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 following certificates:
Business Administration Certificate
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 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


"There was a lot of great information packed into this two-part class. Some of it I was aware of already, but other pieces I’ll be taking back to my colleagues and working on adding the tools and other ideas.

Steve is knowledgeable and makes it clear right away that marketing has all kinds of camps in terms of email marketing techniques and practices. I really liked that he emphasized measuring your email success against your own sends, and continuously trying to improve on those metrics.

I really liked that the School of Continuing Education has a person logged in and present for the class, in case there are any tech glitches, etc. I also like that they are open to changing things up, based on what students are interested in."  —  Participant, October 2022

"Very good course with helpful and current information. [The instructor is] very knowledgeable and an industry expert."  —  Participant, October 2022

"Really well done. Very helpful to moving forward. Steve really knows his subject. Very practical minded."  —  Participant, October 2022

"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, Feb 23-Mar 2

Delivery Method: Live Online

Time: 8:30am-Noon CT

Platform: Zoom

Instructor: Steve Robinson


$349 by Feb 9
$379 after Feb 9

CEUs: .7

Enrollment Limit: 20

Program Number: 5026-14808

Note: Participants will receive instructions for logging into Canvas to access course materials and Zoom links several days prior to the start date.

Registration Deadline: Feb 23

Register Now


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