My Skill Lab
Business & MarketingBeginner

Email Marketing and Automation

Lists, sequences, deliverability and campaigns that convert.

Taught by Sujata Gurung · Growth & Digital Marketing Lead

What you'll learn

  • Build a permission-based email list with a lead magnet, a simple signup form and double opt-in
  • Segment subscribers by source, interest and behaviour and personalise emails with safe merge fields
  • Design welcome, nurture and behaviour-triggered automations with clear goals and exit rules
  • Write subject lines, preview text and calls to action that lift click-through rates
  • Configure SPF, DKIM and DMARC and keep spam complaints below mailbox-provider thresholds
  • Run statistically sound A/B tests and send campaigns that comply with CAN-SPAM, GDPR and PECR

About this course

Email is still the marketing channel you actually own, and this course shows you how to run it well, from the first signup to a fully automated sequence. It is written for marketers, founders, freelancers and small-business owners who want a list that grows, emails that get read and automations that keep working in the background. You will learn how to build a permission-based list with lead magnets and double opt-in, segment subscribers by behaviour, write welcome and nurture sequences, and craft subject lines and calls to action that earn clicks. You will also set up SPF, DKIM and DMARC so your email reaches the inbox, run A/B tests you can trust, and stay on the right side of CAN-SPAM, GDPR and PECR. No prior experience or paid tools are needed; a free plan on any major email service provider is enough to follow along.

Course content

7 lessons
  1. 1How Email Marketing Works and Why It Still PaysOwned audiences, the building blocks of an email programme, and the metrics that actually matter.Preview
  2. 2Building a Permission-Based ListLead magnets, signup forms, double opt-in and the consent records you need to keep.
  3. 3Segmentation and PersonalisationUse tags, fields and behaviour to send the right message to the right people.
  4. 4Automated Sequences: Welcome, Nurture and Behavioural FlowsPlan triggers, delays and exit rules for the automations that do most of the work.
  5. 5Writing Emails That Get Opened and ClickedSender name, subject line, preview text, skimmable body copy and a single clear call to action.
  6. 6Deliverability: Reaching the InboxSPF, DKIM, DMARC, sender reputation and the bulk-sender rules set by Gmail, Yahoo and Microsoft.
  7. 7Testing, Analytics and Staying CompliantRun A/B tests you can trust, read results honestly and follow CAN-SPAM, GDPR and PECR.