Develop a customer-centric approach to email marketing across the user journey

Email marketing can be one of the most effective forms of digital marketing when it’s done right.

On this two-week course, you’ll learn how to use email marketing successfully across each stage of the user journey. You’ll also discover how a customer-centric email marketing plan can help you align your audience objectives and business goals.

Discover how to align your email marketing activity within the user journey

Getting back to marketing fundamentals, you’ll learn why it’s important to set email marketing objectives to achieve your goals and how your campaigns can be more successful when you focus on understanding your target audience and their journey online.

You’ll also discover the essential building blocks to carry out your campaign activity, including what to avoid and why it’s important to measure and optimise your campaigns.

Learn how to take a user-centric approach for effective email marketing

You’ll be introduced to some of the tools, techniques, and metrics needed to create high-performing email marketing campaigns, including email service providers (ESP), customer relationship management (CRM) and marketing automation systems. You’ll also learn how to prevent your emails from finding themselves in spam or junk folders or getting immediately deleted.

By the end of this course, you’ll know how to use email marketing throughout the user journey and understand how to take a user-centric approach to drive engagement and deliver your objectives.

Learn from digital marketing experts, Target Internet with The Open University

This course is designed by experts, Target Internet, who keep up to date with the latest trends, providing expertise to well-known brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

What topics will you cover?

Understand the role of email in the user journey
Spam and email volumes
User journey mapping and email marketing
Email service providers (ESPs)
The role of customer relationship management (CRM) and automation systems
Keeping iteration and measurement at the core of email marketing activity

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...

Assess the role of email in achieving your digital objectives
Explore how to take a user centric approach to email that will align your audience and organisational objectives
Explore what should be avoided when planning email marketing activity
Reflect on how email should be used differently at each stage of the user journey
Investigate the key tools involved including email service providers (ESP), customer relationship management (CRM) and marketing automation (MA)

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.

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

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