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Beginner · English

A Step-by-Step Approach to Email Marketing

Learn to plan, write and send email campaigns that reach the inbox and get results, term by term.

  • 71 lessons
  • Updated November 2026

What you'll learn

  • Plan, write and send email campaigns that reach the inbox, keep a healthy list and read the results, knowing what every term means.

Course content

22 sections · 71 lessons

Basic communication3 lessons
  1. Lesson: Communication, message, sender, receiver and medium
  2. Lesson: Written, audience, purpose and action
  3. Lesson: Attention, intention, response and digital
Basic business & intent3 lessons
  1. Lesson: Business, product, service and value
  2. Lesson: Customer, offer, trust and relationship
  3. Lesson: Prospect, lead and demand
Marketing basics3 lessons
  1. Lesson: Marketing, promotion, brand, target and interest
  2. Lesson: Awareness, engagement, conversion, lead generation and lead capture
  3. Lesson: Channel, funnel, lead magnet and offer
Basic advertising terms3 lessons
  1. Lesson: Advertising, ad, copy and platform
  2. Lesson: Audience, demographic, targeting and creative
  3. Lesson: Impression, click, traffic and destination
Email as a communication medium3 lessons
  1. Lesson: Email, plain text email, HTML email and inbox
  2. Lesson: Address, subject line, pre-header and body
  3. Lesson: Link, attachment, newsletter and broadcast
Landing & conversion structure3 lessons
  1. Lesson: Website, web page, landing page and opt-in page
  2. Lesson: Sales page, thank you page, confirmation page and field
  3. Lesson: Form, submission, lead capture page and ad traffic
Email marketing foundations5 lessons
  1. Lesson: Email marketing, campaign, contact, list and contact list
  2. Lesson: Subscriber, permission, opt-in, unsubscribe and spam
  3. Lesson: Frequency, pace, database and subscriber
  4. Lesson: List growth, signup, source and cold list
  5. Lesson: Cold email, bulk mail, BMO and blast
Content and design4 lessons
  1. Lesson: Content, headline, copy, call to action and layout
  2. Lesson: Template, personalization, content type, drag and drop editor and WYSIWYG
  3. Lesson: Rich text editor, block, placeholder and field
  4. Lesson: Merge, mail merge, merge field and merge tag
Basic metrics3 lessons
  1. Lesson: Metric, sent, delivered, opened and clicked
  2. Lesson: Bounce, complaint, list size, growth rate and conversion
  3. Lesson: Conversion rate, click-through rate, cost, cost per click and return on investment
List quality & behavior5 lessons
  1. Lesson: Active subscriber, inactive subscriber, engagement rate, segmentation and relevance
  2. Lesson: Clean list, dirty list, churn and import
  3. Lesson: Export, sync, update and duplicate
  4. Lesson: Merge, tag, segment and reactivation
  5. Lesson: Database reactivation, spam, cold list and cold email
Technical foundations3 lessons
  1. Lesson: Domain, sending domain, server, mail server and IP address
  2. Lesson: Reputation, email client, web browser and web mail
  3. Lesson: CRM, database, record and field
Email authentication2 lessons
  1. Lesson: Authentication, DNS, DNS record, SPF and DKIM
  2. Lesson: DMARC, MX, A and IP address
Email sending mechanisms4 lessons
  1. Lesson: System, protocol, SMTP, hostname and port
  2. Lesson: Encryption, TLS, credentials, username and password
  3. Lesson: Value, authentication, API and API request
  4. Lesson: API response, API key, private key and public key
Deliverability3 lessons
  1. Lesson: Deliverability, inbox placement, spam folder and filtering
  2. Lesson: Blacklist, warm-up, invalid email and hard bounce
  3. Lesson: Soft bounce, spam, spam filter and spam complaint
Advanced metrics1 lesson
  1. Lesson: Open rate, click rate, bounce rate and conversion rate
Operations & workflow3 lessons
  1. Lesson: Automation, trigger, schedule and queue
  2. Lesson: Throttle, campaign trigger, drip campaign and lifecycle
  3. Lesson: Funnel step, entry point and conversion point
Compliance & ethics3 lessons
  1. Lesson: Consent, compliance, CAN-SPAM, GDPR and spam act 2003
  2. Lesson: Australian communications and media authority, CASL, PECR, ePrivacy directive and CCPA
  3. Lesson: LGPD, POPIA, PDPA and privacy
Platform-specific terms2 lessons
  1. Lesson: ESP, ISP and dashboard
  2. Lesson: Log, error and status
Automation basics1 lesson
  1. Lesson: Process, manual, automatic, rule and workflow
Introduction to AI5 lessons
  1. Lesson: Artificial intelligence, model, input, output and instruction
  2. Lesson: Prompt, AI generation, generated content and tone
  3. Lesson: Style, AI copywriting, angle and personalized content
  4. Lesson: Variation, A/B test, A/B+ test and AI campaign generation
  5. Lesson: Subject line generation, content blocks, dynamic content and spintax
HTML basics6 lessons
  1. Lesson: HTML, tag, element and <div>
  2. Lesson: Attribute, value, path and alt
  3. Lesson: Img, src, anchor and href
  4. Lesson: Opening tag, closing tag, content and link
  5. Lesson: List, ordered list, unordered list, style and inline style
  6. Lesson: CSS, class, ID and comment
HTML for email3 lessons
  1. Lesson: Table, row, cell, header and <thead>
  2. Lesson: <tbody>, <tfoot>, <caption>, <colgroup> and <col>
  3. Lesson: Put it together

About this course

Email marketing is full of terms that get thrown around without explanation: open rate, deliverability, SPF, segmentation, drip campaign. This course starts before any of that, with the basics of communication itself, and builds up step by step until you understand every word you need to plan, write, send and measure an email campaign.

You start with the simple ideas behind any message: sender, receiver, audience, purpose and action. From there you move into the basics of business and marketing: what a customer, a lead and a funnel actually are, and how advertising brings people to a page. Once that foundation is in place, the course turns to email itself: what makes up an email, how landing pages and forms capture leads, and what separates a healthy contact list from a cold or dirty one.

Middle sections cover the practical side of running campaigns: writing content with a clear call to action, using templates and merge fields to personalize messages, and reading basic metrics like opens, clicks and bounces. You then go a level deeper into list quality, covering segmentation, churn, reactivation and the difference between a clean list and a cold one.

The later sections introduce the technical side, kept as light as possible: domains, servers, authentication records like SPF, DKIM and DMARC, and how email actually travels through systems like SMTP. From there you move into deliverability, advanced metrics such as open rate and click-through rate, and operational ideas like automation, triggers and drip campaigns.

The course also covers the rules around sending email, including consent and the major compliance laws such as CAN-SPAM, GDPR and CASL, so you understand what is required of you as a sender. A section on AI introduces prompts, tone, style and AI-generated content and subject lines, showing how these ideas fit into modern email marketing. The final sections cover HTML basics and how HTML is used to build and structure emails, finishing with a lesson that puts the pieces together.

By the end, you will know:

  • How to plan a campaign from first idea to sent message
  • How to write copy and calls to action that get a response
  • How to build and keep a healthy, permission-based list
  • How to read metrics like open rate, click rate and conversion rate
  • How authentication and deliverability affect whether your email reaches the inbox
  • What the main compliance rules require of you as a sender
  • How templates, merge fields and basic HTML are used to build emails

The course is built for complete beginners. Each section adds new terms on top of what came before, so you never need outside knowledge to keep up. If you are starting a business, taking on marketing tasks, or simply want to understand what your email tools are asking of you, this course takes you from first principles to a working, practical understanding of email marketing.

Who this course is for

  • Anyone new to email marketing: business owners, marketers and people who want to send email that gets read and acted on.

Frequently asked questions

Do I need any prior marketing or technical knowledge to start?

No. The course begins with the basics of communication itself, such as sender, receiver and message, before introducing any marketing or email terms. Each section builds on the last, so no prior knowledge is assumed.

Who is this course designed for?

It is for anyone new to email marketing, including business owners, marketers and anyone who wants their emails to be read and acted on. It is written at a beginner level and does not assume you have sent a campaign before.

Will I learn the technical side, like authentication and HTML?

Yes. Later sections cover technical foundations such as domains, servers and IP addresses, introductory email authentication like SPF, DKIM and DMARC, and HTML basics used to build email layouts. These are introduced gently after the non-technical sections are covered.

Does the course cover how to measure if my campaigns are working?

Yes. There is a dedicated section on basic metrics such as sent, delivered, opened and clicked, followed by a later section on advanced metrics like open rate, click rate, bounce rate and conversion rate.

Does it explain email compliance and privacy laws?

Yes. A section covers consent and compliance, including CAN-SPAM, GDPR, CASL, PECR and other regional privacy laws like LGPD, POPIA and PDPA, so you understand what is expected of you as a sender.

Is automation covered, or is this just about writing and sending single emails?

The course covers both. It explains single campaigns and broadcasts as well as automation concepts like triggers, schedules, queues, throttling and drip campaigns, building from manual sending up to automated workflows.

Does the course mention AI tools for email marketing?

Yes, there is an introductory section on AI covering prompts, tone, style, AI-generated content, subject line generation and A/B testing, explained at a very basic level as it applies to email campaigns.

How is the course structured, from beginner to advanced topics?

It moves from basic communication and business concepts, through marketing and advertising terms, into email-specific topics like campaigns, lists and metrics. It then progresses to list quality, technical foundations, deliverability, compliance, AI, and finally HTML for building emails.