Description

Total Contact period: 54 hours

Weekly contact: 4.5 hours of Lecture time

Email Marketing

Building relationships and driving sales through targeted email.

• List building
• Sequence automation
• Newsletter writing
• Open rate and click optimization

Why it matters: Delivers the highest ROI of any digital marketing channel.

The 90-Day Email Marketing Curriculum

Here is your weekly roadmap. Each week focuses on mastering one specific block of the email marketing ecosystem.

Month 1: Foundations & Fundamentals (Weeks 1–4)

Week 1: Core Concepts & Tool Mastery

This week focuses entirely on building your core vocabulary, setting up your lab environment, and understanding your primary tool.

Week 2: Audience Psychology & Lead Magnets

• Focus: Discovering what your target audience values enough to exchange their contact details for. Learn how to outline, structure, and create high-converting lead magnets using free tools.
• Key Action: Research a specific niche market. Design a clean, high-value 2-page resource guide.

Week 3: Landing Page Layouts & Optimization

• Focus: Understanding the visual hierarchy of pages that convert visitors into subscribers. Focus on headline frameworks, clear copywriting, removing external navigation links, and optimizing button color contrast.
• Key Action: Design a responsive landing page using your ESP's free templates, and run test sign-ups across both desktop and smartphone screens.

Week 4: Foundational Copywriting for Email

• Focus: The structural mechanics of text formatting in emails. Master the art of writing highly compelling subject lines, preview text configurations, conversational writing tones, and natural CTA integration.
• Key Action: Write 5 variations of a welcome email. Test how varying subject lines alter visual weight in a simulated inbox.

Month 2: Automation & Strategic Flows (Weeks 5–8)

Week 5: The Multi-Step Welcome Sequence

• Focus: Designing automated onboarding experiences. Map out a 3-part sequential series that introduces a brand, provides unexpected value, and transitions seamlessly into a soft introductory offer.
• Key Action: Build a multi-step time-delayed automation tree in your ESP that triggers upon form submission.

Week 6: Segmentation Strategy & Practical Tagging

• Focus: Transitioning away from a single mass list format. Learn how to configure behavior-based conditional paths (e.g., if a user clicks a link, assign Tag X; if they ignore it, assign Tag Y).
• Key Action: Set up rule-based tags to separate a test subscriber base into two distinct focus categories.

Week 7: Intro to E-commerce Flows (Abandoned Cart Logic)

• Focus: Strategic automation frameworks tailored specifically for online stores. Learn the operational triggers required for abandoned shopping carts, checkout drops, and product post-purchase customer follow-ups.
• Key Action: Map a conditional flow diagram tracing a customer's journey from abandoned item to recovery email.

Week 8: Practical A/B Splitting & Basic Analytics Analysis

• Focus: Running simple data experiments. Learn to select a single variable to modify (e.g., changing only the subject line text or altering the color of a primary CTA button) and interpret performance tracking reports.
• Key Action: Design and launch a real split-test campaign to your sample list segments, then analyze the winning open-rate trends.

Month 3: Applied Optimization & Client Readiness (Weeks 9–13)

Week 9: Basic Deliverability, List Health, & Compliance

• Focus: Ensuring emails reach the inbox instead of the spam folder. Learn the importance of purging inactive subscribers (unsubscribing unengaged accounts) and basic legally required footer compliance rules.
• Key Action: Run a simulated list cleaning exercise and draft an explicit privacy-compliant email footer template.

Week 10: Campaign Calendars & Newsletter Content Strategy

• Focus: Creating content consistent with client long-term schedules. Plan out sustainable promotional content calendars that blend content value (tips, resources) with commercial sales pitches.
• Key Action: Build out a complete 30-day promotional and informational email calendar for a mock business.

Week 11: Portfolio Asset Gathering

• Focus: Compiling your work into an attractive layout to win your first freelance contract or internship. Gather screenshots, flow diagrams, copy drafts, and live links into a clean case study format.
• Key Action: Produce a professional PDF or simple portfolio page highlighting your best funnel creation, automated sequences, and copywriting samples.

Week 12: Freelance Client Acquisition Frameworks

• Focus: Finding businesses that need your help. Learn how to identify small businesses or digital creators who have broken landing pages, missing welcome sequences, or unoptimized newsletter formatting.
• Key Action: Research and write 5 personalized, audit-style cold outreach pitches highlighting clear optimizations you can implement for them.

Week 13: Graduation Project Review

• Focus: Polishing all skills and conducting end-to-end system diagnostics on your final funnel setups.
• Key Action: Complete a live walk-through test of your entire portfolio assets to ensure zero broken links, perfect mobile display rendering, and flawless automation tracking.