Email Marketing eCRM: CRM and Marketing Automation

Explore the role of CRM and marketing automation to improve your email marketing

To get the most out of your email marketing, you need the right tools to store your email lists, create and send email campaigns, and track your results.

On this two-week course, you will be guided through the technology options available to you, from selecting the right systems to making the best use of their functionality, helping you work smarter with email marketing.

Discover the right email service provider for your business

There are lots of different email service providers (ESPs), from the basic through to highly sophisticated ones. These tools can store your customer data, tag characteristics, put people into lists, build rules to trigger emails, score email leads, and more. The course will help you explore what these tools do, how they’re used, and the overlap and differences between them.

You’ll learn about the role of customer relationship management (CRM) and marketing automation and how you can use them to dramatically improve your user journeys and maximise your organisational goals.

Understand how to get the most from CRM and marketing automation

You will also learn how to implement an effective approach to automation to improve reach, engagement, and conversion. Topics include identifying opportunities to collect data, triggered email and workflows, chat-bots, personalisation, ad targeting, testing, measurement, and iteration.

By the end, you’ll understand the role of ESPs, CRM, and marketing automation, how to choose the right platform for your business, and how to get the most from them.

Learn from digital marketing experts, Target Internet with The Open University

You’ll benefit from practical training content created by experts who have provided expertise to brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

This course is ideal for those who are interested in deepening their understanding of email marketing as part of their overall approach to digital marketing.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• The role of CRM and automation in digital marketing
• Welcome to the course!
• CRM and marketing automation in perspective
• The ESP, CRM and marketing automation overlap
• Opportunities for data collection
• Week 1 review
• Getting the most from CRM and marketing automation
• Welcome to the week!
• Triggered email and workflows
• Going beyond email – personalisation, chatbots and ad targeting
• Testing, measurement and iteration
• Week 2 review