WSQ Email Marketing Course

Learn How to Develop and Implement Effective Email Marketing Strategies

Check your funding eligibility (up to 70% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 16 Hours (2 Days)

Accredited by SkillsFuture Singapore (WSQ)

3-Year Access to Course Resources

3-Year Access to E-Learning Videos

3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

Course Description

Email marketing is an often neglected facet of digital marketing. While it may seem surprising, email has the highest ROI of any digital marketing channel — averaging $38 for every $1 spent.

Email marketing is undoubtedly a cost-effective and powerful tool for businesses to reach and engage with their target audience, but many businesses still do not optimise their efforts.

Our 2-day Email Marketing Course is designed to help you develop and implement successful email marketing strategies that will increase your open rates, click-through rates, and conversion rates.

In this comprehensive course, you will learn how to create compelling email content, lead nurturing techniques that work, and how to measure and analyse email campaign performance. You will also learn about email automation and its technical features and capabilities.

Participants will also have the opportunity to learn how to develop a comprehensive customer lifecycle plan, which includes setting up effective lead generation and lead nurturing campaigns. By applying these techniques hands-on, participants will learn to synergise integrated marketing campaigns and drive revenue growth for their business.

Lead Acquisition and Segmentation Process

Lead Acquisition and Segmentation Process

Target Audience

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

  • Understand how email marketing can be integrated into existing marketing strategies to achieve marketing objectives
  • Develop and launch effective email marketing campaigns to boost sales, customer engagement, and nurture customer relationships



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

Course Highlights

In this email marketing course, you will learn:

  • How to set up and launch email marketing campaigns from ground zero
  • How to tailor and deliver customised marketing communications based on your customer lifecycle stages to achieve marketing objectives
  • How to perform email list and contact database segmentation for better targeting and engagement
  • How to measure and optimise your email marketing performance
  • Lead generation, lead nurturing, and customer lifecycle marketing strategies
  • And much more

Course Objectives

By the end of the class, trainees will be able to:

  • Develop and implement an effective email marketing strategy
  • Establish email marketing campaign objectives and performance metrics to measure the effectiveness of email marketing implementation
  • 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 platform for the business
  • Integrate social media marketing efforts with email marketing campaigns
  • Develop a lifecycle marketing strategy in order to communicate relevant email marketing messages at appropriate intervals
  • Drive email marketing campaign development and implementation that leverage both email marketing automation and CRM tools in alignment with marketing strategy
  • Identify important email marketing metrics to track and analyse in order to achieve objectives
  • Evaluate email marketing performance metrics and recommend improvements to email marketing strategy and action plans based on evaluation outcomes

Course Outline

Download the full course brochure here.

Introduction to Email Marketing, Marketing Automation and Customer Relationship Management
Instructor-led | Mode of Delivery (Lecture)

  • 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
Define Email Marketing Customer Personas and Campaign Objectives
Instructor-led | Mode of Delivery (Lecture, Group Discussion, Group Presentation)

  • 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
Fundamental Principles of Email Marketing Segmentation and Personalisation
Instructor-led | Mode of Delivery (Lecture, Group Project Work, Group Discussion, Group Presentation, Brainstorming, Drill and Practice, Demonstration and Modelling)

  • 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)
Choosing a Reliable Email Marketing Software Provider
Instructor-led | Mode of Delivery (Lecture, Group Project Work, Brainstorming, Demonstration and Modelling, Drill and Practice, Case Study)

  • 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
Email Marketing Lead Generation and Customer Data Application
Instructor-led | Mode of Delivery (Lecture, Group Project Work, Demonstration and Modelling, Case Study)

  • 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
Email Marketing Campaign Implementation: Lead Scoring, Advanced Segmentation, and Lead Nurturing
Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

  • 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
Email Marketing Automation
Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

  • 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
Email Marketing Analytics and Optimisation
Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

  • 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
Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling, Case Study)

  • Individual project work presentation
  • Case study with written questions


A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5017-1.1 Marketing Campaign Management under the National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the NICF WSQ Email Marketing course assessment and achieved at least 75% attendance.

WSQ Email Marketing Course Certificate

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5017-1.1 Marketing Campaign Management
Course Code: TGS-2022013731/ TGS-2022013776

Course Support Period: 20 May 2022 – 19 May 2024 / 24 May 2022 – 23 May 2024



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.


“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

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

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

Course Resources

Get 3-year access to constantly updated Email Marketing course resources.

E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Course Duration:
2 Days (9am - 6pm)

Course Schedules:
21, 22 Mar 2023 (Tue, Wed), 9am - 6pm
22, 23 Jun 2023 (Thu, Fri), 9am - 6pm
12, 13 Sep 2023 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)
Online Classroom Course Dates
Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
19, 20 Dec 2023 (Tue, Wed), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$959.04 (inclusive of 8% GST)

Course fee after eligible SSG Subsidies:

From S$337.44 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) 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) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.


Questions? Check out the frequently asked questions below.

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. For more details, you may read the Online-based Classroom Learner Guide.

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.

What is the difference between online classroom and in-person classroom learning modes?

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 screensharing, 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.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

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

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. 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.

WSQ Email Marketing Course

Learn How to Develop and Implement Effective Email Marketing Strategies

Up to 70% subsidies; reserve your seat today

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