Email Marketing

Messaging and The Subject Line

For email marketing efforts to be successful, emails must be opened and read. Students will learn how to craft subject lines that boost open rates and write email messages that encourage readers to take the desired action.

Email Campaigns

Marketing emails are generally part of larger campaigns. Students will learn the various ways in which they can structure a campaign for maximum effect.

Conversion, Engagement, and Onboarding

Students will learn the different goals email marketing campaigns can have and how those goals affect both the structure and the text of an email campaign.

Automation

There is a wide range of tools marketers use for building and automating email campaigns. Students will be introduced to several of these - most notably ActiveCampaign - and learn how to build email campaigns within their frameworks.

Metrics

The success of an email campaign is measured by three variables: open rate, click rate, conversion rate. Students will learn how to set benchmarks for these metrics and understand the significance of each insofar as they help the marketer identify how to improve existing campaigns.

Engagement

In addition to writing compelling messages, there are a variety of ways to boost customer or lead engagement with emails. Students will learn how to use giveaways, videos, and more, to improve the success of email marketing campaigns.