Learn to use email marketing analytics, measurement and iteration to improve ROI

If you want your email marketing efforts to be successful, it’s essential to track and measure your email performance so you know what works with your audience and what doesn’t.

For true commercial insights, you must monitor your email campaigns regularly and use email reporting and web analytics to improve them. You also need to know how to draw out insights to evaluate ongoing performance. On this two-week course, you’ll learn how to effectively analyse and measure your email marketing campaigns.

Understand how to measure your success using an email service provider

You’ll learn how to measure your email marketing using an email service provider (ESP) and web analytics data. You’ll also discover how to interpret and analyse email and analytics reports, plan improvements, and deliver better ROI.

Topics include the email iteration opportunity, core measures including open rates, click-through rates, conversion, and email variables that can impact test results, as well as A/B and multivariate testing.

Develop an iterative approach to email marketing that leads to ongoing campaign improvement

You’ll learn how you can use email and web analytics for ongoing improvement, including how to measure the impact of email marketing through attribution modelling which will help you calculate the true value of your email activity.

By the end, you’ll know how to use email marketing analytics, measurement, and iteration to drive your business objectives.

Learn from email marketing experts and take your knowledge to the next level

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel is an award-winning author and voice of the Digital Marketing Podcast. He has provided expertise to brands including the BBC, Sony, Tesco, L’Oreal, and Warner Bros.

What topics will you cover?

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

Prove you're job ready

Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.

Learn the latest in your chosen industry or subject.
Complete each course and pass assessments.
Receive certificates validated by the educating organisation.
Impress employers with learning outcomes you can add to your CV.
Make your career dreams a reality.

Download a PDF

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

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

Who is the course for?

This course is ideal for those who are interested in deepening their understanding of email marketing as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

Who will you learn with?

Daniel Rowles

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

Established
1969
Location
Milton Keynes, UK
World ranking
Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

About this ExpertTrack

Learn how to build high-performing email marketing campaigns, from targeting the right audience to email analytics and analysis.

Find out more

Start learning today - free 7-day trial

After your free trial you can:

Pay $39 per month to keep learning online
Have complete control over your subscription; you can cancel any time
Work at your own pace and set your own deadlines at every stage
Only pay while you’re learning; the subscription will cancel automatically when you finish
Complete online assessments to test your knowledge and prove your skills
Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
Keep access to the content of courses you complete even after your subscription ends

Start your free 7-day trial

Learning on FutureLearn

Your learning, your rules

Courses are split into weeks, activities, and steps to help you keep track of your learning
Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

Experience the power of social learning, and get inspired by an international network of learners
Share ideas with your peers and course educators on every step of the course
Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

As you work through the course, use notifications and the Progress page to guide your learning
Whenever you’re ready, mark each step as complete, you’re in control
Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn