Email Marketing (5 ECTS)

Objective

• Learn about email marketing and its role in digital marketing.
• Get familiar with on-site and offline email collection methods,
• Learn about planning email marketing campaigns, planning, and segmentation, and creating templates and A/B split testing.
• Get familiar with the principles of effective email design.
• Learn about email marketing automation
• Get to know personalized emails and triggers.
• Learn about email marketing campaign metrics
• Learn to analyze email marketing KPIs, delivered emails, open rates, CTR, conversion rate, bounce, and subscribe rate.

Content

1. Introduction to Email Marketing
What is Email Marketing? - Importance of Email Marketing - Email Marketing Role in Digital Marketing - Types of Emails

2. Growing Email List
Email Collection Methods - On-site Email Collection - What is Lead Magnet? - Offline Email Collection
3. Planning Email Marketing Campaigns
Audience Planning - Segmentation - Frequency Planning - Choosing Email Marketing Software - Creating a Template - Tips on Creating a Newsletter - A/B Split Testing - Tips on Email Subject

4. Principles of Effective Email Design
Marketing Email Components - Tips on Call-to-Action Design - Email Design Checklist

5. Email Marketing Automation
What is Marketing Automation? - Types of Automated Email - Personalized Email - What is Trigger? - Automation Tools

6. Email Marketing KPIs
Email Marketing Campaign Metrics - Emails Delivered - Open Rate - Click-through Rate - Conversions Rate - Spam Marking - Bounce Rate - Unsubscribe Rate

Location and time

Course can be done in own pace in TechClass portal.

Materials

Lecture slides, tutorial videos, quizzes and exercises can be find on TechClass portal.

Teaching methods

This course is 100% virtual, thanks to the comprehensive tutorial videos and content prepared for this course.

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Employer connections

N/A

Exam schedules

Online.

International connections

N/A

Completion alternatives

N/A

Student workload

- Tutorial Videos
- Exercise
- Quiz
- Project
- Self-study

Content scheduling

Up to student her-/himself.

Evaluation scale

Hyväksytty/Hylätty

Assessment criteria, approved/failed

The student will pass this course after submitting the required quizzes, assignments, and the final project.

Assessment methods and criteria

Exercise 30%
Quiz 20%
Project 30%
Essay 20%

Qualifications

Calculus