A self-paced course on operating marketing technology and email automation as an engineering discipline rather than a series of one-off sends. Six modules cover the MarTech stack and data foundations, email deliverability and authentication, lifecycle and journey automation, segmentation and personalisation, testing and optimisation, and consent, privacy and measurement. The focus is on building programmes that reach the inbox, respect the recipient and can be measured honestly.

Written for marketing operations specialists, email managers and technically minded marketers who own or are taking on the automation stack. Tech Skills Library is independent and issues no certification, credential or licence.

Modules

Module One — The MarTech Stack and Data Foundations

Lessons

• Mapping Your Stack Around the Customer Record Preview
• Choosing an ESP or Marketing Automation Platform
• Governance Naming and Documentation That Scales

Module Two — Email Deliverability and Authentication

Lessons

• SPF DKIM and DMARC Configured Correctly
• Building and Protecting Sender Reputation
• List Hygiene and Bounce Management

Module Three — Lifecycle and Journey Automation

Lessons

• Designing the Customer Lifecycle Stages
• Building Trigger-Based Journeys
• Welcome and Re-Engagement Programmes

Module Four — Segmentation and Personalisation

Lessons

• Segmentation Beyond Demographics
• Dynamic Content and Merge Logic
• Preventing Personalisation From Feeling Intrusive

Module Five — Testing and Optimisation

Lessons

• Designing Valid A/B Tests for Email
• Optimising Subject Lines and Send Timing
• Reading Engagement Metrics Without Fooling Yourself

Module Six — Consent Privacy and Measurement

Lessons

• Consent and Lawful Basis for Email Marketing
• Preference Centres and Data Minimisation
• Attribution and Reporting You Can Defend