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⇱ Audience Management & Compliance | Coursera

Audience Management & Compliance

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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

  • Segment email audiences using demographic and behavioral data to deliver more relevant, targeted campaigns.

  • Apply list hygiene practices—including re-engagement and removal workflows—to protect deliverability.

  • Sync CRM contacts with your email platform and maintain compliance with key email marketing regulations.

  • Build a comprehensive audience management plan that integrates strategy, operations, and performance measurement.

Details to know

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Recently updated!

April 2026

Assessments

27 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 13 modules in this course

Build the audience management skills that separate strategic email marketers from one-campaign executors. In this course, you'll learn how to segment subscriber lists using demographic and behavioral data, apply list hygiene practices that protect deliverability, and integrate CRM contact data with your email platform so your lists stay accurate and up to date.

You'll also develop the compliance knowledge you need to operate confidently within email marketing regulations—including consent management and unsubscribe handling—so every campaign you send is both effective and legally sound. By the end, you'll have created a comprehensive audience management plan: a portfolio-ready deliverable that demonstrates your ability to design and maintain email systems that drive real business results. Whether you're building toward a role in email marketing, CRM management, or digital marketing broadly, these skills show employers you can think and operate at a strategic level. Tools covered include Mailchimp, Gmail, and industry-standard list management and compliance practices.

Learners explore the strategic foundation of email segmentation and learn to identify key audience segments for targeted messaging.

What's included

2 videos2 readings1 assignment

2 videos•Total 9 minutes
  • The Business Case for Segmentation•2 minutes
  • Types of Email Segmentation•7 minutes
2 readings•Total 18 minutes
  • Segmentation Strategy Guide•8 minutes
  • Implementing Demographic Segmentation: How Industry Leaders Create Personalized Email Experiences•10 minutes
1 assignment•Total 5 minutes
  • Email Segmentation Fundamentals•5 minutes

Learners master MailChimp's segmentation tools to create, save, and apply demographic segments for targeted email campaigns.

What's included

4 videos1 reading3 assignments

4 videos•Total 14 minutes
  • Demographic Segmentation: The Perfect Starting Point•2 minutes
  • MailChimp Segmentation Tools•7 minutes
  • Setting Up Basic Segments in MailChimp - Part 1•3 minutes
  • Setting Up Basic Segments in MailChimp - Part 2•3 minutes
1 reading•Total 8 minutes
  • Data Collection for Effective Segmentation•8 minutes
3 assignments•Total 40 minutes
  • Create a Demographic Segment•20 minutes
  • Creating Segments in MailChimp•5 minutes
  • Course Assessment: Email Segmentation Mastery•15 minutes

Learners will master strategic list hygiene by identifying inactive subscribers and implementing evidence-based re-engagement campaigns.

What's included

2 videos2 readings2 assignments

2 videos•Total 8 minutes
  • How List Hygiene Impacts Deliverability•3 minutes
  • Active vs. Inactive Subscribers•5 minutes
2 readings•Total 20 minutes
  • The Cost of Inactive Subscribers•10 minutes
  • Building Subscriber Activity Classification Networks•10 minutes
2 assignments•Total 20 minutes
  • Subscriber Activity Analysis•15 minutes
  • Subscriber Activity Classification•5 minutes

What's included

4 videos1 reading3 assignments

4 videos•Total 19 minutes
  • The Re-engagement Opportunity•3 minutes
  • Re-engagement Campaign Strategies•7 minutes
  • Building Re-engagement Campaign Segments•5 minutes
  • Creating a Re-engagement Campaign - Part 2•5 minutes
1 reading•Total 10 minutes
  • List Cleaning Best Practices•10 minutes
3 assignments•Total 55 minutes
  • Re-engagement Campaign Planning•20 minutes
  • Re-engagement and List Cleaning Best Practices•5 minutes
  • Clean Lists for Delivery - Final Assessment•30 minutes

Learners master CRM-email integration concepts and execute practical Gmail-MailChimp contact synchronization procedures for enhanced marketing effectiveness.

What's included

2 videos2 readings1 assignment

2 videos•Total 8 minutes
  • The Power of Connected Customer Data•2 minutes
  • CRM and Email Integration Fundamentals•6 minutes
2 readings•Total 12 minutes
  • Benefits of CRM-Email Integration•5 minutes
  • Podcast: Exploring CRM-Email Integration Options•7 minutes
1 assignment•Total 5 minutes
  • CRM-Email Integration Fundamentals•5 minutes

Learners execute practical Gmail-MailChimp contact synchronization procedures, mastering essential integration workflows through hands-on export, import, and verification processes that ensure accurate contact data transfer for effective email marketing campaigns.

What's included

2 videos2 readings2 assignments

2 videos•Total 8 minutes
  • Maintaining Synchronized Contact Records•2 minutes
  • Gmail and MailChimp Connection Methods•6 minutes
2 readings•Total 10 minutes
  • Best Practices for Contact Synchronization•4 minutes
  • Podcast: Importing Google Contacts to MailChimp - Complete Process•6 minutes
2 assignments•Total 43 minutes
  • Gmail-MailChimp Synchronization•30 minutes
  • CRM Integration & Contact Synchronization - Course Assessment•13 minutes

Master email marketing regulations and conduct systematic compliance audits to protect your organization from legal penalties while building subscriber trust.

What's included

2 videos2 readings1 assignment

2 videos•Total 8 minutes
  • The High Cost of Non-Compliance•2 minutes
  • Key Email Marketing Regulations•6 minutes
2 readings•Total 17 minutes
  • Email Compliance Requirements Comparison•7 minutes
  • Podcast: Identifying Compliance Elements in Emails•10 minutes
1 assignment•Total 3 minutes
  • Email Marketing Regulations•3 minutes

This module teaches learners to systematically check email templates for compliance with unsubscribe and consent requirements across major regulations. Students develop practical skills for conducting pre-send compliance audits that prevent violations while building subscriber trust and maintaining campaign effectiveness.

What's included

2 videos2 readings3 assignments

2 videos•Total 8 minutes
  • Building Compliance Into Your Process•2 minutes
  • Email Compliance Checklist•6 minutes
2 readings•Total 15 minutes
  • Email Template Compliance Guide•5 minutes
  • Podcast: Conducting a Compliance Check•10 minutes
3 assignments•Total 21 minutes
  • Email Compliance Audit•8 minutes
  • Email Compliance Implementation•3 minutes
  • Email Marketing Compliance - Course Assessment•10 minutes

Learners master behavioral and hybrid segmentation approaches that combine multiple data sources to create high-value customer segments driving measurable campaign performance improvements.

What's included

3 videos1 reading2 assignments

3 videos•Total 10 minutes
  • The ROI of Advanced Segmentation•3 minutes
  • Beyond Basic Segments: Behavioral and Hybrid Targeting•5 minutes
  • Creating Advanced Segments in MailChimp•3 minutes
1 reading•Total 10 minutes
  • Building a Segmentation Strategy•10 minutes
2 assignments•Total 20 minutes
  • Advanced Segment Development Workshop•15 minutes
  • Advanced Segmentation Strategies Assessment•5 minutes

Learners master systematic segment performance analysis and optimization techniques that enable quarterly reviews and data-driven refinements to maximize email marketing engagement and ROI.

What's included

2 videos1 reading3 assignments

2 videos•Total 8 minutes
  • The Continuous Improvement Mindset•3 minutes
  • Key Metrics for Segment Analysis•5 minutes
1 reading•Total 8 minutes
  • Quarterly Segment Review Process•8 minutes
3 assignments•Total 45 minutes
  • Segment Performance Analysis Workshop•20 minutes
  • Segment Analysis and Optimization Assessment•5 minutes
  • Target Lists with Segmentation - Course Assessment•20 minutes

Clean lists to remove redundancies, employing data hygiene practices for improved deliverability and engagement rates.

What's included

2 videos1 reading2 assignments

2 videos•Total 5 minutes
  • Why List Hygiene Drives Email Marketing Success•2 minutes
  • Identifying Problem Contacts Using Email Platform Analytics•2 minutes
1 reading•Total 10 minutes
  • Email List Hygiene Fundamentals and Best Practices•10 minutes
2 assignments•Total 24 minutes
  • Complete List Hygiene Audit Implementation•18 minutes
  • List Hygiene Fundamentals Assessment•6 minutes

Review deliverability KPIs to understand impact and adjust list-maintenance techniques as needed.

What's included

2 videos3 assignments

2 videos•Total 9 minutes
  • Essential Deliverability KPIs for List Maintenance Success•7 minutes
  • Analyzing Deliverability Reports for Optimization Insights•3 minutes
3 assignments•Total 43 minutes
  • Strategic KPI Analysis and Optimization Plan Development•20 minutes
  • Deliverability KPI Analysis and Optimization•8 minutes
  • Complete Email List Hygiene and Deliverability Mastery Assessment•15 minutes

You will create a comprehensive audience management plan for a fictional company, integrating email segmentation, list hygiene, CRM synchronization, and regulatory compliance into a single cohesive strategy. The plan demonstrates your ability to design systems—not just execute individual tasks—that keep email lists healthy, targeted, and compliant. This project-level deliverable reflects the kind of strategic thinking employers expect from email marketing professionals.

What's included

3 readings1 assignment

3 readings•Total 75 minutes
  • Why This Project Matters•5 minutes
  • Project Requirements•10 minutes
  • Assignment: Email Audience Management Plan•60 minutes
1 assignment•Total 15 minutes
  • Graded Quiz: Email Audience Management Plan•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.