Email Marketing

The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns. The module covers the four foundational aspects of email marketing: Subscriber Management, Email Design, Delivery and Reporting. You will learn how to develop and manage a subscriber database and become familiar with the features within third party email systems and solutions. You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user-centric content, a coherent layout and attractive design. Students will understand what split testing entails and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click­through rates, unsubscribes and bounces. You will be able to monitor and evaluate email marketing analytics and be aware of data protection and privacy issues associated with email marketing.

Topics covered in the Email Marketing Module include:

1. Key Email Marketing Concepts
2. Campaign Process
3. Online Data Capture
4. Offline Data Capture
5. Segmentation
6. Email Design
7. User Behaviour
8. User Characteristics
9. Email Copy
10. Email Structure
11. Email Delivery
12. Email Systems
13. Filtering
14. Scheduling
15. Measurement
16. Key Terms & Metrics
17. Split Testing
18. Laws & Guidelines