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


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

"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

"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. 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

"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

Date: 2 Thu, Apr 18 and 25, 2024

Delivery Method: Live Online

Time: 8:30am - 12:00pm CT

Platform: Zoom

Instructor: Steve Robinson


$349 by Apr 4, 2024
$374 after Apr 4, 2024

CEUs: .7

Enrollment Limit: 15

Program Number: 5026-15532

Note: Prior to the course start date, participants will receive instructions for logging into Canvas to access course materials and Zoom links.


Registration Deadline: Apr 18, 2024

Register Now


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