Think Outside the Inbox: Email Marketing
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Think Outside the Inbox: Email Marketing
This course is part of Google Digital Marketing & E-commerce Professional Certificate
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What you'll learn
Understand how email marketing fits into a digital marketing strategy
Write effective email copy, subject lines, and preview text
Test, execute, and optimize an email marketing campaign
Measure and analyze email campaign results
Skills you'll gain
- Key Performance Indicators (KPIs)
- Goal Setting
- Digital Marketing
- Marketing Analytics
- Information Privacy
- Marketing Strategy and Techniques
- Email Automation
- Marketing Automation
- Smart Goals
- Email Marketing
- Campaign Management
- Copywriting
- Customer Retention
- Personally Identifiable Information
- Promotional Strategies
- Campaign Planning
- Digital Marketing Campaigns
- Data Ethics
Tools you'll learn
Details to know
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
- 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 from Google
There are 5 modules in this course
Think Outside the Inbox: Email Marketing is the fourth of eight courses in the Google Digital Marketing & E-commerce Certificate. This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty. In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows.
Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Write effective preview text and subject lines using best practices - Create email marketing automation and workflows - Build and maintain email lists - Write effective email copy - Conduct contact management and list segmentation - Employ best practices to handle personally identifiable information, or PII, and user data safely - Measure and analyze email campaign results
You will explore what email marketing is, how it works, and why it’s useful. You’ll also learn the importance of email marketing to meet business goals. Then, you’ll use the PESTLE and SWOT frameworks to set SMART email marketing goals. To wrap up module 1, you’ll learn best practices in email marketing and how to apply them.
What's included
10 videos6 readings3 assignments1 plugin
10 videos•Total 36 minutes
- Introduction to Course 4 •2 minutes
- Welcome to module 1 •2 minutes
- What is email marketing?•5 minutes
- Taylor - Entry-level email marketing jobs and tasks•3 minutes
- Miriam - Imposter syndrome•3 minutes
- Conduct PESTLE and SWOT audits•7 minutes
- Set SMART goals •6 minutes
- The do's and don'ts of email marketing•4 minutes
- Aaron - Do's and don’ts for email marketing•3 minutes
- Wrap-up •2 minutes
6 readings•Total 42 minutes
- Course 4 overview•8 minutes
- Helpful resources to get started•8 minutes
- Learn more about conducting PESTLE and SWOT audits•8 minutes
- Create an email marketing strategy •8 minutes
- Ethical email language•8 minutes
- Glossary terms from module 1•2 minutes
3 assignments•Total 83 minutes
- Consider the email lists you’re subscribed to•23 minutes
- Test your knowledge: PESTLE, SWOT, and setting SMART goals•10 minutes
- Module 1 challenge •50 minutes
1 plugin•Total 30 minutes
- Identify: Elements of SMART goals•30 minutes
You will examine the most common types of marketing emails. First, you’ll learn about emails that greet customers, like acquisition emails and welcome emails. Next, you’ll learn about emails that entice subscribers, such as newsletters and promotional emails. You’ll focus on emails that keep customers, known as retention emails. Then, you’ll explore how to craft catchy email copy, write sample subject lines, and create preview text for marketing emails.
What's included
7 videos5 readings5 assignments1 plugin
7 videos•Total 25 minutes
- Welcome to module 2 •1 minute
- Types of email marketing: Acquisition emails •4 minutes
- Types of email marketing: Welcome emails•4 minutes
- Types of email marketing: Newsletters •5 minutes
- Types of email marketing: Promotional emails•4 minutes
- Types of email marketing: Retention emails •5 minutes
- Wrap-up•2 minutes
5 readings•Total 32 minutes
- Craft catchy newsletter copy•8 minutes
- Activity Exemplar: Write subject lines and preview text•4 minutes
- Create accessible emails •8 minutes
- Spamming: When not to send emails•4 minutes
- Glossary terms from module 2•8 minutes
5 assignments•Total 106 minutes
- Test your knowledge: Types of emails•8 minutes
- Test your knowledge: Newsletters and promotional emails•10 minutes
- Activity: Write subject lines and preview text•30 minutes
- Test your knowledge: Retention emails•8 minutes
- Module 2 challenge •50 minutes
1 plugin•Total 30 minutes
- Identify: Types of email attributes•30 minutes
You will learn about useful tools for email marketing. You’ll determine how to create and segment email lists. You’ll also learn how to write effective emails that engage with customers. After that, you'll explore email marketing tools like HubSpot and Mailchimp and learn how they work. Then, you’ll explore crisis management and how to correct mistakes in email marketing.
What's included
8 videos11 readings7 assignments1 plugin
8 videos•Total 30 minutes
- Welcome to module 3 •2 minutes
- Build your mailing list •7 minutes
- Segment your mailing list•5 minutes
- Write effective emails •5 minutes
- Helpful tools for effective email marketing•2 minutes
- How to choose an email marketing tool •3 minutes
- Mistakes in email marketing•5 minutes
- Wrap-up•2 minutes
11 readings•Total 62 minutes
- Segment lists using Constant Contact•8 minutes
- Activity Exemplar: Segment an email list with Constant Contact•4 minutes
- More tips on writing effective emails•8 minutes
- Activity Exemplar: Write an effective retention email•4 minutes
- Send emails in HubSpot•8 minutes
- Activity Exemplar: Create an email in HubSpot•4 minutes
- Send emails in Mailchimp•12 minutes
- Activity Exemplar: Optional - Set up a Mailchimp campaign•4 minutes
- How to fix email marketing mistakes•4 minutes
- Activity Exemplar: Write an apology email•4 minutes
- Glossary terms from module 3•2 minutes
7 assignments•Total 208 minutes
- Activity: Segment an email list with Constant Contact•30 minutes
- Activity: Write an effective retention email•30 minutes
- Activity: Optional - Create an email in HubSpot•30 minutes
- Activity: Optional - Set up a Mailchimp campaign•30 minutes
- Activity: Write an apology email•30 minutes
- Test your knowledge: Email marketing tools and mistakes•8 minutes
- Module 3 challenge •50 minutes
1 plugin•Total 30 minutes
- Practice: Segment your mailing list into target audiences•30 minutes
You will learn about the key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more. You’ll examine how to measure, track, and analyze email campaign results. Then, you’ll learn how to effectively present email campaign results to stakeholders by creating an email marketing campaign report.
What's included
9 videos5 readings4 assignments
9 videos•Total 29 minutes
- Welcome to module 4•1 minute
- Useful concepts in email marketing results •5 minutes
- Ivana - Leverage data and insights in email marketing•4 minutes
- Common email marketing metrics •3 minutes
- Common email marketing metrics: Part 2 •3 minutes
- Common email marketing metrics: Part 3•3 minutes
- Create an email marketing report •4 minutes
- Karan - Tips for presenting to stakeholders•4 minutes
- Wrap-up •1 minute
5 readings•Total 30 minutes
- Use metrics in email marketing•8 minutes
- Learn more about common email marketing metrics•8 minutes
- Tips on presenting•8 minutes
- Activity Exemplar: Present email marketing data to stakeholders•4 minutes
- Glossary terms from module 4•2 minutes
4 assignments•Total 96 minutes
- Test your knowledge: Types of metrics•8 minutes
- Activity: Present email marketing data to stakeholders•30 minutes
- Test your knowledge: Present to stakeholders•8 minutes
- Module 4 challenge •50 minutes
You will create, manage, track, and complete a mock email marketing campaign. You’ll be given a fictional business to build the email campaign around, and you’ll employ all the strategies, tools, and tricks you’ve learned during this course to complete the campaign. First, you’ll set SMART goals for your campaign. Then, you’ll segment your email list and complete an email series. Finally, you’ll complete the campaign and end the course by analyzing the results of the campaign and presenting them to stakeholders.
What's included
4 videos11 readings6 assignments
4 videos•Total 5 minutes
- Welcome to module 5 •1 minute
- Set the scene for your email marketing campaign •2 minutes
- Wrap-up •1 minute
- Course wrap-up •1 minute
11 readings•Total 46 minutes
- Prepare to complete an email marketing campaign•4 minutes
- Activity Exemplar: Create SMART goals for an email campaign•4 minutes
- Activity Exemplar: Segment an email list•4 minutes
- How did segmentation go?•4 minutes
- Activity Exemplar: Complete an email series•4 minutes
- Revisiting presentations•4 minutes
- Activity Exemplar: Create a presentation for stakeholders•4 minutes
- Glossary terms from module 5•8 minutes
- Reflect and connect with your peers•4 minutes
- Course 4 glossary•2 minutes
- Get started on Course 5•4 minutes
6 assignments•Total 200 minutes
- Activity: Create SMART goals for an email campaign•30 minutes
- Activity: Segment an email list•30 minutes
- Activity: Complete an email series•30 minutes
- Activity: Analyze email campaign metrics•30 minutes
- Activity: Create a presentation for stakeholders•30 minutes
- Module 5 challenge •50 minutes
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Reviewed on May 28, 2023
This course has provided me with the best of Email Marketing and I will recommend everyone who has interest in email marketing to grab this opportunity of learning and getting more skills.
Reviewed on Oct 25, 2022
Very informative course. I enjoyed the presenter as well. Very good hands on approach. Would suggest a "mock" acted out presentation to help visualize a presentation to stakeholders.
Reviewed on Oct 7, 2022
I'll say this is my best ourse so far. I enjoyed myself throughout the entire process. I can't wait to see what the future holds for me , as an e mail marketer. Thank you Miriam.
Frequently asked questions
Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.
During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.
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