M04-03 · AI + Content & Marketing Strategy

Email Marketing and Marketing Automation

Teaches students to design, build, and optimize email marketing campaigns and automation flows across major platforms. Covers email platform operations (Klaviyo, HubSpot, Mailchimp), campaign strategy for different objectives, list management (segmentation, hygiene, deliverability — SPF/DKIM), A/B testing methodology, email flow architecture, rendering testing across email clients, revenue attribution, and legal compliance (CAN-SPAM, GDPR).

30 Hours

7 Learning objectives

Evaluate Bloom's ceiling (?)

5 Competencies

What You'll Be Able To Do

Learning Objectives

Objectives

Depth

Design email marketing flows in Klaviyo, HubSpot, or Mailchimp using triggers, conditional splits (open/click behavior, purchase history), time delays, and exit conditions Create
Apply list management best practices including audience segmentation (VIP, new subscriber, churning), hygiene procedures, and deliverability optimization (SPF/DKIM configuration, consistent sending frequency) Apply
Create A/B testing plans for subject lines, send times, CTA placement, and email design, with statistical rigor in interpreting results Create
Analyze email campaign performance using platform analytics (open rates, click rates, conversion rates, unsubscribe rates) and revenue attribution Analyze
Apply CAN-SPAM and GDPR requirements to email collection, consent management, unsubscribe mechanisms, and data retention policies Apply
Evaluate email rendering across clients using Litmus or Email on Acid, identifying and resolving Outlook-specific and mobile display issues Evaluate
Design a multi-email campaign strategy (teaser, launch, social proof, education, urgency) aligned to a product launch timeline with segment-specific variations Create

Levels: Remember · Understand · Apply · Analyze · Evaluate · Create — highest demands most original thinking.

Core Competencies

What You'll Master

Email Platform Operations

Klaviyo flow builder, HubSpot workflow automation, Mailchimp campaign builder, template design, dynamic content blocks, product recommendation integration.

List Management & Deliverability

Segmentation strategy, list hygiene, sender reputation management, SPF/DKIM/DMARC authentication, inbox placement monitoring, re-engagement campaigns before suppression.

Campaign Strategy

Welcome series, product launch sequences, abandoned cart recovery, win-back campaigns, newsletter cadence, segment-specific messaging variations.

Testing & Optimization

A/B testing design, statistical significance assessment, multivariate testing concepts, subject line optimization, send time optimization, iterative improvement cycles.

Compliance & Rendering

CAN-SPAM requirements, GDPR consent management, unsubscribe mechanisms, email rendering testing, cross-client compatibility, accessibility in email design.

Portfolio Artifact

What You'll Build

Email Marketing Campaign Suite — Student builds a complete email marketing system for a simulated ecommerce or B2B brand: a 5-email welcome flow with conditional splits in Klaviyo or HubSpot, a product launch sequence (5 emails over 2 weeks with segment variations for VIP, new, and churning audiences), a list health audit with segmentation strategy and re-engagement campaign, A/B test results documentation for 3+ tests with analysis, and a deliverability checklist with SPF/DKIM verification.

Tools You'll Use

Industry Tools, Not Toy Projects

Klaviyo

Ecommerce-focused email marketing platform with advanced flow builder and revenue attribution.

HubSpot

B2B marketing automation platform with workflow builder, CRM integration, and lead scoring.

Mailchimp

General-purpose email marketing platform for campaign management and audience segmentation.

Litmus / Email on Acid

Email rendering testing tools for verifying display across email clients and devices.

Canva

Visual design tool for creating email visual assets, headers, and promotional graphics.

Claude

AI assistant for email copy, subject line generation, and campaign strategy development.