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Email as a Promotional Tool for Business

Course Overview

This short course teaches the skills and knowledge needed to plan and build successful email campaigns. Learn about the benefits of email marketing and what email content to produce based on email campaign goals.

Key Information

Course Length

Learning Method(s)
Online materials
Online assessment

For Individuals

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Unit 2: Email as a Promotional Tool for Business

  • Email campaigns for business
  • Benefits and pitfalls of email campaigns
  • Audiences
  • What is a target audience?
  • Market research and market segmentation
  • Timing
  • Key features of email marketing that can lead to success
  • Planning and designing an email campaign
  • Content that can be used within an email campaign
  • How to measure the success of an email campaign
  • Return on investment (ROI)
  • Conversion rate
  • Cost Per Acquisition (CPA)
  • General Data Protection Regulation 2018
  • The seven key principles of GDPR
  • Why is data used in marketing activities?
  • Examples of data used within marketing
  • Keeping data safe
  • Limitations placed upon use of data for marketing purposes
  • Consequences of data protection breaches