WSQ Email Marketing & Marketing Automation

Equinet Academy

Create High-Impact Email Campaigns with Marketing Automation

Course Description

Email marketing has been around for a long time. Despite the rise of social media platforms like TikTok and Instagram, it remains one of the most effective tools in a marketer’s toolkit. In fact, for every $1 spent, email marketing generates an average return of $38 (ROI).

In this 2-day hands-on course on Email Marketing & Marketing Automation, participants will uncover powerful strategies for designing, executing, and optimising both manual and automated email campaigns. They will gain a strong understanding of email marketing automation platforms and learn how to streamline customer lifecycle communication to drive engagement and revenue.

Through a blend of strategy, content planning, and technical setup, participants will learn to set up lead generation and nurturing campaigns from the ground up. The course will also explore key automation techniques such as trigger-based flows, drip campaigns, lead scoring, and dynamic content personalisation.

Hands-on practice with leading tools like Mailchimp will give participants real-world experience in building, automating, and analysing email campaigns that convert.

Lead Acquisition and Segmentation Process

Target Audience

Marketing Executives, Marketing Managers, CRM Specialists, Content Strategists, and individuals who wish to:

Understand how email marketing and marketing automation can be integrated into broader marketing strategies to achieve business objectives
Develop, automate, and optimise email campaigns to boost sales, increase customer engagement, and nurture relationships throughout the customer lifecycle

Course Highlights

In this email marketing and marketing automation course, participants will learn:

How to set up and launch email marketing campaigns from ground zero
How to tailor and deliver customised marketing communications based on customer lifecycle stages to achieve marketing objectives
How to perform strategic email list and contact database segmentation for better targeting and engagement
How to measure and optimise campaign performance using essential email marketing metrics
How to design and implement lead generation, lead nurturing, and lifecycle strategies that align with business goals
How to build automated lifecycle workflows using behaviour-based triggers and dynamic content
How to implement a variety of automated campaigns such as welcome sequences, abandoned cart reminders, re-engagement flows, and promotional drips
How to integrate CRM data and marketing automation tools (e.g. Mailchimp) to enable lead scoring, sales enablement, and highly personalised user journeys

Course Objectives

By the end of the course, participants will be able to:

Develop and implement an effective email marketing strategy, incorporating both manual and automated communications
Establish email marketing campaign objectives and performance metrics to measure the effectiveness of email marketing implementation and automation sequences
Define customer personas and perform segmentation of contact database and email lists for more relevant targeting and personalisation of products and services
Source, evaluate, and select the most appropriate email marketing and marketing automation platform for the business
Integrate social media marketing efforts with email marketing campaigns for a seamless omnichannel experience
Demonstrate an understanding of lifecycle marketing in order to communicate relevant email marketing messages at appropriate intervals using automation
Drive email marketing campaign development and implementation that leverage both email marketing automation and CRM tools in alignment with marketing strategy
Build automated workflows including trigger-based and drip email campaigns that align with user behaviour and funnel stages
Implement lead scoring models to prioritise and personalise customer journeys using automation platform such as Mailchimp
Identify important email marketing metrics (e.g., open rates, click-through rates, bounce rates, unsubscribe rates) to track and analyse in order to achieve objectives
Evaluate email marketing and automation performance metrics and recommend improvements to strategy and action plans based on data-driven insights
Ensure compliance with regulations like PDPA and GDPR throughout automated customer journey workflows

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Email Marketing & Marketing Automation course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management

Course Code: TGS-2022013776
Course Support Period: 24 May 2022 – 23 May 2026

Course Outline

Introduction to Email Marketing, Marketing Automation and Customer Relationship Management

What is Email Marketing and why is it important?
What is Marketing Automation and its importance?
What is Customer Relationship Management?
The Power of Email Marketing and its role in a digital marketing strategy
Inbound vs outbound email marketing and why you should focus on inbound methods
How email marketing, automation, and CRM systems complement each other in a unified customer journey

Define Email Marketing Customer Personas and Campaign Objectives

What is lifecycle marketing and why is it important?
Understanding customer lifecycle marketing in relation to email marketing
Types of lifecycle emails with examples
Define email marketing campaign objectives
Define customer personas for email marketing and how to map them to marketing automation journeys

Fundamental Principles of Email Marketing Segmentation and Personalisation

What is an email list?
Why are contact databases and email lists important?
Contact database management and segmentation strategy
5 Ws of Segmentation (Who, what, when, where, why)
Segmentation of implicit and explicit data
Person-related (B2C) vs company-related (B2B) segmentation
Segmentation targeting based on channel preference – E.g. Direct mail, social media, SMS, mobile, Apps, etc.
What a good segmentation strategy looks like (real-world examples)
How marketing automation platforms can personalise emails at scale based on segmentation

Choosing a Reliable Email Marketing Software Provider

Email Marketing Vs Marketing Automation Vs CRM software
Understanding the current CRM, email marketing, and marketing automation platforms
Navigating the common features of CRM, email marketing, and marketing automation tools
How to source and choose the right platform based on business requirements, automation needs, and integration capabilities

Email Marketing Lead Generation and Customer Data Acquisition

Identifying and acquiring sales and marketing data
Collecting data through Pop-ups, Squeeze/Landing Pages, and CTAs
Accelerating signups with lead magnets
Types and examples of lead magnets
Thank You page best practices
Welcome emails and next steps in automated onboarding
PDPA and GDPR guidelines for ethical data capture and automation compliance

Email Marketing Campaign Implementation: Lead Scoring, Advanced Segmentation, and Lead Nurturing

What is lead scoring and how does it enhance automation?
Best practices in lead scoring
Creating and integrating lead scoring models into your automation platform
Leveraging email marketing, automation, and CRM to streamline sales
Creating and managing a sales pipeline using automated email flows
Triggered email sequences and dynamic workflows
Monitoring customer health and enabling timely, relevant touchpoints
What is lead nurturing?
Strategies for nurturing leads through automated content journeys
Types of nurturing emails: Welcome, Trust-Building, Transactional, Promotional, Progressive Profiling, Goodbye emails
Hands-on: Creating your first email campaign in ActiveCampaign (or similar)
Writing effective subject lines using automation-tested formats
Best practices for email copy, layout, images, and mobile-first design
Pre-send checklist and email testing
Email sending best practices
Integrating social media signals and retargeting triggers into your email automation strategy

Email Marketing Automation

How to improve email engagement by automating and optimising lifecycle workflows based on user behaviour
Understanding behavioural triggers (e.g., email opens, link clicks, page visits)
Designing and deploying drip campaigns, trigger-based flows, and re-engagement journeys
Personalising user experiences through automation and dynamic content
Using automation to align marketing and sales through lead handoff and CRM integration
How to set up automation in Mailchimp

Email Marketing Analytics and Optimisation

Essential metrics every marketer should track and optimise (Open Rate, Click-Through Rate, Conversion Rate, List Growth/Decline, Unsubscribes, ROI)
Understanding how automation data differs from one-off campaigns
Integrating automation campaign tracking with Google Analytics
Deliverability best practices and tools to monitor sender reputation
Framework for analysis and optimisation of automated and manual campaign
Summary and recap

Trainer

*Only one trainer will be facilitating per class.

Jethro Xu

Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and eCommerce, Jethro has helped build and scale many eCommerce storefronts, both for himself and his clients. His eCommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of eCommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.

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Razy Shah

Razy Shah is the co-founder of 2Stallions Digital Marketing Agency- an award-winning full-service agency. He co-founded 2Stallions in 2012 and has since grown it from an initial team of two to a company of thirty. Razy has over a decade of experience spanning across corporate sectors such as digital marketing, business development and management.

View Full Trainer Profile

*Only one trainer will be facilitating per class.

Course Fees & Fundings

Course Fee:
S$975.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies

Check your eligible grant amount and nett payable course fees when you apply now.

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by SkillsFuture Credit and are also UTAP claimable.

SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees can be further offset by SkillsFuture Credit and are also UTAP claimable for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

SkillsFuture Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Course Schedule

Learning Mode	Course Dates	Duration	Trainer
In-Person	03, 04 Feb 2026 (Tue, Wed)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	01, 02 Apr 2026 (Wed, Thu)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	23, 24 May 2026 (Sat, Sun)	9.00am - 6.00pm	Jethro Xu Apply Now
Online via Zoom	02, 03 Jun 2026 (Tue, Wed)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	30, 31 Jul 2026 (Thu, Fri)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	19, 20 Sep 2026 (Sat, Sun)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	01, 02 Oct 2026 (Thu, Fri)	9.00am - 6.00pm	Jethro Xu Apply Now
In-Person	01, 02 Dec 2026 (Tue, Wed)	9.00am - 6.00pm	Jethro Xu Apply Now

Click on the course dates above to register online.

Frequently Asked Questions (FAQs)

Are there any pre-requisites or minimum entry requirements?

Trainees should be proficient in web surfing and be able to write and converse in English.

Do I have to prepare anything before attending the course?

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Testimonials

“It has enhanced my knowledge of marketing beyond what I previously knew. I learned how to strategise my emails better to achieve higher click rates and open rates, as well as what to avoid when sending emails. The trainer also introduced me to new and avant-garde software for seamless email automation, helping me track my organisation’s performance and analyse analytics to improve future emails.”