Lifecycle and Email Marketing

Customer Lifecycle and Applications of 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 according to customer lifecycle stage.

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.

Conversion, Engagement, and Onboarding

Students will learn the different goals email marketing campaigns can have based on the customer stage they are targeting 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 and Testing

The success of an email campaign is measured by different variables, such as open rate, click rate, and conversion rate. Students will learn how to set benchmarks for these metrics and design A/B tests to understand the impacts of different email campaign decisions and ways to improve marketing strategy.

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.

Laws and Ethics

There are various anti-spam and data privacy laws that regulate email. Students will familiarize themselves with the implications of these regulations on email marketing strategy.