Equinet Academy
Create High-Impact Email Campaigns with Marketing Automation
Course Description
What is This Course About?
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 (source: Data & Marketing Association).
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.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
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
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
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
What You’ll Takeaway
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
Skills Gained:
Email Marketing Fundamentals
Understand email’s role in digital strategy and how it drives engagement, conversions, and ROI.
Customer Persona Development
Define detailed customer personas to craft relevant, targeted, and high-performing email messages.
Strategic Segmentation Methods
Segment contact databases using behavioural, demographic, and lifecycle data for stronger targeting.
Campaign Planning & Execution
Plan, create, and launch manual and automated email campaigns aligned with business objectives.
Lead Generation Techniques
Implement data capture and acquisition strategies to grow email lists with high-quality contacts.
Email Automation Workflows
Create automated workflows such as welcome series, abandoned cart flows, and re-engagement campaigns.
Behaviour-Based Trigger Setup
Use behavioural triggers to send relevant emails based on actions, intent, and user journey stage.
Email Content Personalisation
Apply personalisation techniques using dynamic content to improve relevance and engagement.
Performance Metrics & Analytics
Track key metrics like open rates, CTR, and conversions to analyse campaign performance.
Data-Driven Optimisation
Optimise campaigns based on insights to improve deliverability, engagement, and conversions.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Digital Marketing Strategist (CDMS) Programme v2.
Module 1: Digital Marketing Foundations (Fundamentals)
Module 2: Digital Advertising Strategy
Module 3: Social Media Marketing Strategy & Optimisation
Module 4: Digital Content Creation & Content Marketing Strategy
Module 5: Search Engine Optimisation (SEO) Strategy
Module 6: Email Marketing & Marketing Automation
Module 7: Digital Marketing Analytics & Optimisation (Google Analytics 4)
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.
Course Code: TGS-2022013776
Course Support Period: 24 May 2022 – 23 May 2026
Course Code: TGS-2022013731
Course Support Period: 20 May 2022 – 19 May 2026
Course Outline
Inside the course
This WSQ Email Marketing & Marketing Automation course covers email strategy, list segmentation, lifecycle marketing, lead scoring, and automated workflows. Learn to build, personalise, and optimise email campaigns using automation tools, CRM integration, and performance metrics.
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
Assessment Component
- Case Study Written Questions
- Individual Project Work
Trainers
Meet Your Educators
Trainer Bio
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.
Trainer Bio
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.
*Only one trainer will be facilitating per class.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 after SSG Subsidies
Full Course Fee (without funding)
S$975.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| Online via Zoom | 02, 03 Jun 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 30, 31 Jul 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 01, 02 Oct 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 01, 02 Dec 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Trainees should be proficient in web surfing and be able to write and converse in English.
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.
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.
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
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
Jethro had a wealth of knowledge and expertise, evidently from his 19 years in the marketing field. He was able to keep myself and the class highly engaged with relevant and latest real-world examples. I truly enjoyed his method of teaching as he was able to explain concepts well to varying degrees, even to other students who are new to marketing. I really appreciate how he also relates the examples to our fields, in order for us to learn and apply the information better. Jethro was also able to answer all of our questions well and succinctly. Overall, I had a great learning experience and would recommend the class and himself as the trainer to peers who are interested in learning email marketing. I feel more confident after the class to start applying what I was taught to my use case.
Course Taken:
Email Marketing & Marketing Automation, 2026
“An enjoyable course that has given me adequate grounding in email marketing and automation. Razy is a helpful and friendly trainer who is able to share his industry experience.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“Trainer was professional and proficient in the subject matter. Trainer was also attentive and even went beyond to tweak the training materials for participants to relate better on the application of the strategies in their own work.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“The trainer personalised the course by giving examples catered to different industries, which is very useful for understanding and application. Course was short yet comprehensive enough to take immediate next actions on current practices.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“This is my second Course with Equinet and I am very pleased with the quality of the Institute. The right place to develop IT skills at comfortable pace and learn from industry experts.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“As the main person responsible for creating EDMs and automated emails, I now have a much better grasp of planning and creating automated email journeys with effective rules and metrics. The course provided insightful information on lead nurturing, automation, and resolving low open and click-through rates. I also found the section on lead magnets particularly useful for collecting leads in a subtle yet practical way, as well as learning how to craft strong subject lines to boost open and click-through rates.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“This course gave me better insights on how we can improve our marketing. As someone new to the marketing industry, it opened up my knowledge and has been very helpful.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“The trainer was engaging and shared as much as he could from his experience and expertise. I learned more about marketing automation in the email process. The educators here have many years of relevant industry experience and are well-trained.“
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“Practical skills were taught, and I learned more about marketing automation. The course has equipped me with the knowledge to kickstart email marketing campaigns.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“This course allows me to apply the learning principles at the workplace and has further deepened my understanding of email marketing and marketing automation foundations.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“It has given me practical tools that can be implemented in real-world situations. I also gained insights into how email marketing can target specific audiences based on their preferences and niches in ways other forms of marketing cannot.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
“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.”
Course Taken:
WSQ Email Marketing & Marketing Automation, 2025
Brochure Download
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