Description
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.
What is included
Self-paced online course with 6 modules and 18 lessons, lifetime access to the course content, and a Certificate of Completion badge when every lesson is marked complete.
Curriculum
Module One — The MarTech Stack and Data Foundations
- Mapping Your Stack Around the Customer Record
- Choosing an ESP or Marketing Automation Platform
- Governance Naming and Documentation That Scales
Module Two — Email Deliverability and Authentication
- SPF DKIM and DMARC Configured Correctly
- Building and Protecting Sender Reputation
- List Hygiene and Bounce Management
Module Three — Lifecycle and Journey Automation
- Designing the Customer Lifecycle Stages
- Building Trigger-Based Journeys
- Welcome and Re-Engagement Programmes
Module Four — Segmentation and Personalisation
- Segmentation Beyond Demographics
- Dynamic Content and Merge Logic
- Preventing Personalisation From Feeling Intrusive
Module Five — Testing and Optimisation
- 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
- Consent and Lawful Basis for Email Marketing
- Preference Centres and Data Minimisation
- Attribution and Reporting You Can Defend
One-time purchase. Education and skill-building only; completion does not guarantee a job, promotion, security clearance or clearance eligibility, and no certification, credential or licence is issued.
