MKT 3290 - EMAIL MARKETING
credits: 3.0
Crosslisted/Same As: DMC 3290
Email marketing is vital to modern businesses and a primary tool in any skilled marketer’s toolkit. In this course, you’ll learn how to craft successful email marketing campaigns for sales, engagement, and activation. By the end of this course, you’ll know how to write emails that drive customers to take desired actions and how to structure campaigns for maximum effect. You’ll also build your own marketing campaign. This online class has optional live sessions.
Course Topics:
Messaging and The Subject Line: For email marketing efforts to be successful, emails must be opened and read. Students will learn how to craft subject lines that boost open rates and write email messages that encourage readers to take the desired action.
Email Campaigns: Marketing emails are generally part of larger campaigns. Students will learn the various ways in which they can structure a campaign for maximum effect.
Conversion, Engagement, and Onboarding: Students will learn the different goals email marketing campaigns can have and how those goals affect both the structure and the text of an email campaign.
Automation: There is a wide range of tools marketers use for building and automating email campaigns. Students will be introduced to several of these - most notably ActiveCampaign - and learn how to build email campaigns within their frameworks.
Metrics: The success of an email campaign is measured by three variables: open rate, click rate, conversion rate. Students will learn how to set benchmarks for these metrics and understand the significance of each insofar as they help the marketer identify how to improve existing campaigns.
Engagement: In addition to writing compelling messages, there are a variety of ways to boost customer or lead engagement with emails. Students will learn how to use giveaways, videos, and more, to improve the success of email marketing campaigns. Objectives: This course is intended to provide students with the skills they need to build and launch successful email marketing campaigns through the following list of knowledge, skills, and behaviors. These are key behaviors that a successful student will be able to put on their resumé to stand out from the crowd: A) Evaluate the role of email marketing within the broader digital marketing landscape and strategically employ email to achieve marketing goals; B) Design high-quality marketing emails that align with best practices, engaging target audiences and driving desired actions. Method of Evaluation: Onboarding Assignments 50 5%, Assignments 250: (5 x 50) 25%, Discussions 40: (2 x 20) 4%, Quizzes 60: (3 x 20) 6%, Hubspot Certification Exam 100 10%, Midterm Project 100 10%, and Final Project 400 40%.
Prerequisite(s): MKT 2250 and WRT 1050 .
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