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Google

Think Outside the Inbox: Email Marketing

Google via Google Skills

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Overview

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Boost your outreach by learning to create and execute successful email marketing campaigns. This course explores developing strategies, managing mailing lists, and utilizing automation to drive engagement and loyalty. Google employees guide you with hands-on activities simulating real-world tasks. This is the fourth course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level digital marketing and e-commerce role.

Syllabus

  • Introduction to think outside the inbox: email marketing
    • Introduction to Course 4
    • Course 4 overview
    • Welcome to module 1
    • What is email marketing?
    • Taylor - Entry-level email marketing jobs and tasks
    • Miriam - Imposter syndrome
    • Practice Quiz: Consider the email lists you’re subscribed to
    • Conduct PESTLE and SWOT audits
    • Learn more about conducting PESTLE and SWOT audits
    • Set SMART goals
    • Create an email marketing strategy
    • Practice Quiz: Test your knowledge: PESTLE, SWOT, and setting SMART goals
    • The do's and don'ts of email marketing
    • Aaron - Do's and don'ts for email marketing
    • Ethical email language
    • Wrap-up
    • Glossary terms from module 1
    • Graded Quiz: Module 1 challenge
  • Types of email marketing
    • Welcome to module 2
    • Types of email marketing: Acquisition emails
    • Types of email marketing: Welcome emails
    • Practice Quiz: Test your knowledge: Types of emails
    • Types of email marketing: Newsletters
    • Craft catchy newsletter copy
    • Types of email marketing: Promotional emails
    • Practice Quiz: Test your knowledge: Newsletters and promotional emails
    • Types of email marketing: Retention emails
    • Practice Quiz: Activity: Write subject lines and preview text
    • Activity Exemplar: Write subject lines and preview text
    • Create accessible emails
    • Spamming: When not to send emails
    • Practice Quiz: Test your knowledge: Retention emails
    • Wrap-up
    • Glossary terms from module 2
    • Graded Quiz: Module 2 challenge
  • Useful tools for email marketing
    • Welcome to module 3
    • Build your mailing list
    • Segment your mailing list
    • Segment lists using Constant Contact
    • Practice Quiz: Activity: Segment an email list with Constant Contact
    • Activity Exemplar: Segment an email list with Constant Contact
    • Write effective emails
    • More tips on writing effective emails
    • Practice Quiz: Activity: Write an effective retention email
    • Activity Exemplar: Write an effective retention email
    • Helpful tools for effective email marketing
    • How to choose an email marketing tool
    • Send emails in HubSpot
    • Practice Quiz: Activity: Optional - Create an email in HubSpot
    • Activity Exemplar: Create an email in HubSpot
    • Send emails in Mailchimp
    • Practice Quiz: Activity: Optional - Set up a Mailchimp campaign
    • Activity Exemplar: Optional - Set up a Mailchimp campaign
    • Mistakes in email marketing
    • How to fix email marketing mistakes
    • Practice Quiz: Activity: Write an apology email
    • Activity Exemplar: Write an apology email
    • Practice Quiz: Test your knowledge: Email marketing tools and mistakes
    • Wrap-up
    • Glossary terms from module 3
    • Graded Quiz: Module 3 challenge
  • Collect and analyze email campaign data
    • Welcome to module 4
    • Useful concepts in email marketing results
    • Ivana - Leverage data and insights in email marketing
    • Use metrics in email marketing
    • Common email marketing metrics
    • Common email marketing metrics: Part 2
    • Common email marketing metrics: Part 3
    • Learn more about common email marketing metrics
    • Practice Quiz: Test your knowledge: Types of metrics
    • Create an email marketing report
    • Karan - Tips for presenting to stakeholders
    • Tips on presenting
    • Practice Quiz: Activity: Present email marketing data to stakeholders
    • Activity Exemplar: Present email marketing data to stakeholders
    • Practice Quiz: Test your knowledge: Present to stakeholders
    • Wrap-up
    • Glossary terms from module 4
    • Graded Quiz: Module 4 challenge
  • Run your own email marketing campaign
    • Welcome to module 5
    • Set the scene for your email marketing campaign
    • Prepare to complete an email marketing campaign
    • Practice Quiz: Activity: Create SMART goals for an email campaign
    • Activity Exemplar: Create SMART goals for an email campaign
    • Practice Quiz: Activity: Segment an email list
    • Activity Exemplar: Segment an email list
    • How did segmentation go?
    • Practice Quiz: Activity: Complete an email series
    • Activity Exemplar: Complete an email series
    • Practice Quiz: Activity: Analyze email campaign metrics
    • Revisiting presentations
    • Practice Quiz: Activity: Create a presentation for stakeholders
    • Activity Exemplar: Create a presentation for stakeholders
    • Wrap-up
    • Glossary terms from module 5
    • Graded Quiz: Module 5 challenge
    • Course wrap-up
    • Course 4 glossary
    • Get started on Course 5
    • Course 4 resources and citations

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