COURSE 4 | DIGITAL MARKETING & E-COMMERCE CERTIFICATE
Think Outside the Inbox: Email Marketing
In this course, you’ll learn how to execute successful email campaigns to drive purchases and build customer loyalty. You will build core skills by exploring how to manage mailing lists, design automated workflows, and measure your campaign results.
What you'll learn
- The role of email marketing within an integrated digital strategy
- How to write engaging email copy, subject lines, and preview text
- Best practices for testing and running email campaigns
- Methods for measuring and interpreting campaign results
CAMPAIGN MANAGEMENT EMAIL MARKETING EMAIL AUTOMATION KEY PERFORMANCE INDICATORS (KPIS) A/B TESTING MARKETING AUTOMATION
What to expect
No experience required
All skill levels welcome
1 week at 10 hours
Learn at your own pace
5 modules
Gain insights on specific topics
4.8
2,865 reviews
Course Details
Think Outside the Inbox:
Email Marketing
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Get an introduction to the mechanics and value of email marketing. After connecting this channel to broader business objectives, you will use PESTLE and SWOT analyses to create SMART campaign goals. Finally, you will examine best practices and put them into action.
Review the most common categories of marketing emails. You will look at messages designed to greet new customers, including acquisition and welcome emails. You will also cover formats meant to engage subscribers (such as newsletters and promotional sends) along with retention emails to maintain loyalty. To finish the module, you will practice writing body copy, subject lines, and preview text.
Familiarize yourself with the systems behind email marketing. You will learn the mechanics of creating and segmenting subscriber lists to target your messaging. Applying these concepts, you will navigate software (like HubSpot and Mailchimp) and write copy that connects with your audience. You will also review crisis management strategies and protocols for addressing errors.
Understand the core metrics of email marketing (including open, click-through, and conversion rates). You will review the methods for measuring, tracking, and analyzing campaign data, and explore how to structure a campaign report to present your findings to stakeholders.
It’s time to put your new knowledge and skills to work. You’ll create, manage, track, and complete a mock email marketing campaign for a fictional business. You’ll set SMART goals, segment your email list, and build an email series. You’ll then complete the exercise by analyzing its results and presenting them to stakeholders.
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View all the courses in the series
Complete all 8 courses in the Google Digital Marketing & E-commerce Certificate to advance your career. Get equipped with the skills you need to apply to entry-level roles in this field.
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Google Digital Marketing & E-commerce
Foundations of Digital Marketing and E-commerce
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Google Digital Marketing & E-commerce
Attract and Engage Customers with Digital Marketing
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Google Digital Marketing & E-commerce
From Likes to Leads: Interact with Customers Online
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Google Digital Marketing & E-commerce
Assess for Success: Marketing Analytics and Measurement
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Google Digital Marketing & E-commerce
Make the Sale: Build, Launch, and Manage E-commerce Stores
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Google Digital Marketing & E-commerce
Satisfaction Guaranteed: Develop Customer Loyalty Online
Frequently asked questions
The modules included in the Think Outside the Inbox: Email Marketing course are:
- Introduction to think outside the inbox: email marketing
- Types of email marketing
- Useful tools for email marketing
- Collect and analyze email campaign data
- Run your own email marketing campaign
You'll learn how to use tools like HubSpot and MailChip.
All of the courses in the Google Digital Marketing & E-commerce Certificate are now available on Google Career Skills and Coursera.
This course is part of the Google Digital Marketing & E-commerce Certificate. When you enroll, you subscribe to the entire certificate program and gain access to all included courses. In the U.S. and Canada, the subscription cost is $49 USD per month after an initial 7-day free trial period. In other countries where Google Career Certificates are available, your cost may be lower. To see the exact cost in your local currency, please visit the Coursera page and view the enrollment options.
In addition to this course, the Google Digital Marketing & E-commerce Certificate includes:
- Foundations of Digital Marketing and E-commerce
- Attract and Engage Customers Through Digital Marketing
- Content Marketing
- Email Marketing
- Marketing Analytics and Measurement
- Build, Launch, and Manage E-commerce Stores
- Develop and Maintain Customer Loyalty Online
Digital marketing is about connecting people and brands online. People with careers in this field use 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 is 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 are interconnected, and digital marketers and e-commerce specialists have related (and sometimes overlapping) responsibilities. While digital marketing works to connect brands with people, e-commerce helps brands sell products to people. Digital marketers use online tools to reach customers and e-commerce specialists work to grow online sales. Digital marketers and e-commerce specialists both use tools and strategies that help businesses grow.
The different types of digital marketing include...
- Content marketing
- Search engine optimization
- Search engine marketing
- Affiliate marketing
- Email marketing
- Social media marketing
A digital marketer can use tools and strategies to help businesses attract and engage customers. Some of the most in-demand digital marketing skills are...
- Social media marketing
- Email marketing
- Advertising
- Marketing analytics and measurement
- Audience research
- Planning, creating, and publishing content
- Analyzing data
Yes, a certificate in digital marketing grows your skills and demonstrates your ability to use tools and strategies that are valuable to businesses. The Google Digital Marketing & E-commerce Certificate focuses on the skills that employers are seeking, including email marketing, designing and running an online store, social media marketing, and marketing analytics.
You'll learn these job-ready skills through interactive content (discussion prompts, quizzes, and hands-on activities) in under six months, with less than 10 hours of flexible study per week. The certificate will teach you how to use popular digital marketing and e-commerce tools like Shopify, Mailchimp, Twitter, Google Ads, and more. You'll also have the opportunity to apply your new skills to real-world scenarios.
After you’ve graduated from the program, you'll have access to career resources and be connected directly with employers hiring for entry-level jobs in digital marketing and e-commerce.
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