MarTech & Email Automation
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Module One — The MarTech Stack and Data Foundations
Mapping Your Stack Around the Customer Record
Preview
Choosing an ESP or Marketing Automation Platform
Governance Naming and Documentation That Scales
3 lessons
Module Two — Email Deliverability and Authentication
SPF DKIM and DMARC Configured Correctly
Building and Protecting Sender Reputation
List Hygiene and Bounce Management
3 lessons
Module Three — Lifecycle and Journey Automation
Designing the Customer Lifecycle Stages
Building Trigger-Based Journeys
Welcome and Re-Engagement Programmes
3 lessons
Module Four — Segmentation and Personalisation
Segmentation Beyond Demographics
Dynamic Content and Merge Logic
Preventing Personalisation From Feeling Intrusive
3 lessons
Module Five — Testing and Optimisation
Designing Valid A/B Tests for Email
Optimising Subject Lines and Send Timing
Reading Engagement Metrics Without Fooling Yourself
3 lessons
Module Six — Consent Privacy and Measurement
Consent and Lawful Basis for Email Marketing
Preference Centres and Data Minimisation
Attribution and Reporting You Can Defend
3 lessons
Module Three — Lifecycle and Journey Automation
Building Trigger-Based Journeys
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