double opt-in processes, confirmation emails, and suppression list management. You’ll learn how to embed compliance into everyday campaign builds rather than treating it as a final review step. Finally, you’ll evaluate compliance workflows across platforms such as HubSpot and Mailchimp using a risk framework. You’ll assess consent records, suppression accuracy, opt-out processing speed, and audit trail completeness to identify gaps and prioritize fixes. This course is best suited for learners with a basic understanding of email marketing concepts and campaign workflows. Familiarity with email marketing platforms or CRM tools is helpful, as you will configure compliance-related processes and evaluate workflows in platforms such as HubSpot and Mailchimp. This course is designed for marketing operations professionals, CRM specialists, and email marketers responsible for managing customer data and campaign execution in regulated environments.

If your emails aren’t reaching the inbox, your campaigns can’t succeed. This course teaches you how to improve email deliverability by understanding the signals, systems, and technical setup that determine inbox placement. You’ll begin by learning how sender reputation is built and evaluated. You’ll analyze key metrics like bounce rates, spam complaints, and engagement patterns to identify early warning signs of deliverability issues. Then, you’ll apply practical strategies to improve inbox placement, including list hygiene, re-engagement workflows, and send cadence optimization. As you progress, you’ll explore the technical foundation of deliverability. You’ll learn how authentication protocols like SPF, DKIM, and DMARC verify your identity and impact how email providers handle your messages. You’ll also audit deliverability performance using tools like HubSpot and Mailchimp. Through hands-on labs and realistic scenarios, you’ll practice diagnosing problems, cleaning contact lists, and recommending improvements. By the end of this course, you’ll be able to proactively manage deliverability, protect sender reputation, and ensure your emails consistently reach your audience. This course is ideal for email marketers, CRM specialists, and digital marketers who want to improve campaign performance by strengthening deliverability fundamentals.

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.

Data privacy is no longer just a compliance requirement; it’s a core part of building trust with your customers. In Safeguard Data Privacy, you’ll learn how to manage subscriber and customer data responsibly across your marketing operations. This course places you in the role of a marketing operations professional at a growing e-commerce brand. You’ll analyze how data flows through collection points, marketing platforms, and third-party integrations and identify where privacy risks can arise. From there, you’ll move beyond theory to action: configuring platform settings such as consent tracking, suppression lists, and data retention rules to ensure your systems align with privacy expectations. You’ll also develop the ability to document your practices clearly. This includes creating privacy statements, drafting compliant email footer disclosures, and building a structured privacy strategy that reflects real operational decisions. This course is best suited for marketing operations professionals, CRM specialists, email marketers, and other professionals who manage customer data and marketing systems. Basic familiarity with email marketing or marketing platforms is helpful, as you will evaluate data flows and configure privacy-related settings within marketing tools. By the end of the course, you’ll be able to evaluate data handling processes, implement privacy protections in marketing tools, and produce documentation that supports both compliance and customer trust. These skills are essential for marketing, CRM, and operations professionals working with customer data in regulated environments.

Audience segmentation helps marketers send more relevant emails to the right people at the right time. In this course, you’ll learn how to move beyond broad email lists and build targeted audience groups using customer behavior, profile data, and lifecycle context. You’ll start by learning how segmentation criteria work across three dimensions: who contacts are, what they have done, and when they acted. You’ll compare demographic, psychographic, and behavioral data, then use Klaviyo to build practical segments for common campaign needs. Next, you’ll learn how dynamic segments keep audience groups current as customer behavior changes. You’ll explore how Klaviyo segments and HubSpot Active Lists update automatically, helping you support re-engagement, loyalty, and lifecycle campaigns without manual list rebuilding. Finally, you’ll apply profile based rules using properties like customer tier, product preference, and account status. Through hands-on labs, you’ll create campaign ready segments in Klaviyo and HubSpot and document the logic behind each one. This course is designed for email marketers, CRM specialists, lifecycle marketers, marketing operations professionals, and other marketing professionals responsible for audience targeting and campaign execution. A basic understanding of email marketing or digital marketing concepts is recommended, and familiarity with CRM or email tools is helpful.

Move beyond campaign-based marketing and learn how to build structured lifecycle programs that drive customer growth over time. In this course, you’ll develop the skills to organize marketing around customer stages, analyze funnel performance, and deliver the right message at the right moment. You’ll start by defining lifecycle stages - Awareness, Acquisition, Activation, Retention, and Reactivation and learn how to structure your marketing programs around them. You’ll apply these frameworks in tools like HubSpot to set up stage definitions and automate customer progression. Next, you’ll analyze lifecycle funnel performance using key metrics such as conversion rates, time-in-stage, and drop-off rates. You’ll learn how to identify bottlenecks, diagnose where customers stall, and prioritize improvements that have the greatest business impact. Finally, you’ll build lifecycle messaging matrices that align communication with customer needs at each stage. Using tools like Klaviyo, you’ll design automated flows, segment audiences, and create targeted messaging that improves engagement and conversion. This course is designed for growth marketers, CRM specialists, lifecycle marketers, marketing operations professionals, and other marketing practitioners responsible for customer acquisition, engagement, and retention. A basic understanding of digital marketing concepts and familiarity with customer acquisition and engagement metrics is helpful for success in this course. By the end of this course, you’ll be able to design, analyze, and optimize lifecycle marketing systems used by modern growth and CRM teams.