In this nine-module course, you’ll pick up inspiration for your next automation, accessibility best practices, how to hack the preheader, and advocate for your next promotion as an email marketer. In this introduction, we’ll walk through what to expect for the next few hours, and go over learning outcomes.

What are the key benefits of email marketing, and how does email fit in with your digital landscape alongside other channels such as social, and paid ads?

Learn about the intricacies of choosing HTML or a drag and drop builder as your starting point, as well as key things to keep in mind for accessibility.

Explore common ways of building emails.

How to think about email design from a modular perspective.

Ensure your emails can be consumed by your entire audience by abiding by best practices.

Email rendering differs between devices and clients.

A brief overview of the legislation that governs email data across Canada, the United States, and Europe (broadly).

Acqusition strategies you can employ to start to build an email list.

How to use data dynamically to personalize, or group users.

Group your subscriber base using customer data.

How to look at structuring your email program to build a relationship with your subscriber over the long run.

Key strategies to include that will activate your subscriber and guide them towards making their first purchase or monetary activity.

How to effectively convert your audience across the finish line towards making their first purchase.

Reduce churn by proactively continuing relationships after they have made a purchase from your business or brand.

Walkthrough a lifecycle marketing example by Endy — where their combination of activation, monetization, and retention, effectively build relationships with their subscriber base.

How to look for an email or marketing automation platform that will suit your needs.

Explore a variety of both drag-and-drop, and code editors.

Looking for what other brands are doing? There are a variety of email inspiration websites you can explore to pull content for your next campaign.

Loyalty tools, referral programs, and interactivity integrations can bring your campaigns to the next level.

Learn why open rates are more a vanity metric, and a deliverability tracking method than a measure of success.

Click-through rates should be used to measure the level of intent to complete your desired outcome.

A metric that shouldn’t be feared! Unsubscribe rates measure the natural filtration of subscribers off of your consent-based email list.

Basic deliverability foundations to understand what you should have set up to reach the inbox.

Learn the differences between domains, and subdomains  — as well as an overview of shared IP pools and dedicated IPs.

How do bounces impact deliverability? A review of soft and hard bounces, as well as spam traps.

Practices to maintain healthy inbox placement.

Move away from benchmarks you find on a blog article, and learn from your own audience with A/B testing.

If you are working with a substantial audience size, you might be interested in multivariant testing to test multiple variables at the same time.

Learnings and example tests I’ve implemented.

There are various career avenues related to email marketing — with many individuals feeling like they just landed in email without a direct path!

The dedicated role of an email copywriter allows those to flex their writing skills towards high email conversion!

The core role when it comes to email.

A role that often involves more channels including in-app messaging, SMS, and push notifications.

Developers might often own the content creation of templates and new code modules in your emails.

Need help with data or integrations? Marketing Ops can often be the key to connecting your tech stack.

Roles may be similar, but industries will often differ. Let’s look at four key industries you may find yourself working in, and how they differ.

Conclusion to this course with resources you can further lean on.