Module 17 · Lifecycle Marketing track
Email Marketing & Automation
Getting a customer once is easy. This module teaches you the harder, more valuable skill: keeping them.
Email Marketing & Automation teaches list building, segmentation, campaign design and the drip-automation workflows that turn a one-time buyer into a repeat customer.
1 wk
Module duration
3
Hands-on assignments
Email Marketing Executive
Job role this maps to
Why this module matters
Email remains one of the highest-ROI digital channels precisely because it’s owned, not rented from a platform algorithm — a point this module makes concrete through real campaign builds.
Real-world example
A clothing brand sends one manually-written email to everyone. A brand using automation instead sends a different, better-timed email to someone who abandoned their cart versus someone who just subscribed — and converts significantly more of both.
What you'll actually learn
- List building and lead-capture strategy
- Audience segmentation and personalization basics
- Writing subject lines that improve open rates
- Designing emails that render well on mobile
- Building a welcome-series automation flow
- Deliverability basics: SPF, DKIM, DMARC explained simply
- A/B testing subject lines and send times
- Reading open rate, click rate and conversion data
Practical assignments — you'll do these, not just read about them
Assignment 1 — Build a 3-email welcome automation sequence for a sample brand.
Assignment 2 — Design and send a test campaign, then A/B test two subject lines.
Assignment 3 — Analyze campaign performance data and recommend one improvement.
Tools you'll get hands-on with
Mailchimp / Brevo
Google Sheets (list management)
Canva (email design)
A/B testing tools within ESPs
Where this takes you: Email Marketing Executive
Email Marketing Executive roles specifically test for automation-building experience, which this module provides through a real, working sequence rather than a mock-up.
Have questions about the Email Marketing & Automation module?
Leave your number and a BIIM counselor will walk you through this module, batch timing and what you’ll be doing week to week.
Related modules
See the full Digital Marketing Course curriculum
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