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⇱ Email Analytics Basics | Coursera

Email Analytics Basics

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

Recommended experience

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

What you'll learn

  • Build a multi-section email analytics dashboard integrating KPIs, engagement trends, and campaign comparisons using Excel or Google Sheets.

  • Evaluate campaign performance using CTR, bounce rates, UTM data alongside open rates, accounting for privacy features that can inflate open tracking.

  • Analyze A/B testing results and engagement timing patterns to generate specific, data-driven subject-line and send-time recommendations.

  • Design stakeholder-ready visualizations and reporting formats that communicate email program insights clearly to non-technical business audiences.

Details to know

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Recently updated!

April 2026

Assessments

24 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 14 modules in this course

You already know the basics of email marketing. Now it's time to turn that knowledge into a professional-grade analytics practice. In this course, you'll build a complete email analytics dashboard that pulls together performance metrics, engagement trends, A/B testing results, and strategic recommendations into a single, stakeholder-ready deliverable.

You'll work with six months of real campaign data to track key performance indicators, interpret open and click-rate patterns, apply UTM tracking to attribute campaign outcomes, and communicate findings clearly to business audiences. Along the way, you'll develop the reporting and visualization skills that separate strong marketing analysts from tactical executors. By the end, you'll have a portfolio-ready dashboard that demonstrates your ability to move from raw data to actionable insight — exactly the kind of work employers look for in email marketing and digital analytics roles.

Establish foundational understanding of email marketing metrics and their business significance for data-driven marketing decisions.

What's included

3 videos1 reading1 assignment

3 videos•Total 12 minutes
  • Why Metrics Drive Email Marketing Success•3 minutes
  • Essential Email Marketing Metrics•6 minutes
  • Accessing Metrics in Common ESPs•3 minutes
1 reading•Total 10 minutes
  • Interpreting Email Metrics•10 minutes
1 assignment•Total 8 minutes
  • Email Marketing Metrics Fundamentals•8 minutes

Develop practical skills for navigating MailChimp's analytics dashboard and interpreting campaign performance data for strategic decision-making.

What's included

2 videos2 readings1 assignment

2 videos•Total 7 minutes
  • Turning Data Into Decisions•2 minutes
  • Navigating MailChimp's Analytics Dashboard•5 minutes
2 readings•Total 25 minutes
  • Beyond the Basics: Advanced MailChimp Metrics•15 minutes
  • MailChimp Campaign Report Analysis: Core Metrics and Trends•10 minutes
1 assignment•Total 5 minutes
  • MailChimp Analytics•5 minutes

Build practical tracking systems for email marketing performance monitoring and develop strategic goal-setting capabilities for continuous improvement.

What's included

3 videos1 reading2 assignments

3 videos•Total 16 minutes
  • The Power of Performance Tracking Over Time•3 minutes
  • Simple Tracking Systems for Email Metrics•7 minutes
  • Building a Metric Tracking Spreadsheet•6 minutes
1 reading•Total 15 minutes
  • Setting Appropriate Goals for Email Metrics•15 minutes
2 assignments•Total 25 minutes
  • Metric Tracking Best Practices•5 minutes
  • Track Basic Metrics - Course Assessment•20 minutes

Learners will understand the analytics gap that UTM parameters solve and master the fundamentals of UTM parameter structure for email tracking.

What's included

2 videos2 readings2 assignments

2 videos•Total 6 minutes
  • The Missing Link in Email Analytics•2 minutes
  • UTM Parameter Fundamentals•4 minutes
2 readings•Total 17 minutes
  • UTM Parameters in Email Marketing•10 minutes
  • Podcast: Analyzing UTM Data in Google Analytics•7 minutes
2 assignments•Total 20 minutes
  • UTM Parameter Planning•15 minutes
  • UTM Parameter Fundamentals•5 minutes

Learners will implement UTM parameters in real email campaigns using Google's URL Builder and demonstrate how UTM tracking connects email activity to business results.

What's included

2 videos2 readings3 assignments

2 videos•Total 8 minutes
  • Connecting Email Activity to Business Results•2 minutes
  • UTM Parameter Implementation Methods•6 minutes
2 readings•Total 10 minutes
  • UTM Parameter Best Practices•5 minutes
  • Podcast: UTM Data Analysis in Google Analytics•5 minutes
3 assignments•Total 20 minutes
  • Build and Implement UTM Parameters•10 minutes
  • UTM Parameter Fundamentals•5 minutes
  • UTM Implementation Best Practices•5 minutes

Learners will identify timeframes that typically show high email engagement and understand the factors that influence optimal send timing.

What's included

3 videos1 reading2 assignments

3 videos•Total 10 minutes
  • The Strategic Advantage of Timing•2 minutes
  • Email Engagement Timing Patterns•6 minutes
  • Analyzing Time-Based Engagement Data•3 minutes
1 reading•Total 10 minutes
  • Factors Affecting Engagement Timing•10 minutes
2 assignments•Total 20 minutes
  • Engagement Pattern Analysis•15 minutes
  • Email Engagement Timing Patterns•5 minutes

Learners will monitor daily email opens and clicks and report trends to inform timing strategies.

What's included

4 videos1 reading3 assignments

4 videos•Total 11 minutes
  • From Data to Strategic Advantage•2 minutes
  • Building an Engagement Monitoring System•5 minutes
  • Creating Engagement Reports - Part 1•2 minutes
  • Creating Engagement Reports - Part 2•2 minutes
1 reading•Total 8 minutes
  • From Monitoring to Optimization•8 minutes
3 assignments•Total 55 minutes
  • Engagement Tracking and Visualization•20 minutes
  • Engagement Monitoring and Reporting•5 minutes
  • Final Course Assessment - Email Engagement Timing Mastery•30 minutes

This module equips marketing professionals with strategic KPI monitoring skills and dashboard management expertise for email marketing campaigns.

What's included

3 videos1 reading1 assignment

3 videos•Total 11 minutes
  • Importance of KPI Monitoring •2 minutes
  • Categorizing Email Metrics•7 minutes
  • Setting Up KPI Tracking Systems•2 minutes
1 reading•Total 10 minutes
  • Selecting the Right KPIs for Your Program•10 minutes
1 assignment•Total 5 minutes
  • The KPI Mastery Framework•5 minutes

Learners will master the systematic process of updating KPI dashboards with email campaign data, transforming raw metrics into strategic business intelligence through effective visualization, contextual annotation, and stakeholder-focused presentation techniques.

What's included

4 videos1 reading2 assignments

4 videos•Total 12 minutes
  • Impactful Data Reporting•2 minutes
  • KPI Visualization & Management•5 minutes
  • KPI Data Integration Workflow-Part 1•2 minutes
  • KPI Data Integration Workflow-Part 2•3 minutes
1 reading•Total 8 minutes
  • Data Visualization for Email KPIs•8 minutes
2 assignments•Total 35 minutes
  • Dashboard Mastery Assessment•5 minutes
  • Strategic Email KPI Assessment•30 minutes

Learners develop essential reporting skills that transform campaign data into actionable insights for team decision-making and professional credibility.

What's included

3 videos1 reading1 assignment

3 videos•Total 18 minutes
  • Why Reporting Skills Accelerate Your Career•2 minutes
  • Anatomy of an Effective Email Report•6 minutes
  • Creating a Basic Campaign Report•9 minutes
1 reading•Total 7 minutes
  • Reporting Frameworks for Different Audiences•7 minutes
1 assignment•Total 5 minutes
  • Email Report Structure•5 minutes

Learners will develop the essential skill of transforming raw email campaign metrics into strategic one-page summary reports that drive business decisions and demonstrate professional analytical capabilities.

What's included

3 videos1 reading2 assignments

3 videos•Total 16 minutes
  • From Data Dumps to Decision Drivers•2 minutes
  • Transforming Metrics into Insights•7 minutes
  • Crafting the One-Page Summary Report•8 minutes
1 reading•Total 8 minutes
  • Visual Elements in Email Reporting•8 minutes
2 assignments•Total 20 minutes
  • Actionable Reporting Techniques•5 minutes
  • Report Results Clearly - Course Assessment•15 minutes

Learners will master the fundamentals of email A/B testing and implement simple subject line tests to drive data-driven marketing decisions.

What's included

3 videos1 reading1 assignment

3 videos•Total 15 minutes
  • Why Testing Beats Guessing•3 minutes
  • A/B Testing Basics•6 minutes
  • Setting Up a Basic Subject Line Test•7 minutes
1 reading•Total 8 minutes
  • Subject Line Testing Best Practices•8 minutes
1 assignment•Total 5 minutes
  • A/B Testing Fundamentals•5 minutes

Learners will master A/B test execution and analysis, implementing systematic testing processes to transform email marketing data into actionable performance insights.

What's included

3 videos1 reading2 assignments

3 videos•Total 14 minutes
  • Quick Tests, Lasting Impact•2 minutes
  • From Test Setup to Action•6 minutes
  • Running a Live Subject Line Test•5 minutes
1 reading•Total 7 minutes
  • Interpreting Test Results Accurately•7 minutes
2 assignments•Total 20 minutes
  • Test Implementation and Analysis•5 minutes
  • Course Assessment - A/B Testing Mastery•15 minutes

You will create a comprehensive email analytics dashboard using spreadsheet tools (Excel or Google Sheets) and a provided six-month campaign dataset. The dashboard integrates performance metrics, engagement patterns, A/B testing results, and actionable recommendations into a single, stakeholder-ready deliverable. This project synthesizes data analysis, UTM tracking, KPI monitoring, engagement reporting, A/B testing, and communication skills into a portfolio-worthy artifact.

What's included

3 readings1 assignment

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