Certificate of Achievement
has completed the following course:
Email Marketing eCRM: Measurement and Iteration
The Open University and Target Internet
This online course explored email marketing analytics, measurement, and iteration to drive business objectives and improve ROI. Learners discovered how to use email and web analytics for ongoing improvement, including measuring the impact of email marketing through attribution modelling.
0 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Explore how to take an iterative approach to email marketing that leads to on-going campaign improvement
- Investigate how to interpret and analyse ESP and web analytics reports
- Assess the opportunities of A/B and multivariate testing in email marketing and the variables that impact these tests
- Explore how attribution modelling can be used to see how email marketing is contributing to organisational objectives
Syllabus
- The email iteration opportunity
- Core measures: open rates, click through rates and conversion
- Email variables that impact results
- A/B and multivariate testing
- ESP reports
- Web analytics for email marketing
- Attribution modelling to calculate the true value of email activity
Issued on 6th October 2022
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.