WSQ Email Marketing & Marketing Automation Course

Learn How to Develop and Implement Effective Email Marketing Strategies

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SkillsFuture funding eligible. Reserve your seat today.

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Accredited by SkillsFuture Singapore

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Re-attend the Course Once Within 3 Years

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3-year access to the courseware via our LMS

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Post-Training Mentoring with Industry Experts

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Lifetime Access to Community Support Group

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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

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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

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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 2024

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

Razy Shah

Razy is the co-founder of 2Stallions Digital Marketing Agency – an award winning digital agency in Singapore and Malaysia. With over 14 years of digital marketing experience, Razy has worked on digital marketing strategies for startups, SMEs and MNCs. He has trained over 5,000 students worldwide on digital marketing and digital transformation. Razy is a sought-after speaker and is regularly invited to speak at marketing events in the region.

Avantika Jain

Avantika Jain is an INSEAD MBA graduate and an expert in email marketing automation, lifecycle marketing, and behavioral segmentation. As Head of Special Projects at Lazada (Alibaba Group), she led direct marketing and email-driven campaigns that boosted email-attributed orders by 1.5x and increased campaign-driven revenue share from ~5% to 10%. Previously, as General Manager at Fave (PineLabs Group), she managed CRM and lifecycle email strategies, optimising automated email flows for 100K+ users. She also spearheaded Lazada’s LiveUp Loyalty Program, achieving a 53% adoption rate—one of its most successful CRM-driven initiatives.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

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Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

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3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

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Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

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Lifetime Access to Community Support Group

Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.

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

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.

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 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)

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)

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

Course Schedule

WSQ Email Marketing & Marketing Automation
Learning Mode	Course Dates	Duration
In-Person	11, 12 Feb 2025 (Tue, Wed) Full-House	9.00am - 6.00pm
In-Person	13, 14 Mar 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	06, 07 May 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	16, 17 Jun 2025 (Mon, Tue)	9.00am - 6.00pm
In-Person	10, 11 Jul 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	04, 05 Sep 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	10, 11 Nov (Mon, Tue)	9.00am - 6.00pm

Testimonials

“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.”

Low Jat Leng

“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.”

Liew Wen Chong

“The trainer, Razy 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.”

Melissa Kweh

“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.”

Zarinah, Modern Montessori International

See all reviews.

FAQs

How is this course different from other email marketing courses in the market

This course provides you with bite-sized, yet comprehensive and actionable strategies in email marketing and marketing automation that you can implement immediately.

At Equinet Academy, we are committed to delivering quality training:

You will gain hands-on experience with tools like Mailchimp to design and automate campaigns that nurture and convert.
We provide access to up-to-date course materials (learner’s guide, slides, templates, and other training resources), accessible anytime via our learning portal.
The course is designed to be interactive—not hours of dry lectures. Expect group discussions, case studies, quizzes, and practical exercises using real campaign scenarios.
You’ll be guided by an experienced trainer with deep expertise in both email marketing and automation, who will share actionable tips and help you avoid common pitfalls.
Post-course, you’ll receive ongoing support including clinic sessions, refresher seats, and access to a community of peers.

What is the difference between the online classroom and face-to-face traditional classroom?

In a traditional classroom, you’ll attend sessions in person with a trainer and peers, engaging in group discussions, presentations, and live activities.

In an online classroom, the same content is delivered via Zoom. You’ll still participate in group work, brainstorming sessions (via breakout rooms), and live demos through screen sharing.

Both learning modes deliver the same course content and learning outcomes. Choose the one that best fits your learning style and schedule.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything online?

While many platforms offer DIY learning, our course provides a practical, hands-on approach that connects concepts directly to your real-world campaigns.

You’ll also benefit from:

Direct access to industry experts who can answer questions in real time
Clinic sessions (up to three 3-hour sessions over 3 years) for post-course support
A refresher seat within one year to retake the course online
Lifetime access to updated courseware and templates

Is 2 days sufficient to meet the learning objectives?

Yes—our courses are designed to deliver focused, high-impact learning in a short time.

Each session includes both theory and hands-on implementation, ensuring you gain practical, applicable skills. If you feel you need more support, you’re welcome to:

Resit the course at no extra cost (online)
Book a clinic session for deeper guidance
Review content anytime via our learning portal.

If I have specific questions relating to my email marketing campaigns after the course, can I consult the trainer?

Absolutely. You’ll have access to unlimited 3-hour small group clinic sessions for up to 3 years after completing the course. These sessions are designed to help you troubleshoot real campaign challenges and receive expert guidance.

Links to book these sessions will be sent after your course.

Do I have to prepare anything before attending the course?

Yes, just a few simple things:

For in-person classes: Bring a laptop (or request a loaner) and a jacket for cold rooms.
For online classes: Ensure your laptop is ready and Zoom is installed.
You should have basic computer navigational skills (open/close files, drag & drop, copy & paste).
For WSQ assessment, please bring your NRIC or photo ID for verification.

Are there any other prerequisites/ criteria I need to meet in order to attend this course?

There are no strict prerequisites, but having basic computer skills is essential.

If you’re completely new to digital marketing, we recommend taking the WSQ Digital Marketing Strategy and WSQ Content Marketing Strategy courses first, although they’re not mandatory.

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

I’m still unsure whether this course can help me meet my objectives.

If you’re unsure about your learning objectives, you may complete this 3-question survey or claim your free 5-step Digital Marketing Strategy Guide. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.