Email Marketing Essentials

Give email a clear role in your marketing : set objectives, map communications across the customer lifecycle and plan the right mix of campaigns, triggers and automated journeys.

Move beyond one-size-fits-all : use customer data, segmentation, behaviours and personalisation to send more relevant messages to the people who matter.

Grow a more valuable email audience: understand what data to collect, how to capture and manage it, and the permission and compliance requirements you need to get right.

Turn attention into action: learn how to structure, design and write effective emails, from subject lines and content hierarchy to personalisation, calls to action and mobile-first design.

Understand what happens after you hit send: from email platforms and automation to deliverability, sender reputation, authentication and the factors that determine whether your emails reach the inbox.

Know what’s really working: choose meaningful metrics, read performance beyond opens, and use A/B testing and experimentation to continually improve engagement and conversion.