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⇱ Email Marketing Analytics & Optimization | Coursera

Email Marketing Analytics & Optimization

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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

  • Build comprehensive performance dashboards to monitor and report on email campaign KPIs.

  • Set up conversion tracking in Google Analytics 4 and generate UTM performance reports.

  • Create Excel pivot reports to summarize campaign data and analyze CTR discrepancies.

  • Lead post-mortem analysis sessions to extract actionable insights from campaigns.

Details to know

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Recently updated!

April 2026

Assessments

21 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

Data-driven decision making separates good email marketers from great ones. This course dives deep into advanced analytics and optimization strategies, equipping you with the skills to measure, interpret, and act on campaign performance data at a professional level.

You will learn how to build comprehensive performance dashboards to monitor and report on email campaign KPIs, set up conversion goal tracking in Google Analytics 4, and generate monthly UTM performance reports that demonstrate clear campaign impact. You will also develop advanced Excel skills to create pivot reports summarizing campaign data, analyze discrepancies between predicted and actual click-through rates, and lead post-mortem analysis sessions to extract actionable insights from campaign results. By the end of this course, you will have the analytical and reporting skills that employers expect from experienced email marketing professionals, reinforced by a hands-on course project in which you will produce a complete analytics and reporting package for a real-world campaign scenario.

This module establishes foundation skills in advanced email campaign data analysis, enabling learners to move beyond basic metrics to create comprehensive Excel reports that correlate campaign performance with business outcomes.

What's included

2 videos2 readings1 assignment

2 videos•Total 10 minutes
  • Beyond Basic Metrics to Business Impact•3 minutes
  • Advanced Email Analytics Approaches•7 minutes
2 readings•Total 20 minutes
  • Connecting Email Metrics to Business Outcomes•10 minutes
  • Podcast: Advanced Excel Analysis Techniques for Email Data•10 minutes
1 assignment•Total 6 minutes
  • Advanced Email Data Analysis•6 minutes

This module builds advanced skills in systematic performance gap analysis and strategic improvement development, enabling learners to identify meaningful discrepancies and create testable hypotheses for campaign optimization.

What's included

2 videos2 readings2 assignments

2 videos•Total 10 minutes
  • The Strategic Value of Gap Analysis•3 minutes
  • Performance Gap Analysis Methodology•7 minutes
2 readings•Total 18 minutes
  • From Analysis to Action: Closing Performance Gaps•8 minutes
  • Podcast: Click-Through Rate Analysis and Optimization•10 minutes
2 assignments•Total 20 minutes
  • Performance Gap Analysis•4 minutes
  • Course-Level Assessment: Pivot Campaign Data•16 minutes

Learners will master the technical setup of email conversion tracking in GA4, establishing the foundation for proving email marketing's true business value.

What's included

2 videos3 readings2 assignments

2 videos•Total 8 minutes
  • The Attribution Challenge in Email Marketing•2 minutes
  • GA4 Fundamentals for Email Marketers•5 minutes
3 readings•Total 18 minutes
  • Email Conversion Tracking Configuration Guide•8 minutes
  • Podcast: GA4 Email Tracking Setup - Part 1•5 minutes
  • Podcast: GA4 Email Tracking Setup - Part 2•5 minutes
2 assignments•Total 18 minutes
  • GA4 Email Conversion Setup•13 minutes
  • GA4 Email Conversion Tracking•5 minutes

Learners will master advanced GA4 reporting and attribution analysis to generate actionable insights that demonstrate email marketing's comprehensive business impact.

What's included

2 videos3 readings3 assignments

2 videos•Total 7 minutes
  • Data-Driven Attribution for Email Campaigns•2 minutes
  • GA4 Reports for Email Performance Analysis•5 minutes
3 readings•Total 18 minutes
  • Advanced Email Attribution in GA4•8 minutes
  • Podcast: Creating Email Performance Reports - Part 1•5 minutes
  • Podcast: Creating Email Performance Reports - Part 2•5 minutes
3 assignments•Total 60 minutes
  • Email Performance Report Creation•15 minutes
  • GA4 Email Performance Analysis•30 minutes
  • Track Conversions in GA4 - Course Assessment•15 minutes

Learners will develop real-time monitoring systems and intervention strategies to optimize email campaign performance within the first 48 hours of deployment.

What's included

2 videos2 readings2 assignments

2 videos•Total 8 minutes
  • The Competitive Edge of Real-Time Optimization•2 minutes
  • Real-Time Engagement Analysis Framework•6 minutes
2 readings•Total 17 minutes
  • Intervention Strategies for Underperforming Campaigns•10 minutes
  • Podcast: Real-Time Monitoring in Action•7 minutes
2 assignments•Total 23 minutes
  • Real-Time Response Planning•18 minutes
  • Real-Time Engagement Monitoring•5 minutes

Learners will master comprehensive post-campaign analysis techniques and create strategic engagement reports that transform raw data into actionable business insights.

What's included

2 videos2 readings3 assignments

2 videos•Total 10 minutes
  • Strategic Insights from Deep Engagement Analysis•3 minutes
  • Advanced Engagement Metrics and Analysis•7 minutes
2 readings•Total 22 minutes
  • Creating Engagement Heat Maps and Visualizations•8 minutes
  • Podcast: Mastering Engagement Analysis and Strategic Reporting•14 minutes
3 assignments•Total 50 minutes
  • Comprehensive Engagement Analysis•20 minutes
  • Advanced Engagement Analysis•5 minutes
  • Decode Engagement Metrics - Course Assessment•25 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
  • KPI Selection & Maturity•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

Build comprehensive monthly email-performance dashboards that transform data into strategic assets for leadership decision-making.

What's included

2 videos3 readings2 assignments

2 videos•Total 11 minutes
  • Dashboards as Strategic Decision Drivers•3 minutes
  • Strategic Dashboard Design Principles•8 minutes
3 readings•Total 24 minutes
  • Advanced Visualization Techniques for Email Data•10 minutes
  • Podcast: Building in Looker Studio - Part 1•7 minutes
  • Podcast: Building in Looker Studio - Part 2•7 minutes
2 assignments•Total 25 minutes
  • Dashboard Development•20 minutes
  • Advanced Dashboard Development•5 minutes

Lead systematic post-campaign analysis to extract actionable insights and drive strategic marketing improvements through structured evaluation methodologies.

What's included

3 videos1 reading2 assignments

3 videos•Total 13 minutes
  • Learning Organizations Outperform Competitors•3 minutes
  • Structured Post-Mortem Methodologies•7 minutes
  • Conducting a Campaign Post-Mortem•2 minutes
1 reading•Total 8 minutes
  • Facilitating Effective Post-Mortem Meetings•8 minutes
2 assignments•Total 28 minutes
  • Post-Mortem Analysis Best Practices•8 minutes
  • Course Assessment - Build Performance Dashboards•20 minutes

You will synthesize performance measurement and analytics skills to produce a comprehensive email analytics report. Drawing on data analysis, GA4 (Google Analytics 4) , engagement metric interpretation, KPI benchmarking, and dashboard reporting skills, you analyze a multi-campaign dataset and deliver a structured, executive-ready report with visualizations and strategic recommendations. This deliverable reflects the kind of high-impact analytical work that distinguishes strategic email marketers in professional settings.

What's included

3 readings1 assignment

3 readings•Total 80 minutes
  • Why This Project Matters•10 minutes
  • Project Requirements•10 minutes
  • Assignment: Comprehensive Email Analytics Report•60 minutes
1 assignment•Total 15 minutes
  • Graded Quiz: Comprehensive Email Analytics Report•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.