Email Marketing eCRM: The User Journey

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.

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.

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.

• 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)