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URL: https://www.coursera.org/learn/email-strategy--communication

⇱ Email Strategy & Communication | Coursera

Email Strategy & Communication

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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 measurable campaign goals aligned with broader business objectives.

  • Draft concise stakeholder updates summarizing email campaign performance.

  • Build and launch a multi-part automated email series using MailChimp.

  • Apply generative AI tools to accelerate and optimize email copy creation.

Details to know

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Recently updated!

April 2026

Assessments

30 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

Effective email marketing goes beyond sending messages — it requires strategic thinking, clear communication, and smart use of automation. This course teaches you how to set measurable campaign goals aligned with business objectives, communicate performance results to stakeholders, and leverage automation and AI to scale your email efforts efficiently. You will learn how to build and launch a multi-part automated email series using MailChimp, write impactful newsletters with strong calls to action, and apply generative AI tools to accelerate and optimize email copy creation. You will also develop the stakeholder communication skills needed to keep teams aligned and campaigns on track. By the end of this course, you will have the strategic planning and communication skills that distinguish effective email marketers, reinforced by a hands-on course project in which you will develop and present a comprehensive email campaign strategy.

Learners will explore the foundational principles of strategic thinking in email marketing and understand why goal-setting transforms campaigns from tactical activities into business drivers.

What's included

2 videos2 readings1 assignment

2 videos•Total 6 minutes
  • Why Strategic Goals Matter in Email Marketing•2 minutes
  • The Foundation of Strategic Email Marketing•5 minutes
2 readings•Total 16 minutes
  • Strategic Thinking Framework for Email Marketing Success•10 minutes
  • Podcast: Building Strategic Email Goals That Drive Business Results•6 minutes
1 assignment•Total 7 minutes
  • Strategic Goal Setting Assessment•7 minutes

Learners will master the practical skills of communicating strategic goals to stakeholders and implementing goal-driven campaigns that deliver measurable business results.

What's included

2 videos2 readings2 assignments

2 videos•Total 7 minutes
  • The Power of Strategic Communication in Marketing Success•2 minutes
  • Mastering Goal Communication and Campaign Implementation•5 minutes
2 readings•Total 15 minutes
  • Building Stakeholder Alignment Through Strategic Goal Communication•8 minutes
  • Podcast: Strategic Goal Implementation in Email Marketing Practice•7 minutes
2 assignments•Total 32 minutes
  • Goal Communication and Implementation Assessment•7 minutes
  • Strategic Email Marketing Goals - Course Assessment•25 minutes

Learners will master stakeholder communication methods and draft concise campaign updates for effective team coordination.

What's included

2 videos2 readings2 assignments

2 videos•Total 7 minutes
  • The Business Impact of Effective Updates•2 minutes
  • Stakeholder Update Methods•5 minutes
2 readings•Total 17 minutes
  • Tailoring Updates to Stakeholder Needs•10 minutes
  • Podcast: Selecting the Right Update Method•7 minutes
2 assignments•Total 20 minutes
  • Update Method Selection•15 minutes
  • Stakeholder Communication Methods•5 minutes

Learners will master the professional framework for crafting concise stakeholder email updates that demonstrate strategic thinking and build confidence.

What's included

2 videos2 readings3 assignments

2 videos•Total 7 minutes
  • The Power of Clarity and Brevity•2 minutes
  • The Campaign Update Framework•5 minutes
2 readings•Total 17 minutes
  • Email Update Best Practices•10 minutes
  • Podcast: Drafting an Effective Update Email•7 minutes
3 assignments•Total 50 minutes
  • Draft a Campaign Update Email•15 minutes
  • Effective Update Composition•5 minutes
  • Update Stakeholders Fast - Comprehensive Course Assessment•30 minutes

Learners will define email automation concepts and set up automated welcome emails in MailChimp to ensure consistent, timely subscriber engagement.

What's included

3 videos1 reading1 assignment

3 videos•Total 9 minutes
  • The Power of First Impressions•2 minutes
  • Introduction to Email Automation•4 minutes
  • Anatomy of a Welcome Email•3 minutes
1 reading•Total 8 minutes
  • Welcome Email Best Practices•8 minutes
1 assignment•Total 5 minutes
  • Email Automation Fundamentals•5 minutes

Learners will be able to set up an automated welcome email in MailChimp that greets new subscribers instantly and consistently.

What's included

3 videos1 reading2 assignments

3 videos•Total 10 minutes
  • Automated Welcome Emails as Your 24/7 Greeter•2 minutes
  • MailChimp Welcome Automation Basics•5 minutes
  • Setting Up a Welcome Email in MailChimp•3 minutes
1 reading•Total 8 minutes
  • MailChimp Automation Setup Guide•8 minutes
2 assignments•Total 20 minutes
  • Create a MailChimp Welcome Email•15 minutes
  • MailChimp Automation Setup•5 minutes

Learners will learn why email series beat one-off campaigns and build the foundational skills.

What's included

4 videos1 reading2 assignments

4 videos•Total 18 minutes
  • The Power of Email Series vs. One-Off Campaigns•2 minutes
  • Planning Your Email Series Structure•5 minutes
  • Setting Up an Email Series in MailChimp - Part 1•5 minutes
  • Setting Up an Email Series in MailChimp - Part 2•6 minutes
1 reading•Total 8 minutes
  • Email Series Types and Best Practices•8 minutes
2 assignments•Total 25 minutes
  • Plan Your 3-Part Email Series•20 minutes
  • Email Series Planning and Structure•5 minutes

Learners will master the essential skills for analyzing email series performance data and implementing optimization strategies to improve engagement and conversion rates.

What's included

4 videos1 reading2 assignments

4 videos•Total 18 minutes
  • Why Measurement Drives Email Series Success•2 minutes
  • Key Metrics for Email Series Analysis•5 minutes
  • Creating Performance Reports in MailChimp - Part 1•5 minutes
  • Creating Performance Reports in MailChimp - Part 2•6 minutes
1 reading•Total 7 minutes
  • Interpreting Email Series Data for Optimization•7 minutes
2 assignments•Total 25 minutes
  • Analyze Email Series Performance•20 minutes
  • Email Series Analysis and Optimization•5 minutes

Learners will implement advanced personalization techniques and systematic A/B testing strategies to maximize email series performance and create highly targeted, conversion-optimized campaigns.

What's included

4 videos1 reading3 assignments

4 videos•Total 18 minutes
  • Taking Email Series to the Next Level•2 minutes
  • Beyond Basic Personalization•5 minutes
  • Advanced Series Features in MailChimp - Part 1•4 minutes
  • Advanced Series Features in MailChimp - Part 2•6 minutes
1 reading•Total 7 minutes
  • A/B Testing Strategies for Email Series•7 minutes
3 assignments•Total 55 minutes
  • Enhance Your Email Series•20 minutes
  • Advanced Email Series Techniques•5 minutes
  • Course-Level Assessment - Email Series Mastery•30 minutes

Build foundation skills for strategic newsletter content planning and structural organization that drives customer retention.

What's included

3 videos1 reading2 assignments

3 videos•Total 15 minutes
  • Why Newsletters Drive Customer Retention•3 minutes
  • Newsletter Structure Fundamentals•6 minutes
  • Breaking Down Successful Newsletters•5 minutes
1 reading•Total 10 minutes
  • Newsletter Content Planning Guide•10 minutes
2 assignments•Total 25 minutes
  • Newsletter Content Planning•20 minutes
  • Newsletter Structure and Planning•5 minutes

Develop collaborative review processes that elevate newsletter content quality through structured feedback and strategic refinement techniques.

What's included

4 videos1 reading2 assignments

4 videos•Total 17 minutes
  • The Impact of Voice in Newsletter Writing•3 minutes
  • Writing Engaging Newsletter Copy•6 minutes
  • Drafting Newsletter Copy - Part 1•5 minutes
  • Drafting Newsletter Copy - Part 2•4 minutes
1 reading•Total 8 minutes
  • Brand Voice Guidelines for Newsletters•8 minutes
2 assignments•Total 25 minutes
  • Newsletter Copy Creation and Review•20 minutes
  • Newsletter Copywriting Techniques•5 minutes

Develop collaborative review processes that elevate newsletter content quality through structured feedback and strategic refinement techniques.

What's included

3 videos1 reading3 assignments

3 videos•Total 13 minutes
  • How Peer Review Elevates Content Quality•3 minutes
  • Structured Newsletter Review Process•6 minutes
  • Conducting a Newsletter Peer Review•4 minutes
1 reading•Total 5 minutes
  • Giving and Receiving Constructive Feedback•5 minutes
3 assignments•Total 45 minutes
  • Peer Review Simulation•15 minutes
  • Newsletter Review and Refinement•5 minutes
  • Course Assessment - Write Impactful Newsletters•25 minutes

You will explore how generative AI is reshaping email marketing workflows and discover where these tools can help you work faster, test more ideas, and focus your energy on higher-value strategic work.

What's included

1 video4 readings4 assignments

1 video•Total 5 minutes
  • AI-Assisted Email Creation•5 minutes
4 readings•Total 30 minutes
  • How AI is Transforming Email Marketing•5 minutes
  • AI Tools and Capabilities for Email Marketing•10 minutes
  • From Draft to Polished Content Faster•5 minutes
  • AI-Assisted Email Copy Creation Techniques•10 minutes
4 assignments•Total 90 minutes
  • HANDS-ON: AI Tool Evaluation•15 minutes
  • Knowledge Check: AI-Enhanced Email Marketing - Part 1•30 minutes
  • HANDS-ON: AI-Assisted Email Content Creation•15 minutes
  • Knowledge Check: AI-Enhanced Email Marketing - Part 2•30 minutes

You will create a complete email campaign strategy and stakeholder brief for a fictional business scenario. The project integrates strategic goal-setting, audience segmentation, multi-part campaign planning, newsletter content creation, and automation design into a single, cohesive deliverable. It reflects the full scope of work an email marketer would produce before launching a coordinated campaign.

What's included

3 readings1 assignment

3 readings•Total 75 minutes
  • Why This Project Matters•5 minutes
  • Project Requirements•10 minutes
  • Assignment: Email Campaign Strategy Brief•60 minutes
1 assignment•Total 10 minutes
  • Graded Quiz: Email Campaign Strategy Brief•10 minutes

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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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.