Email Marketing Certification
Study Guide
Lesson 1: Email Marketing Strategy Fundamentals
Lesson overview: Email marketing is essential for any effective inbound marketer, but
what are the building blocks to a compelling and comprehensive strategy? In this lesson,
you'll learn how to build an email marketing strategy that fits the needs of your business.
Learning assets:
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Video: Understanding the Importance of an Email Marketing Strategy
Video: How to Build an Effective Foundation for Your Email Marketing Strategy
Video: Understanding the Importance of an Email Service Provider
Quiz: Email Marketing Strategy Fundamentals
Quiz yourself:
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What makes email a unique platform?
What are the components of a SMART goal?
How do SMART goals support your email marketing strategy?
What is an ESP?
Why is it important for your ESP to integrate with your CRM?
Copyright @ 2023 HubSpot
Lesson 2: Understanding the Importance of Segmentation and Contact
Management in Email Marketing
Lesson overview: Segmentation and contact management play key roles in the efficacy
of your email marketing. In this lesson, you'll learn how to evaluate and create
appropriate segments for your business while approaching contact management
sustainably.
Learning assets:
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Video: The Role of Segmentation in Email Marketing
Video: How Contact Management and Segmentation Work Together
Video: What are Some Examples of Segmentation
Quiz: Understanding the Importance of Segmentation and Contact Management in
Email Marketing
Quiz yourself:
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What is segmentation?
Why is segmentation important?
How does contact management impact segmentation?
If your contact management and segmentation are not integrated, how might that
affect your email marketing strategy?
Copyright @ 2023 HubSpot
Lesson 3: Understanding Deliverability and Permissions
Lesson overview: Successful email marketing does not only rely on savvy content; it
requires compliance with privacy regulations and understanding the mechanisms of
proper deliverability. In this lesson, you'll learn how to help your emails land in the inbox.
Learning assets:
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Video: Foundations for Email Deliverability
Video: Foundations for Permissions
Video: Data Privacy and Regulations in Email Marketing
Video: How Deliverability and Permissions Impact Your Email Marketing Strategy
Quiz: Understanding Deliverability and Permissions
Quiz yourself:
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What is delivery?
What is deliverability?
How does deliverability relate to strategy and segmentation?
What is sender reputation?
What are the most popular forms of email authentication?
What are the types of consent in email marketing?
What constitutes a double opt-in?
What are the primary components of CAN-SPAM?
What are the primary components of GDPR?
What is graymail?
What is a sunset policy?
Copyright @ 2023 HubSpot
Lesson 4: Understanding the Power of Personalization and Automation
Lesson overview: Personalization and automation are integral parts of an email
marketing strategy that's intentional and scalable. In this lesson, you’ll learn how to
integrate these power tools for maximum impact.
Learning assets:
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Video: Why Use Personalization and Automation in Email Marketing?
Video: How Personalization and Automation Impact Your Strategy
Video: Reviewing Examples of Personalization and Automation
Quiz: Understanding the Power of Personalization and Automation in Email
Marketing
Quiz yourself:
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What is personalization?
Why does personalization matter in email marketing?
What is automation?
How does automation help in email marketing?
How do personalization and segmentation fit together in an email marketing
strategy?
Copyright @ 2023 HubSpot
Lesson 5: Understanding Design in Email Marketing
Lesson overview: In a world inundated by content, design plays a significant role in
attaining and maintaining your audience’s attention. In this lesson, you'll learn best
practices for designing your emails for engagement.
Learning assets:
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Video: Defining Why Design Matters in Email Marketing
Video: How to Implement a Strong Design in Email Marketing
Chapter: Reviewing Examples of Email Designs
Quiz: Understanding Design in Email Marketing
Quiz yourself:
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Why is design important in email marketing?
What are the best practices of email design?
What is a wireframe?
What are 4 best practices for creating inclusive designs in email marketing?
Copyright @ 2023 HubSpot
Lesson 6: Maximizing the Impact of Copy in Email Marketing
Lesson overview: No one can dispute the importance of message precision in email
marketing, but it can be challenging to determine how to approach this with maximum
intentionality. In this lesson, learn how to bring cohesion and clarity to your copywriting in
your email marketing.
Learning assets:
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Video: Why Copy Matters in Email Marketing
Video: Common Mistakes When Writing Email Copy
Video: How to Leverage Subject Lines and Preview Text for Maximum Impact
Video: How to Write Persuasive Copy
Quiz: Maximizing the Impact of Copy in Email Marketing
Quiz yourself:
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What are the benefits of strong copy?
What is a brand voice?
What are the 6 common mistakes marketers make when writing email copy?
What is a subject line?
What is preview text?
What are the best practices for creating successful subject lines and preview text?
What are the components for building a strong brand voice?
How can storytelling enhance email copy?
Copyright @ 2023 HubSpot
Lesson 7: Propelling Audiences Toward Action in Email Marketing
Lesson overview: The goal of every marketing email is to entice your audience to take
action. This can be difficult to achieve without properly using CTAs and understanding
send time optimization. In this lesson, learn how to craft and send emails that invite
engagement from your prospects, leads, and customers.
Learning assets:
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Video: Actions That Matter in Email Marketing
Video: Calling Your Audience to Action
Video: Streamlining Send Time Optimization
Quiz: Propelling Audiences Toward Action in Email Marketing
Quiz yourself:
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What are the five most important actions for email marketers and what might they
indicate?
How are open rates impacted by Apple’s Mail Privacy Protection feature?
What is the difference between a hard bounce and a soft bounce?
What is a CTA?
What are the components of a strong CTA?
What are the factors for developing an effective send time optimization strategy?
Copyright @ 2023 HubSpot
Lesson 8: Analyzing Your Marketing Emails
Lesson overview: Everyone is seeking ways to engage their customers through marketing
strategies, but failing to make use of data in your email marketing strategy is a formula
for unnecessary strife. In this lesson, learn about email metrics that matter and engaging
with email analytics to make data-driven decisions.
Learning assets:
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Video: The Importance of Email Analytics
Video: How Context Impacts Your Metrics
Video: Applying Email Analytics to Your Email Marketing Strategy
Video: Reviewing An Example of Implementing Email Analytics
Quiz: Analyzing Your Marketing Emails
Quiz yourself:
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Why are email analytics important in an email marketing strategy?
Describe how context impacts your analytics.
Identify the levels of context that impact your email analytics.
List the steps for applying email analytics to your strategy.
How does segmentation relate to email analytics?
Copyright @ 2023 HubSpot
Lesson 9: Improving Your Email Marketing Through Testing
Lesson overview: There’s always room to grow, right? In email marketing, growth
happens through testing. If you want to improve the quality and effectiveness of your
email marketing, A/B testing is essential. In this lesson, learn about email testing
methodology to maximize your email marketing strategy.
Learning assets:
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Video: The Importance of Email Analytics
Video: How Context Impacts Your Metrics
Video: Applying Email Analytics to Your Email Marketing Strategy
Video: Reviewing An Example of Implementing Email Analytics
Quiz: Analyzing Your Marketing Emails
Quiz yourself:
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What is A/B testing?
How can A/B testing benefit your email marketing?
What are the steps for performing an A/B test?
Copyright @ 2023 HubSpot