Email Marketing eCRM: Measurement and Iteration

Learn to use email marketing analytics, measurement and iteration to improve ROI

If you want your email marketing efforts to be successful, it’s essential to track and measure your email performance so you know what works with your audience and what doesn’t.

For true commercial insights, you must monitor your email campaigns regularly and use email reporting and web analytics to improve them. You also need to know how to draw out insights to evaluate ongoing performance. On this two-week course, you’ll learn how to effectively analyse and measure your email marketing campaigns.

Understand how to measure your success using an email service provider

You’ll learn how to measure your email marketing using an email service provider (ESP) and web analytics data. You’ll also discover how to interpret and analyse email and analytics reports, plan improvements, and deliver better ROI.

Topics include the email iteration opportunity, core measures including open rates, click-through rates, conversion, and email variables that can impact test results, as well as A/B and multivariate testing.

Develop an iterative approach to email marketing that leads to ongoing campaign improvement

You’ll learn how you can use email and web analytics for ongoing improvement, including how to measure the impact of email marketing through attribution modelling which will help you calculate the true value of your email activity.

By the end, you’ll know how to use email marketing analytics, measurement, and iteration to drive your business objectives.

Learn from email marketing experts and take your knowledge to the next level

This course is designed by Target Internet’s CEO Daniel Rowles with The Open University. Daniel is an award-winning author and voice of the Digital Marketing Podcast. He has provided expertise to brands including the BBC, Sony, Tesco, 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.

• Planning an iterative approach to email marketing
• Welcome to the course!
• The email iteration opportunity
• Measuring and optimising email landing pages and onsite conversion
• A/B and multivariate testing
• Week 1 review
• Email marketing measurement and analytics analysis
• Welcome to the week!
• ESP reports
• Web analytics for email marketing
• Attribution modelling to calculate the true value of email activity
• Week 2 review