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Email Marketing Best Practices

Intro to Marketing Automation

Email marketing has evolved considerably in the last five years, and along with it, so have best practices. In this course, you learn about the breadth of technologies available to facilitate everything from a simple newsletter to a robust personalized marketing automation infrastructure. We cover everything you need to know to ensure that your email is consistently delivered, opened and, if applicable, clicked.

We approach the topics both from a hard technical perspective as well as a soft marketing skills perspective – giving you the tools, tactics and techniques to measure and improve your email marketing performance.

This course can be applied to the Digital Marketing Certificate.


Steve  Robinson

Steve Robinson

Steve Robinson has 19 years of experience in marketing and technology. As founder of Brilliant Metrics, Steve both leads the team and is hands-on with a variety of digital-first marketing programs all designed with efficiency and continuous improvement in mind. ... read more

Who Should Attend

This course is intended for marketing professionals, web designers and copywriters responsible for guiding or implementing an effective email marketing program.

Benefits and Learning Outcomes

    • Understand the different types of software platforms used to manage email marketing
    • Avoid spam filters and deliverability issues
    • Increase the probability your email is opened and acted upon
    • Differentiate newsletter, drip sequence and automated campaigns and when to use each
    • Best practices for email copywriting
    • Best practices for email design and graphics
    • Select the metrics that matter to your organization

Course Outline/Topics

    • Email Service Providers vs. Marketing Automation Platforms
    • Email program structures
    • Creating an email newsletter
    • Creating a drip sequence
    • Deliverability: ensuring your emails are received
    • Improving open rates
    • Drafting subject lines and preview text
    • Improving results
    • Drafting compelling copy
    • Measuring success and identifying the right metrics to use
    • Strategies for personalization: segmentation, personalization and triggered campaigns


"Excellent course with relevant info. I appreciated the full-circle approach to the course content, from subject lines to audience list grooming to measuring.

I really liked Steve’s approach. He was clearly very knowledgeable on the topic and brought in some of his real-life client experiences. I felt he answered a lot of my questions before I could ask them with a very clear structure of the content. This was one of the best courses I had in the certificate program."  —  Participant, May 2021

"Really enjoyed learning from Steve!"  —  Participant, May 2021

"Steve’s a great instructor. He is organized, takes time to listen and address issues, but most importantly, knows his stuff."  —  Participant, May 2021

"I like courses that push me and my company to evolve our marketing to the next level. Steve gave a great overview as well as practical applications to my business. I’ll take these and start doing list hygiene as well as marketing automation."  —  Kathy DeVries, Wheel & Sprocket, Participant, October 2020

"I like UWM’s classes. Virtual class was surprisingly good. First time I took one since the pandemic."  —  Participant, October 2020

Date: 2 Thu, Jan 27-Feb 3

Delivery Method: Live Online

Time: 8:30am-Noon CT

Platform: Zoom

Instructor: Steve Robinson

Fee: $379

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-14338

Note: Detailed instructions and links will be provided to all registrants approximately one week prior to first class.

Registration Deadline: Jan 27

Register Now


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