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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/think-outside-the-inbox
课程评论：没有评论
课程名称：跳出收件箱思考：电子邮件营销 概述： 《跳出收件箱思考：电子邮件营销》是谷歌数字营销与电子商务证书项目中的第四门课程，共七门。本课程将探讨如何执行成功的电子邮件营销活动。电子邮件营销是最古老且最有效的数字营销渠道之一，也是整体数字营销策略中的重要组成部分。电子邮件是许多企业接触现有客户、促进与企业互动、推动购买和建立忠诚度的主要渠道。在本课程中，您将学习电子邮件营销的相关知识，包括：创建电子邮件营销策略、执行电子邮件活动以及衡量这些活动的结果。您还将了解到如何使用邮件列表及利用自动化和工作流程。 由目前在该领域工作的谷歌员工提供指导，课程中包含动手活动和示例，模拟常见的数字营销和电子商务任务，并展示一些实际工作中使用的最佳工具和资源。 完成该项目中的七门课程后，学习者将能够申请数字营销和电子商务的初级岗位，无需之前的经验。 课程目标： - 编写有效的预览文本和主题行，采用最佳实践 - 创建电子邮件营销自动化和工作流程 - 构建和维护电子邮件列表 - 编写有效的电子邮件内容 - 进行联系人管理和列表细分 - 采用最佳实践安全处理个人可识别信息（PII）和用户数据 - 衡量和分析电子邮件活动结果 课程大纲： 1. 引言：电子邮件营销概述 - 探讨电子邮件营销的定义、运作原理及其重要性，学习如何使用PESTLE和SWOT分析框架设定SMART营销目标，并掌握电子邮件营销的最佳实践。 2. 电子邮件营销的类型 - 研究最常见的营销电子邮件类型，包括客户问候邮件、吸引订阅者的邮件、保持客户的邮件等，并学习如何撰写 catchy 电子邮件内容。 3. 电子邮件营销的有用工具 - 学习有助于电子邮件营销的工具，如何创作和细分电子邮件列表，并探索如 HubSpot 和 Mailchimp 的电子邮件营销工具及其使用方法。 4. 收集和分析电子邮件活动数据 - 了解电子邮件营销中的关键指标，如开启率、点击率、退订率等，并学习如何有效测量、追踪和分析电子邮件活动结果。 5. 运行自己的电子邮件营销活动 - 创建、管理并完成一个模拟的电子邮件营销活动，设定SMART目标，细分邮件列表，完成一系列电子邮件，最终通过分析活动结果向利益相关者进行汇报。 此次课程将为您提供在电子邮件营销方面的实用知识和技能，帮助您有效开展和管理电子邮件活动。
Name:Introduction to think outside the inbox: email marketing
Description:You will explore what email marketing is, how it works, and why it’s useful. You’ll also learn the importance of email marketing to meet business goals. Then, you’ll use the PESTLE and SWOT frameworks to set SMART email marketing goals. To wrap up module 1, you’ll learn best practices in email marketing and how to apply them.
Name:Types of email marketing
Description:You will examine the most common types of marketing emails. First, you’ll learn about emails that greet customers, like acquisition emails and welcome emails. Next, you’ll learn about emails that entice subscribers, such as newsletters and promotional emails. You’ll focus on emails that keep customers, known as retention emails. Then, you’ll explore how to craft catchy email copy, write sample subject lines, and create preview text for marketing emails.
Name:Useful tools for email marketing
Description:You will learn about useful tools for email marketing. You’ll determine how to create and segment email lists. You’ll also learn how to write effective emails that engage with customers. After that, you'll explore email marketing tools like HubSpot and Mailchimp and learn how they work. Then, you’ll explore crisis management and how to correct mistakes in email marketing.
Name:Collect and analyze email campaign data
Description:You will learn about the key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more. You’ll examine how to measure, track, and analyze email campaign results. Then, you’ll learn how to effectively present email campaign results to stakeholders by creating an email marketing campaign report.
Name:Run your own email marketing campaign
Description:You will create, manage, track, and complete a mock email marketing campaign. You’ll be given a fictional business to build the email campaign around, and you’ll employ all the strategies, tools, and tricks you’ve learned during this course to complete the campaign. First, you’ll set SMART goals for your campaign. Then, you’ll segment your email list and complete an email series. Finally, you’ll complete the campaign and end the course by analyzing the results of the campaign and presenting them to stakeholders.
Think Outside the Inbox: Email Marketing is the fourth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty. In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Write effective preview text and subject lines using best practices - Create email marketing automation and workflows - Build and maintain email lists - Write effective email copy - Conduct contact management and list segmentation - Employ best practices to handle personally identifiable information, or PII, and user data safely - Measure and analyze email campaign results
