Think Outside the Inbox: Email Marketing is the fourth of seven 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.
Think Outside the Inbox: Email Marketing
This course is part of Google Digital Marketing & E-commerce Professional Certificate
Instructor: Google Career Certificates
Top Instructor
179,453 already enrolled
Included with 
(2,382 reviews)
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
Details to know
Add to your LinkedIn profile
22 quizzes, 3 assignments
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
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 5 modules in this course
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 readings2 quizzes1 assignment1 plugin
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 readings4 quizzes1 assignment1 plugin
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 readings6 quizzes1 assignment1 plugin
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 quizzes
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 quizzes
Instructor
Offered by
Recommended if you're interested in Marketing
IE Business School
O.P. Jindal Global University
Digital Marketing Institute
Rutgers the State University of New Jersey
Why people choose Coursera for their career
Learner reviews
2,382 reviews
- 5 stars
83.89%
- 4 stars
12.02%
- 3 stars
1.99%
- 2 stars
0.99%
- 1 star
1.08%
Showing 3 of 2382
Reviewed on Oct 3, 2022
The concept of email marketing was completely new to me. The tutor in this course has gracefully explained different aspects of email marketing. I am extremely happy to gain this unique knowledge.
Reviewed on Sep 25, 2022
I've learn the complete concept of Email Marketing through this course, and most important is able to get lots of template for goal setting , data reporting purpose. Thanks Coursera :)
Reviewed on Nov 7, 2022
It was hard learning qualitative information compared to metrics and anything quantitative. I felt like I found something I am not strong at which means I know what I can improve on.
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
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.