BeginnerStart here. No prior knowledge assumed.
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Lesson 1
Why Email Marketing Still Dominates
Email consistently delivers higher ROI than any other digital channel. Why this is true, the data behind it, and what it means for how to prioritise your marketing budget.
Lesson 2
List Building Fundamentals
Growing an email list with real people who actually want to hear from you. Lead magnets, opt-in forms, landing pages, and the difference between list size and list quality.
Lesson 3
Choosing an Email Platform
Mailchimp vs Klaviyo vs ConvertKit vs ActiveCampaign vs others. What to look for, what the differences actually mean in practice, and how to choose based on your business model.
Lesson 4
Subject Lines That Get Opened
The psychology of email open rates. Curiosity gaps, personalisation, length, emoji use, and the split-testing method that improves subject lines systematically.
Lesson 5
Writing Email Copy
From greeting to CTA — the structure of an email that converts. How to write for people who skim, and the single-focus principle that makes every email more effective.
Why does email marketing consistently outperform other channels on ROI?
What is the single most important element of a successful email opt-in?
IntermediateBuild on the basics.
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Lesson 1
Segmentation — The Right Message to the Right Person
Sending the same email to everyone is why open rates fall. How to segment by behaviour, demographics, purchase history, and engagement level.
Lesson 2
Welcome Sequences
The most important automated sequence in email marketing. What to say in emails 1-5, how to set expectations, and how to move a new subscriber to their first purchase.
Lesson 3
Email Automation — Beyond Welcome
Abandoned cart sequences, post-purchase flows, win-back campaigns, and birthday emails. Automation that generates revenue with no ongoing effort.
Lesson 4
Email Design and Templates
Text-only vs HTML emails, mobile optimisation, image-to-text ratios, and the design choices that improve both deliverability and conversion.
Lesson 5
A/B Testing Email Campaigns
What to test, how to test it, and how to interpret results. The common A/B testing mistakes that produce misleading conclusions.
Lesson 6
Email Metrics — What to Measure
Open rate, click rate, conversion rate, unsubscribe rate, revenue per email. Which metrics indicate health and which are vanity.
What is email segmentation?
What is the primary purpose of a welcome sequence?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Deliverability — Getting to the Inbox
SPF, DKIM, DMARC, IP reputation, domain reputation, and the sending practices that determine whether your emails land in inbox or spam.
Lesson 2
Re-engagement and List Hygiene
What to do with subscribers who stopped opening. Win-back sequences, sunset policies, and why removing unengaged subscribers improves every metric.
Lesson 3
Transactional vs Marketing Email
The difference between transactional emails (receipts, password resets) and marketing emails, and why confusing them damages deliverability.
Lesson 4
Email in the Full Funnel
How email fits with paid ads, SEO, and social media. Using email to re-engage traffic from other channels and the attribution models that give email proper credit.
What does DMARC do?
Why should you remove unengaged subscribers from your list?