Email Marketing Analytics & Optimization

This course is part of AI-Enhanced Email Marketer with MailChimp, Gmail and Outlook Specialization

Instructor: Professionals from the Industry

Access provided by NIH/NIMH

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

11 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

1 week to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Build comprehensive performance dashboards to monitor and report on email campaign KPIs.
Set up conversion tracking in Google Analytics 4 and generate UTM performance reports.
Create Excel pivot reports to summarize campaign data and analyze CTR discrepancies.
Lead post-mortem analysis sessions to extract actionable insights from campaigns.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

21 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the AI-Enhanced Email Marketer with MailChimp, Gmail and Outlook Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 11 modules in this course

Data-driven decision making separates good email marketers from great ones. This course dives deep into advanced analytics and optimization strategies, equipping you with the skills to measure, interpret, and act on campaign performance data at a professional level.

You will learn how to build comprehensive performance dashboards to monitor and report on email campaign KPIs, set up conversion goal tracking in Google Analytics 4, and generate monthly UTM performance reports that demonstrate clear campaign impact. You will also develop advanced Excel skills to create pivot reports summarizing campaign data, analyze discrepancies between predicted and actual click-through rates, and lead post-mortem analysis sessions to extract actionable insights from campaign results. By the end of this course, you will have the analytical and reporting skills that employers expect from experienced email marketing professionals, reinforced by a hands-on course project in which you will produce a complete analytics and reporting package for a real-world campaign scenario.

This module establishes foundation skills in advanced email campaign data analysis, enabling learners to move beyond basic metrics to create comprehensive Excel reports that correlate campaign performance with business outcomes.

What's included

2 videos2 readings1 assignment

This module builds advanced skills in systematic performance gap analysis and strategic improvement development, enabling learners to identify meaningful discrepancies and create testable hypotheses for campaign optimization.

What's included

2 videos2 readings2 assignments

2 videosTotal 10 minutes

The Strategic Value of Gap Analysis3 minutes
Performance Gap Analysis Methodology7 minutes

2 readingsTotal 18 minutes

From Analysis to Action: Closing Performance Gaps8 minutes
Podcast: Click-Through Rate Analysis and Optimization10 minutes

2 assignmentsTotal 20 minutes

Course-Level Assessment: Pivot Campaign Data16 minutes
Performance Gap Analysis4 minutes

Learners will master the technical setup of email conversion tracking in GA4, establishing the foundation for proving email marketing's true business value.

What's included

2 videos3 readings2 assignments

2 videosTotal 8 minutes

The Attribution Challenge in Email Marketing2 minutes
GA4 Fundamentals for Email Marketers5 minutes

3 readingsTotal 18 minutes

Email Conversion Tracking Configuration Guide8 minutes
Podcast: GA4 Email Tracking Setup - Part 15 minutes
Podcast: GA4 Email Tracking Setup - Part 25 minutes

2 assignmentsTotal 18 minutes

GA4 Email Conversion Setup13 minutes
GA4 Email Conversion Tracking5 minutes

Learners will master advanced GA4 reporting and attribution analysis to generate actionable insights that demonstrate email marketing's comprehensive business impact.

What's included

2 videos3 readings3 assignments

2 videosTotal 7 minutes

Data-Driven Attribution for Email Campaigns2 minutes
GA4 Reports for Email Performance Analysis5 minutes

3 readingsTotal 18 minutes

Advanced Email Attribution in GA48 minutes
Podcast: Creating Email Performance Reports - Part 15 minutes
Podcast: Creating Email Performance Reports - Part 25 minutes

3 assignmentsTotal 60 minutes

Track Conversions in GA4 - Course Assessment15 minutes
Email Performance Report Creation15 minutes
GA4 Email Performance Analysis30 minutes

Learners will develop real-time monitoring systems and intervention strategies to optimize email campaign performance within the first 48 hours of deployment.

What's included

2 videos2 readings2 assignments

Learners will master comprehensive post-campaign analysis techniques and create strategic engagement reports that transform raw data into actionable business insights.

What's included

2 videos2 readings3 assignments

2 videosTotal 10 minutes

Strategic Insights from Deep Engagement Analysis3 minutes
Advanced Engagement Metrics and Analysis7 minutes

2 readingsTotal 22 minutes

Creating Engagement Heat Maps and Visualizations8 minutes
Podcast: Mastering Engagement Analysis and Strategic Reporting14 minutes

3 assignmentsTotal 50 minutes

Decode Engagement Metrics - Course Assessment25 minutes
Comprehensive Engagement Analysis20 minutes
Advanced Engagement Analysis5 minutes

This module equips marketing professionals with strategic KPI monitoring skills and dashboard management expertise for email marketing campaigns.

What's included

3 videos1 reading1 assignment

Learners will master the systematic process of updating KPI dashboards with email campaign data, transforming raw metrics into strategic business intelligence through effective visualization, contextual annotation, and stakeholder-focused presentation techniques.

What's included

4 videos1 reading2 assignments

Build comprehensive monthly email-performance dashboards that transform data into strategic assets for leadership decision-making.

What's included

2 videos3 readings2 assignments

2 videosTotal 11 minutes

Dashboards as Strategic Decision Drivers3 minutes
Strategic Dashboard Design Principles8 minutes

3 readingsTotal 24 minutes

Advanced Visualization Techniques for Email Data10 minutes
Podcast: Building in Looker Studio - Part 17 minutes
Podcast: Building in Looker Studio - Part 27 minutes

2 assignmentsTotal 25 minutes

Dashboard Development20 minutes
Advanced Dashboard Development5 minutes

Lead systematic post-campaign analysis to extract actionable insights and drive strategic marketing improvements through structured evaluation methodologies.

What's included

3 videos1 reading2 assignments

You will synthesize performance measurement and analytics skills to produce a comprehensive email analytics report. Drawing on data analysis, GA4 (Google Analytics 4) , engagement metric interpretation, KPI benchmarking, and dashboard reporting skills, you analyze a multi-campaign dataset and deliver a structured, executive-ready report with visualizations and strategic recommendations. This deliverable reflects the kind of high-impact analytical work that distinguishes strategic email marketers in professional settings.