Email Marketing and Automation

Catalog description

Students will be introduced to permission-based email marketing and automation from strategy to execution. Students will align email objectives with business goals; build compliant lists and preference centers; evaluate and configure email service providers; and create mobile-responsive, accessible templates and message frameworks. Core topics include lifecycle journeys and triggers (welcome/onboarding, nurture, transactional, win-back), segmentation and personalization, deliverability and inbox placement (authentication, sender reputation, cadence, list hygiene), A/B testing, and analytics (Urchin Tracking Module (UTM)/attribution, Key Performance Indicators (KPI) dashboards for Click-Through Rate (CTR), Conversion Rate (CVR), revenue per email, unsubscribe/churn). Emphasis is on executing, monitoring, and optimizing campaigns ethically and in compliance with Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) and California privacy expectations, using data to drive measurable improvements.