Indian Institute of Technology Kanpur

Email Marketing

Indian Institute of Technology Kanpur

Digital Marketing

About Programme

Course Highlights

Understand how email marketing works end-to-end: list building, segmentation, campaign planning, and personalization techniques that drive real engagement.
Get familiar with drip automation, A/B testing, regulatory compliance (GDPR, CAN-SPAM, DPDP Act), and why email remains one of the highest-ROI owned marketing channels.
Gain practical knowledge of email authentication (SPF, DKIM, DMARC), audience segmentation, and lifecycle campaign strategy in one structured email marketing course online.

Programme Content

Introduction to Email Marketing & List Building

  • Role of Email in Modern Digital Strategy and Why It Remains a High-ROI Owned Channel
  • Automation vs Traditional Campaigns: Comparing Approaches and Effectiveness
  • Industry Statistics and Career Opportunities in Email Marketing
  • Strategies for List Building: Lead Magnets, Strategic Forms, and Double Opt-In
  • Segmentation and Profiling: Demographic, Behavioural, and Interest-Based
  • Database Hygiene Practices and Quality Over Quantity

    • Campaign Fundamentals & Personalization

  • Types of Campaigns: Newsletters, Promotional, Transactional, and Lifecycle Emails
  • Writing Effective Subject Lines and Avoiding Spam Triggers
  • Personalization Techniques: Dynamic Fields, Behavioural Targeting, Geographic Targeting, and Lifecycle Triggers

    • Drip Campaigns & Automation in Practice

  • What Is a Drip Campaign and How It Nurtures Users Towards Conversion
  • Use Cases of Drip Campaigns: Onboarding, Nurturing, and Re-Engagement
  • Designing Customer Journeys and Workflows: Triggers, Sequences, and Branching Logic
  • How Automation Works: Trigger, Action, Rules, and Data Flow
  • Simple Workflow Example and Why Drip Campaigns Matter at Scale

    • Advanced Automation & Lifecycle Strategies

  • Lifecycle Automation Beyond Basics: Onboarding, Retention, and Win-Back
  • The 6-Stage Customer Lifecycle Journey: Awareness, Onboarding, Engagement, Retention, Advocacy, Win-Back
  • Integration of Automation with Customer Data in CRM
  • How CRM and Automation Work Together: Collect, Segment, Trigger, Update
  • Why Lifecycle Automation Matters for Consistency, Trust, and Revenue Growth

    • A/B Testing & Email Compliance

  • Why A/B Testing Matters and How It Drives Data-Driven Decisions
  • What to Test in Emails: Subject Lines, CTA Buttons, Send Times, Content, and From Name
  • Key Metrics to Track: Open Rate, CTR, Conversion Rate, Bounce Rate, and Unsubscribe Rate
  • Compliance and Data Privacy Fundamentals
  • Major Laws to Know: GDPR, CAN-SPAM, and India's DPDP Act (2023)
  • Best Practices for Compliance and Avoiding Spam Filters

    • Email Authentication

  • The Triple Threat: SPF (Sender Authorization), DKIM (Message Integrity), and DMARC (Policy and Enforcement)
  • Benefits of Authentication: Higher Deliverability, Lower Spam Classification, Stronger Phishing Protection, and Brand Trust
  • Authentication in Action: How SPF Check, DKIM Check, DMARC Alignment, and Policy Application Work Together
  • Implementation Roadmap: SPF Setup, DKIM Setup, and DMARC Setup
  • Best-Practice Deployment Sequence: Deploy SPF and DKIM, Monitor via DMARC, Enforce, and Optimize

    • Programme Benefits

    Fundamentals of Email Marketing

    Explain why email remains a high-ROI, owned channel in modern digital marketing.
    Build a segmented email list using ethical opt-in methods and basic database hygiene.

    Campaign Design and Personalization Techniques

    Write effective subject lines and apply personalization techniques including dynamic fields, behavioural triggers, geographic signals, and lifecycle-based personalization.
    Find out how marketers develop relevant email marketing campaigns based on various customer personas.

    Automation and Customer Lifecycle Approach

    Map a drip campaign workflow with triggers, sequences, and branching logic, and place it within the 6-stage customer lifecycle.
    See how marketers automate their campaigns to nurture leads, keep their customers engaged, and retain them.

    Marketing Campaign Testing and Best Practices

    Recognize what to A/B test, which metrics to track, and the key compliance frameworks: GDPR, CAN-SPAM, and India's DPDP Act.
    Understand how marketing teams evaluate campaign success while maintaining responsible and compliant communication practices.

    Email Authentication: SPF, DKIM & DMARC

    Discover how SPF, DKIM, and DMARC protect email deliverability and sender reputation.
    Gain an introduction to basic email authentication methods, an essential foundation for learning email marketing effectively.

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    Indian Institute of Technology Kanpur

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    https://www.iitk.ac.in
    Kanpur, India

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    Email Marketing | IIT Kanpur