Online ExpertTrack in Business & Management

Email Marketing eCRM

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

Created by

The Open UniversityThe Open University

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In collaboration with

Target InternetTarget Internet

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Develop skills to plan, build, and measure successful email marketing campaigns

Email is a powerful tool that allows marketers to reach their target audience directly and build loyalty and engagement. It has the potential to earn your business an impressive return on investment (ROI).

The four courses in this ExpertTrack will give you the skills and knowledge you need to create high-performing email marketing campaigns.

Discover best-practice approaches to email marketing

Over eight weeks, you will learn how to use email marketing effectively throughout the user journey and how to plan a best-practice approach using proven techniques and tools. From goal setting and benchmarking to selecting email service providers, creating engaging emails, A/B testing, measuring performance, and reporting, you’ll gain the practical skills you need to support your business or organisation and grow your expertise in email marketing.

Moreover, you’ll explore the role of electronic customer relationship management (eCRM) and marketing automation and how to use email marketing analytics, measurement, and iteration to improve your email marketing.

Use email service providers to create high-performing campaigns

You’ll explore what it takes to create well-targeted, segmented, and personalised emails that reach your audience at the right time to provide value, get their attention, and drive action.

You’ll also learn about email service providers that offer a wide range of tools and analytics to plan, build, send, and report on email campaigns and find out how to choose the right platform for your business.

Invest in your career by learning in-demand email marketing skills

By the end, you’ll be able to apply a best-practice approach to email marketing. You’ll know how to use email service providers to set effective targeting and manage data, build email designs and templates, and interpret email and analytics reports for ongoing email campaign performance.

You’ll learn with industry experts Target Internet, who have more than two decades of experience in planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator, Daniel Rowles, is the voice behind the Digital Marketing Podcast and is an award-winning author in the field.

The courses in this ExpertTrack are designed to complement each other, so it’s recommended that you take them in the order presented to develop your knowledge effectively.

Industry statistics

  • Median base salary

  • UK job openings/month


Key skills you will learn

  • Goal setting for campaign success
  • How to take a user-centric approach
  • How to design engaging emails
  • How to select appropriate email service providers
  • Email benchmarking
  • Carry out A/B testing
  • Segmentation and targeting techniques
  • Attribution modelling
  • Create and interpret email reports for continuous improvement

Learning outcomes

By the end of the ExpertTrack, you’ll be able to...

  • Apply a best-practice approach to email marketing
  • Create email designs and build email templates
  • Interpret email and analytics reports for ongoing email campaign performance
  • Identify and use email service providers to set effective targeting and manage data

Experience required

This ExpertTrack is ideal for anyone who would like to build their confidence in email marketing. You don’t need any prior knowledge to join, although any work experience will help contextualise and enhance your learning.

Whether you are a beginner or have some understanding of email marketing in practice, each course is clearly explained in a way that’s suitable for all levels.

Getting started

This ExpertTrack will help anyone who would like to plan, build, and measure effective email marketing to drive their business outcomes.

The courses are suitable for those who want to grow their career in digital marketing, whether new to the field and want to build their knowledge; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.

The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles around the world.

ExpertTrack course overview

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.

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How ExpertTracks work

Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.

Join a free 2-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.

World-class learning with 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

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

This ExpertTrack is in collaboration with Target Internet

Target Internet delivers digital marketing training to the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Meet your instructor

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

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

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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Start learning today - free 2-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


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 2-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 2-day free trial. You may claim one free trial period per ExpertTrack.

You have two days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 2-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

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