Govt. Approved Certification Courses | ISO 9001 Certified | Nielit ‘O’ Level | NCVT Approved ITI
Email Marketing Curriculum
History of Email Marketing
1978: The first marketing email was sent, marking the birth of email as a promotional tool.
1990s: Businesses adopted email for mass communication, newsletters, and promotions.
2000s: Improved with personalization, segmentation, and automated campaigns for better engagement.
Evolution: Now powered by AI, automation, analytics, and integration with CRM tools to deliver targeted and data-driven campaigns.
Current use: Widely used by businesses to nurture leads, retain customers, promote products, and build long-term brand relationships.
Module 1: Introduction to Email Marketing
- What is Email Marketing & its importance in digital marketing
- Email Marketing vs. other digital channels (SEO, PPC, SMM)
- Benefits of email marketing for businesses (B2B & B2C)
- Key terms: Open Rate, CTR, Conversion Rate, Bounce Rate, Unsubscribe Rate, Spam Score
- Overview of Email Marketing tools (Mailchimp, HubSpot, ActiveCampaign, SendGrid, ConvertKit)
- Latest trends in email marketing
Module 2: Building an Email List
- Importance of permission-based email marketing
- Strategies to grow an email subscriber list organically
- Creating lead magnets (ebooks, checklists, webinars, discounts)
- Using sign-up forms, pop-ups, and landing pages
- Double opt-in vs. single opt-in
- Managing list hygiene & reducing bounce rates
- GDPR & CAN-SPAM compliance for email marketing
Module 3: Email Marketing Strategy
- Defining campaign objectives (brand awareness, lead nurturing, sales, retention)
- Segmenting subscribers (demographics, behavior, purchase history)
- Personalization & dynamic content in emails
- Customer journey mapping with email campaigns
- Creating a content calendar for email marketing
- Integrating email with other digital channels (SEO, social, PPC, CRM)
Module 4: Types of Email Campaigns
- Welcome emails
- Newsletter campaigns
- Promotional & discount campaigns
- Seasonal & event-based campaigns
- Drip email campaigns
- Re-engagement campaigns
- Transactional emails (order confirmation, shipping, receipts)
- Customer loyalty & retention campaigns
Module 5: Crafting Effective Emails
- Writing subject lines that increase open rates
- Email copywriting best practices (tone, CTA, storytelling)
- Designing responsive email templates
- Using visuals, GIFs, and videos in emails
- Balancing text-to-image ratio
- Creating mobile-friendly emails
- Email accessibility guidelines
Module 6: Automation in Email Marketing
- Introduction to email automation & workflows
- Setting up autoresponders
- Behavior-based automation (cart abandonment, product recommendations, re-engagement)
- Lead nurturing sequences
- Drip campaigns for onboarding & education
- Event-triggered campaigns (birthdays, anniversaries, purchase follow-ups)
- Tools for automation (HubSpot, ActiveCampaign, Mailchimp, Klaviyo)
Module 7: A/B Testing & Optimization
- Importance of A/B testing in email marketing
- Testing subject lines, sender names, CTAs, layouts, and timing
- Multivariate testing for deeper insights
- Analyzing test results to optimize campaigns
- Strategies to improve deliverability & engagement
Module 8: Email Deliverability
- Factors affecting email deliverability
- Avoiding spam filters & blacklists
- Importance of sender reputation
- Authentication protocols (SPF, DKIM, DMARC)
- Best practices for email frequency & consistency
- Cleaning email lists regularly
Module 9: Email Marketing Analytics & Reporting
- Key metrics: Open Rate, CTR, Bounce Rate, Conversion Rate, Revenue per Email
- Analyzing subscriber behavior
- Tracking ROI from email campaigns
- Integrating email data with Google Analytics
- Creating reports & dashboards for stakeholders
- Using AI & predictive analytics in email marketing
Module 10: Advanced Email Marketing Strategies
- Segmentation using AI & predictive analysis
- Hyper-personalization with dynamic content
- Email retargeting with Facebook & Google Ads
- Email marketing for e-commerce (upselling, cross-selling, cart recovery)
- Integrating CRM with email marketing
- Building loyalty programs through email campaigns
- The future of email marketing (AI-driven campaigns, interactive AMP emails, personalization at scale)
Practical Projects
- Build & optimize an email subscriber list
- Create a welcome email series for a brand
- Design & send a newsletter campaign
- Develop a drip campaign for lead nurturing
- Implement cart abandonment emails for e-commerce
- Analyze & report performance of an email campaign
Why Why Learn Email Marketing?
Email marketing is one of the most effective and affordable digital marketing strategies for building customer relationships and driving conversions. Learning it helps you craft engaging newsletters, personalized campaigns, and automated workflows that reach audiences directly in their inbox. It’s widely used in e-commerce, startups, agencies, and global enterprises—making it an essential skill for digital marketers, entrepreneurs, and business professionals looking to grow brands, generate leads, and boost sales.
Future Scope After Learning Email Marketing
The future scope of email marketing is highly promising as personalized and automated communication continues to drive customer engagement and sales across industries. By mastering email marketing, you can pursue careers as an Email Marketing Specialist, Digital Marketing Executive, CRM Manager, Marketing Automation Expert, or Growth Marketer, with opportunities in industries such as e-commerce, IT, healthcare, education, finance, and advertising. With AI-driven personalization, advanced analytics, and seamless integration with CRM and automation tools shaping the future, email marketing ensures strong global career growth for students, professionals, and entrepreneurs.
