Email Marketing Certification

Study Guide

Lesson 1: Understanding Email Marketing

Lesson description:
In today’s world, there are endless ways to communicate, but email marketing is still an important inbound tool
for having conversations with your contacts. Email marketing is rooted in every part of an inbound strategy, and a
great strategy will help you keep your marketing on target and show your company a return on investment. Learn
why email marketing is an important part of inbound and how to build an effective email marketing strategy for
growth.

Videos:
• Understanding the importance of email marketing
• How to build an effective email marketing strategy?
• What does an email marketing strategy look like?

Topics:
• Email marketing
• Email relation to contact database
• Emails connection to a CRM
• Emails connection to overall inbound strategy
• Creating human, helpful and customer-driven conversations
• Inbound methodology
• Significance of segmentation
• Power of personalization
• Impact of data-driven analysis
• Buyer personas
• Buyers journey
• Email Service Provider
• Email software

Quiz Yourself:
• What is the definition of an email marketing strategy?
• What are the four stages of the inbound methodology?
• In which stage of the inbound methodology does email primarily live?
 Email Marketing Certification
Study Guide

Lesson 2: Creating a Contact Management and Segmentation Strategy

Lesson description:
To provide value to your contacts, you need to understand their needs. To grow your business, you need a
strategy that helps you be as productive as possible. Learn how to create a contact management and
segmentation strategy that's designed to help you send contextual content in emails and create conversations
that people want to engage with. That is the power of bringing contact management and segmentation
together.

Videos:
• Why is contact management and segmentation important?
• How do you build a segmentation strategy?
• What does a segmentation strategy look like?

Topics:
• Contact management
• Segmentation
• Contact database
• CATS
• Permission
• Clean and organize database
• Collecting information
• Explicit data
• Implicit data
• Creating segments

Quiz Yourself:
1. What does the email marketing strategy “CATS” stand for?
2. There are three best practices for creating a successful segmentation strategy. Two of them are having a
clean and organized database and understanding implicit and explicit data. What is the third?
3. If explicit data is information that is intentionally shared between a contact and a company, what is
implicit data?
4. What is a contact property?
 Email Marketing Certification
Study Guide

Lesson 3: Sending the Right Email

Lesson description:
When you send the right email, you have a better chance of converting your leads into customers because you’re
sending the most contextual message. This means you’re delivering that message to the right person at the time
so it will provide the most value to them. In turn this will help you develop your relationship with them, build
trust, and continually delight them. In this lesson you’ll learn the key components of how to send the right email
to the right person at the right time, and provide the most value to your contacts in the process.

Videos:
• Why is it important to send the right email?
• How do you send the right email?
• What does sending the right email look like?

Topics:
• Sending the right email
• Buyer journey
• AIDA

Quiz Yourself:
1. There are three key components to sending the right email. The first is including the right content in the
email. What are the second two?
2. Inbound is all about the happy marriage between what two things?
3. True or false? The AIDA model can be used to organize the structure of your emails.
 Email Marketing Certification
Study Guide

Lesson 4: Creating High-Performing Email

Lesson description:
Sending email, checking email, and drafting email has become as much a part of our day-to-day lives as getting
up and going to work. And email will continue to play an important role in both our professional and personal
lives. Creating emails that engage your contacts and help you grow your business will be a key piece of your
overall email marketing strategy. In this lesson you’ll learn the elements of high-performing emails and what you
can do to implement them in your business.

Videos:
• Why focus on high-performing email?
• How do you create a high-performing email?
• What do high-performing emails look like?

Topics:
• ROI of email
• 5 Whys
• Email goals
• Optimizing your email
• Conversions

Quiz Yourself:
1. There two main themes when creating high performing emails. One of these is to selecting the right goal
for your email. What is the second?
2. With subject lines, shorter is better. What is the average character length that will appear on a mobile
device?
3. True or false? To be compliant with CAN-SPAM law you only need to include your physical address in
your footer.
4. To achieve the second theme of creating high performing emails, “optimizing for a conversion” you need
someone to get into your email then compel them to take action. What do we look at when trying to
focus on this conversion?
5. When using the Five Whys to help you set goals for your emails, what is the most important question that
you ask?
 Email Marketing Certification
Study Guide

Lesson 5: Understanding Email Deliverability

Lesson Description:
In this lesson you hear from the assistant postmaster at HubSpot as well as learn how to identify trends in your
email deliverability metrics and next steps you can take from them. You’ll learn how your email deliverability
strategy will continue to help you build trust with your contacts and create long-lasting relationships with them.

Videos:
• Why is an email deliverability strategy important?
• How to take control of email deliverability for your business?
• What does email deliverability look like?

Topics:
• Email deliverability
• Sources
• Permissions
• Expectations
• Types of opt-ins
• Graymail
• Verifiable permission

Quiz yourself:
1. What is the definition of email deliverability?
2. What are the three ways to look at your contacts list through?
3. Are there three levels of opting in types?
4. What is graymail?
5. When looking to send email to your contacts what do you need to collect to help build the trust you need
to create lasting relationships with your contacts.
 Email Marketing Certification
Study Guide

Lesson 6: Outlining the Design of your Marketing Emails

Lesson Description:
A well-designed email will drive the content forward, guiding the contact who received it to your desired goal.
Content and design are equally important partners in delivering valuable emails to your contacts. In this lesson
learn about why design is important for your marketing emails and how you can start designing emails that will
provide value to your contacts.

Videos:
• Why is email design important?
• How do you outline the design of your marketing emails?
• What types of email designs can you use?

Topics:
• Email design
• Email client
• Foundations of good email design
• Mobile responsiveness
• Consistent experiences through email

Quiz Yourself:
1. What is an email client?
2. What are the two foundational benefits of great email design?
3. In a HubSpot survey of more than 1,500 customers, what was the most important email element for their
company?
4. Two of the three steps of creating an outline for your email design are setting a goal and writing and
designing the content. What is the third?
5. What are the two key parts to creating a consistent experience in your marketing emails?
 Email Marketing Certification
Study Guide

Lesson 7: Analyzing Your Marketing Emails

Lesson Description:
Analysis in essential to everything that you do as an inbound professional— and not just with email. Every channel
you’re using, analyzing, and improving consistently will keep you growing. In this lesson you’ll explore why
analyzing your email sends is important and the steps you can take to do this analysis.

Videos:
• Why is analyzing your marketing emails important?
• How do you analyze your marketing emails?
• What does email marketing analysis look like?

Topics
• Analysis of inbound email
• Steps to conduct analysis for your emails

Quiz yourself
1. There are three key areas of analyzing your emails. Two of them are individual email metrics and
return on investment. What is the third?
2. True or false? Email delivered is defined as the number of valid email addresses that accepted your
company’s email.
3. What is an email clickthrough rate?
4. What is the definition of analysis?
 Email Marketing Certification
Study Guide

Lesson 8: Testing Your Marketing Emails

Lesson Description:
Before sending an email, you’re planning, preparing, and carefully crafting the emails that you send. So why,
after all of that, are you also going to test them to change them? In this lesson you’ll learn why testing your
marketing emails is an important piece of your overall email marketing strategy along with what types of test you
can run on your marketing emails and how to position those tests.

Videos:
• Why test your marketing emails?
• How to develop tests for your marketing emails?
• What does an email marketing test look like?

Topics:
• A/B testing
• Segments
• Designing tests
• Statistically significance

Quiz yourself:
1. When you and your business decide you are going to run a test what is the one thing you need to have to
get started?
2. What is A/B Testing?
3. What is one of the common mistakes when running A/B tests?
4. True or False: Do you have to use an A/B testing tool to run your tests?
5. True or false: Should you on average focus on testing only one variable at a time?
 Email Marketing Certification
Study Guide

Lesson 9: Developing Relationships with Lead Nurturing

Lesson description:
Lead nurturing is important to inbound marketing because it’s your opportunity to provide value to your leads
and customers and help them grow with your business. In this lesson you’ll hear from industry experts on how to
develop relationships through lead nurturing and the keys to help you grow your business through lead
nurturing.

Videos:
• Why is lead nurturing important?
• How to develop relationships using lead nurturing campaigns?
• What does developing relationships with lead nurturing look like?

Topics:
• Fundamentals of lead nurturing strategy
• Lead nurturing
• Marketing automation
• Contact management
• The buyer’s journey
• Behavioral email

Quiz Yourself:
1. What is behavioral email?
2. What does Campaign Creators talk about as being so important to your lead nurturing strategy?
3. What are the three foundational pieces of a lead nurturing strategy?
4. What is the definition of lead nurturing?