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Think Outside the Inbox: Email Marketing
  • Level Foundation
  • Duration 26 hours
  • Course by Google
  • Offered by

About

Think Outside the Inbox: Email Marketing is the fourth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty. In this course, you'll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You'll also learn how to use mailing lists and utilize automation and workflows. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Write effective preview text and subject lines using best practices - Create email marketing automation and workflows - Build and maintain email lists - Write effective email copy - Conduct contact management and list segmentation - Employ best practices to handle personally identifiable information, or PII, and user data safely - Measure and analyze email campaign results

Modules

Getting started with the course

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Introduction to Course 4

2 Readings

  • Course 4 overview
  • Helpful resources to get started

What is email marketing?

    • 4 Videos
    • 1 Quiz
Show info about module content

4 Videos

  • Welcome to module 1
  • What is email marketing?
  • Taylor - Entry-level email marketing jobs and tasks
  • Miriam - Imposter syndrome

1 Quiz

  • Consider the email lists you’re subscribed to

Preparing for your campaign

    • 2 Videos
    • 2 Readings
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: PESTLE, SWOT, and setting SMART goals

2 Videos

  • Conduct PESTLE and SWOT audits
  • Set SMART goals

2 Readings

  • Learn more about conducting PESTLE and SWOT audits
  • Create an email marketing strategy

Do's and don’ts of email marketing

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • The do's and don'ts of email marketing
  • Aaron - Do's and don’ts for email marketing

1 Readings

  • Ethical email language

Review: Introduction to think outside the inbox: email marketing

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 1

1 Quiz

  • Module 1 challenge

Emails that welcome new subscribers

    • 3 Videos
    • 1 Quiz
Show info about module content

3 Videos

  • Welcome to module 2
  • Types of email marketing: Acquisition emails
  • Types of email marketing: Welcome emails

1 Quiz

  • Test your knowledge: Types of emails

Emails that entice subscribers

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Newsletters and promotional emails

2 Videos

  • Types of email marketing: Newsletters
  • Types of email marketing: Promotional emails

1 Readings

  • Craft catchy newsletter copy

Emails that keep customers

    • 1 Videos
    • 3 Readings
    • 2 Quiz
    • 1 Plugin
Show info about module content

1 Videos

  • Types of email marketing: Retention emails

3 Readings

  • Activity Exemplar: Write subject lines and preview text
  • Create accessible emails
  • Spamming: When not to send emails

2 Quiz

  • Activity: Write subject lines and preview text
  • Test your knowledge: Retention emails

Review: Types of email marketing

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 2

1 Quiz

  • Module 2 challenge

Email lists

    • 3 Videos
    • 2 Readings
    • 1 Quiz
    • 1 Plugin
Show info about module content

3 Videos

  • Welcome to module 3
  • Build your mailing list
  • Segment your mailing list

2 Readings

  • Segment lists using Constant Contact
  • Activity Exemplar: Segment an email list with Constant Contact

1 Quiz

  • Activity: Segment an email list with Constant Contact

How to write an effective email

    • 1 Videos
    • 2 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Write effective emails

2 Readings

  • More tips on writing effective emails
  • Activity Exemplar: Write an effective retention email

1 Quiz

  • Activity: Write an effective retention email

Tools for email marketing

    • 2 Videos
    • 4 Readings
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Activity: Optional - Set up a Mailchimp campaign

2 Videos

  • Helpful tools for effective email marketing
  • How to choose an email marketing tool

4 Readings

  • Send emails in HubSpot
  • Activity Exemplar: Create an email in HubSpot
  • Send emails in Mailchimp
  • Activity Exemplar: Optional - Set up a Mailchimp campaign

1 Quiz

  • Activity: Optional - Create an email in HubSpot

Mistakes in email marketing

    • 1 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

1 Videos

  • Mistakes in email marketing

2 Readings

  • How to fix email marketing mistakes
  • Activity Exemplar: Write an apology email

2 Quiz

  • Activity: Write an apology email
  • Test your knowledge: Email marketing tools and mistakes

Review: Useful tools for email marketing

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 3

1 Quiz

  • Module 3 challenge

Introduction to metrics

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • Welcome to module 4
  • Useful concepts in email marketing results
  • Ivana - Leverage data and insights in email marketing

1 Readings

  • Use metrics in email marketing

Most common email marketing metrics

    • 3 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

3 Videos

  • Common email marketing metrics
  • Common email marketing metrics: Part 2
  • Common email marketing metrics: Part 3

1 Readings

  • Learn more about common email marketing metrics

1 Quiz

  • Test your knowledge: Types of metrics

Email marketing results

    • 2 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

2 Videos

  • Create an email marketing report
  • Karan - Tips for presenting to stakeholders

2 Readings

  • Tips on presenting
  • Activity Exemplar: Present email marketing data to stakeholders

2 Quiz

  • Activity: Present email marketing data to stakeholders
  • Test your knowledge: Present to stakeholders

Review: Collect and analyze email campaign data

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 4

1 Quiz

  • Module 4 challenge

Set up an email marketing campaign

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Welcome to module 5
  • Set the scene for your email marketing campaign

1 Readings

  • Prepare to complete an email marketing campaign

SMART goals in email marketing campaigns

    • 1 Readings
    • 1 Quiz
Show info about module content

1 Readings

  • Activity Exemplar: Create SMART goals for an email campaign

1 Quiz

  • Activity: Create SMART goals for an email campaign

Click funnel and segmentation

    • 3 Readings
    • 2 Quiz
Show info about module content

3 Readings

  • Activity Exemplar: Segment an email list
  • How did segmentation go?
  • Activity Exemplar: Complete an email series

2 Quiz

  • Activity: Segment an email list
  • Activity: Complete an email series

Analysis and presentation

    • 2 Readings
    • 2 Quiz
Show info about module content

2 Readings

  • Revisiting presentations
  • Activity Exemplar: Create a presentation for stakeholders

2 Quiz

  • Activity: Analyze email campaign metrics
  • Activity: Create a presentation for stakeholders

Review: Run your own email marketing campaign

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 5

1 Quiz

  • Module 5 challenge

Course review: Think outside the inbox: email marketing

    • 1 Videos
    • 3 Readings
Show info about module content

1 Videos

  • Course wrap-up

3 Readings

  • Reflect and connect with your peers
  • Course 4 glossary
  • Get started on Course 5

Auto Summary

Discover the power of email marketing with "Think Outside the Inbox: Email Marketing," part of Google's Digital Marketing & E-commerce Certificate. Guided by industry experts, this foundational course covers strategies for creating and executing successful email campaigns, utilizing automation, and analyzing results. Ideal for beginners, it equips learners with practical skills for entry-level digital marketing roles. Available on Coursera, the course spans 1560 minutes and offers flexible subscription options. Join now to enhance your marketing prowess and drive customer engagement.

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