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⇱ Advanced Email Marketing Techniques | Coursera

Advanced Email Marketing Techniques

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Set up and assess automated response workflows in MailChimp for improved efficiency.

  • Plan and execute advanced A/B tests across subject lines, content, and send times.

  • Ensure full GDPR compliance through structured audits and regulatory best practices.

  • Sync and manage CRM contact data across Gmail and MailChimp seamlessly.

Details to know

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Recently updated!

April 2026

Assessments

23 assignments¹

AI Graded see disclaimer
Taught in English

Build your subject-matter expertise

This course is part of the AI-Enhanced Email Marketer with MailChimp, Gmail and Outlook Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 11 modules in this course

Take your email marketing skills to the next level with advanced techniques in automation, testing, compliance, and CRM integration. This course builds on foundational knowledge to prepare you for the complexities of managing professional-grade email programs at scale.

You will learn how to set up and assess automated response workflows in MailChimp, plan and execute advanced A/B tests across subject lines, content, and send times, and ensure full GDPR compliance through structured audits and regulatory best practices. You will also explore how to sync and manage CRM contact data across Gmail and MailChimp, enabling seamless audience management and more targeted campaign delivery. By the end of this course, you will have the automation, compliance, and CRM integration skills needed to manage sophisticated email marketing programs, reinforced by a hands-on course project in which you will design and assess a complete marketing automation workflow.

Learners master audience-specific email copywriting and professional copy review to create compelling, grammatically sound campaigns that resonate with different audience segments.

What's included

3 videos1 reading2 assignments

3 videos•Total 17 minutes
  • Why Segment-Specific Copy Outperforms Generic Content•3 minutes
  • Tailoring Copy for Different Audience Segments•7 minutes
  • Creating Segment-Specific Email Copy•7 minutes
1 reading•Total 10 minutes
  • Audience Analysis for Email Copywriters•10 minutes
2 assignments•Total 20 minutes
  • Segment-Specific Copywriting Challenge•15 minutes
  • Audience-Tailored Copywriting Assessment•5 minutes

Master professional email copy editing and tone management to ensure grammatical excellence and brand consistency.

What's included

2 videos2 readings3 assignments

2 videos•Total 9 minutes
  • The Professional Impact of Polished Copy•3 minutes
  • Ensuring Grammatical Excellence and Tone Consistency•7 minutes
2 readings•Total 15 minutes
  • Tools and Techniques for Email Copy Editing•8 minutes
  • Podcast: Email Copy Review in Action•7 minutes
3 assignments•Total 50 minutes
  • Email Copy Review and Refinement Challenge•20 minutes
  • Copy Editing and Review Best Practices Assessment•5 minutes
  • Course-Level Assessment: Audience-Specific Copywriting and Grammar Mastery•25 minutes

This module establishes foundational understanding of email automation concepts and MailChimp's automation capabilities to prepare learners for strategic workflow implementation.

What's included

3 videos2 readings1 assignment

3 videos•Total 9 minutes
  • The Business Case for Email Automation•2 minutes
  • Understanding MailChimp's Automation Features•4 minutes
  • Navigating MailChimp's Automation Interface - Part 1•3 minutes
2 readings•Total 15 minutes
  • Email Automation Strategy Guide•8 minutes
  • Podcast: Navigating MailChimp's Automation Interface - Part 1•7 minutes
1 assignment•Total 5 minutes
  • Email Automation Fundamentals•5 minutes

This module provides hands-on experience in creating effective automation triggers and building complete welcome workflows using MailChimp's interface.

What's included

4 videos1 reading2 assignments

4 videos•Total 15 minutes
  • Why Triggered Emails Outperform Manual Campaigns•2 minutes
  • Creating Effective Automation Triggers•5 minutes
  • Setting Up Basic Email Triggers and Delays•3 minutes
  • Building a Welcome Automation - Part 2•5 minutes
1 reading•Total 8 minutes
  • Best Practices for Automated Email Design•8 minutes
2 assignments•Total 25 minutes
  • Create a Welcome Automation•20 minutes
  • Building Email Automation Workflows•5 minutes

This module develops analytical skills for measuring automation performance and implementing data-driven optimization strategies to improve engagement and conversion outcomes.

What's included

2 videos2 readings3 assignments

2 videos•Total 8 minutes
  • The Continuous Improvement Mindset for Automation•2 minutes
  • Key Metrics for Automation Performance•6 minutes
2 readings•Total 13 minutes
  • Optimization Strategies for Email Automations•8 minutes
  • Analyzing Automation Performance in MailChimp•5 minutes
3 assignments•Total 45 minutes
  • Automation Optimization Plan•15 minutes
  • Automation Analysis and Optimization•5 minutes
  • Automate Workflows in MailChimp - Final Assessment•25 minutes

Learners will systematically plan, execute, and analyze A/B tests for email campaigns to make data-driven decisions that improve campaign performance.

What's included

3 videos1 reading3 assignments

3 videos•Total 9 minutes
  • The Business Value of Systematic Testing•2 minutes
  • A/B Testing Strategy Fundamentals•4 minutes
  • Developing an A/B Test Plan•3 minutes
1 reading•Total 10 minutes
  • What to Test in Email Campaigns•10 minutes
3 assignments•Total 35 minutes
  • Create an A/B Testing Plan•15 minutes
  • A/B Testing Fundamentals Assessment•5 minutes
  • Run Smart A/B Tests - Course Assessment•15 minutes

Learners will ensure adherence to GDPR and other applicable email regulations by reviewing data-handling processes. GDPR is a key core privacy and consent policy but others exist and interact with it.

What's included

1 video1 reading2 assignments

1 video•Total 4 minutes
  • Systematic Data-Handling Process Review•4 minutes
1 reading•Total 12 minutes
  • GDPR Fundamentals for Email Marketing•12 minutes
2 assignments•Total 21 minutes
  • Create Your GDPR Compliance Audit Documentation•15 minutes
  • Data-Handling Process Review Assessment•6 minutes

Learners will conduct quarterly compliance audits to maintain best practices and mitigate regulatory risks.

What's included

2 videos1 reading1 assignment

2 videos•Total 5 minutes
  • The Strategic Power of Quarterly Compliance Audits•3 minutes
  • Conducting Your First Quarterly Audit•2 minutes
1 reading•Total 7 minutes
  • Podcast:Quarterly Audit Framework and Best Practices•7 minutes
1 assignment•Total 8 minutes
  • GDPR Compliance Mastery Assessment•8 minutes

Learners will master the fundamentals of creating unified customer data management through sophisticated CRM-ESP integration strategies and lifecycle tagging implementation.

What's included

4 videos1 reading2 assignments

4 videos•Total 18 minutes
  • The 360-Degree Customer View•3 minutes
  • Lifecycle Tagging and CRM Segmentation•7 minutes
  • Advanced CRM Management - Part 1•3 minutes
  • Advanced CRM Management - Part 2•4 minutes
1 reading•Total 10 minutes
  • CRM Data Management Best Practices•10 minutes
2 assignments•Total 35 minutes
  • CRM Lifecycle Tagging and Segmentation•20 minutes
  • CRM Segmentation and Lifecycle Management•15 minutes

Learners will master CRM analytics techniques to identify engagement patterns, detect customer journey drop-off points, and develop data-driven optimization strategies for enhanced email marketing performance.

What's included

2 videos3 readings3 assignments

2 videos•Total 10 minutes
  • Data-Driven Customer Journey Improvement•3 minutes
  • Key CRM Analytics for Email Marketers•7 minutes
3 readings•Total 22 minutes
  • From Analytics to Action: Optimization Strategies•8 minutes
  • CRM Engagement Analysis - Part 1•7 minutes
  • CRM Engagement Analysis - Part 2•7 minutes
3 assignments•Total 50 minutes
  • Engagement Analysis and Optimization Plan•20 minutes
  • CRM Analytics and Optimization•15 minutes
  • Course-Level Assessment: CRM-ESP Integration Mastery•15 minutes

You will create a comprehensive marketing automation workflow for a defined business scenario, combining copywriting, automation configuration, A/B testing, compliance, and CRM management into a single strategic deliverable. The project requires both technical planning and written documentation, demonstrating the ability to design an end-to-end automated email campaign that is audience-targeted, test-optimized, and regulation-ready. The final deliverable is portfolio-worthy and mirrors the output expected of a mid-level email marketing professional.

What's included

3 readings1 assignment

3 readings•Total 75 minutes
  • Why This Project Matters•5 minutes
  • Project Requirements•10 minutes
  • Assignment: Advanced Email Marketing Automation Workflow•60 minutes
1 assignment•Total 15 minutes
  • Graded Quiz: Advanced Email Marketing Automation Workflow•15 minutes

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¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.