Email Marketing Course

• 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

• 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

• 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)

• 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 email marketing software based on your business requirements

• Identifying and Acquiring Sales and Marketing Information for Marketing Purposes
• How would you collect the data? (Pop-ups, squeeze/landing pages, CTAs)
• Accelerating signups with lead magnets
• Types and examples of lead magnets
• Thank you pages best practices
• Welcome emails and what’s next?
• Personal Data Protection Act (PDPA) and General Data Protection Regulation (GDPR) Guidelines

• What is lead scoring?
• Understand lead scoring best practices
• Creating a lead scoring model
• Implementing lead scoring into your email marketing
• Leveraging both email marketing and crm
• Creating a sales pipeline
• Driving sales with email nurturing, lead scoring and triggered emails
• Managing and overseeing sales performance
• Overview of all your accounts
• Monitor your customer health and provide customer support at the right time
• What is lead nurturing?
• Developing a lead nurturing strategy
• Email marketing lead nurturing strategies: types of emails for email marketing (e.g. welcome emails, trust building, transactional, promotional. progressive profiling, goodbye emails, etc.)
• Creating your first email campaign on active campaign (hands-on)
• Writing effective email subject lines (headline copywriting best practices)
• Creating email copy (email copywriting best practices)
• Designing an email (layout, images, and styling best practices)
• How to ensure a mobile-first experience
• Test sending your first email (pre-send email checklist)
• Email sending best practices
• Integrating social media with email marketing

• How to improve email engagement by automating and optimising lifecycle workflows based on user behaviour
• Understand triggers for automation
• Grow sales with sales automation
• Learn how to use marketing automation for account management
• Create a personalized customer experience

• Essential email marketing metrics every marketer should track and optimise (Open Rate, Click-Through Rate, Conversion Rate, List Growth / Decline Rate, ROI)
• Integrating email marketing tracking with Google Analytics
• How to measure and improve your email deliverability
• Email marketing analysis and optimisation framework and processes
• Summary and recap

• Individual project work presentation
• Case study with written questions

This course provides you with bite-sized, yet comprehensive and actionable programmatic advertising strategies and tactics that you can implement right after the course.

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

• We provide you with lifetime access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal.
• You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt.
• You will be guided by an experienced professional in the field of email marketing, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
• You will be provided with additional support after completing the course.

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screen sharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups.

Both learning modes essentially offer the same course content and learning outcomes.

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

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have lifetime access to the courseware online which you may review, and post-training clinic sessions to address your challenges with a subject matter expert.

Yes, you may most certainly book unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

You are also required to have basic computer navigational skills such as opening and closing of files, dragging, and dropping of widgets, copying, and pasting of files.

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 you are no prior experience in digital marketing, attending the WSQ Digital Marketing Strategy and WSQ Content Marketing Strategy courses prior to this course is recommended, although not a requirement.

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.

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF). 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.