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Anna Kayfitz, Instructor - Email Marketing Analytics

Anna Kayfitz

Anna Kayfitz is the owner of StrategicDB, a marketing analytics company. She has over 10 years of experience in Business Intelligence and Marketing Analytics, as well as an MBA from a top business school (Schulich School of Business) with a specialization in Marketing and International Business. Anna has worked for recognized industry players such as Harlequin, Sunwing Airlines and Eloqua (Now Oracle Marketing Cloud). As the founder of StrategicDB she has helped set up and maintain marketing analytics for marketing agencies such as The Food Group, Is Inspired and Spark Interact.

Instructor: Anna Kayfitz

Everything you need to know about Email Marketing Analytics

  • Instructor has over 10 years of experience in Business Intelligence and Marketing Analytics with Harelquin, Eloqua (now Oracle Marketing Cloud), and Sunwing Airlines
  • Learn how to perform A/B, Multivariate Testing, Dashboards, and other topics to become an effective email marketer. 

Duration: 1h 33m

Course Description

This course teaches you everything you need to know about e-mail marketing analytics. The objectives of this course are: to implement reporting of your email marketing campaigns, show you how to judge the success of your campaigns, and how to improve your email marketing using analytical frameworks. It will also show you how to present your results in a way that executives and potential investors care about.

What am I going to get from this course?

  • Set up tracking for your emails
  • Read and calculate the basic metrics of email marketing such as Hard Bounces, Click Through Rates, Open Rates and so on. 
  • Identify deliverability issues and understand the importance of data quality
  • Benchmark against your competition and industry 
  • Analyze campaign performance 
  • Benchmark against other sources including: Social media, Digital Marketing and other sources. 
  • Perform A/B and Multivariate Testing
  • Understand Drip Campaigns
  • Create dashboards for both your marketing team and executives. 
  • Learn the importance of segmentation, data quality, lead scoring and deliverability. 

Prerequisites and Target Audience

What will students need to know or do before starting this course?

Basic analytical skills and some marketing knowledge. 

Who should take this course? Who should not?

This course is adapted for:

  • Marketing Analysts who want a more in-depth look at email marketing. 
  • Marketing Operations persons who want to optimize their email campaigns. 
  • Marketing persons who want to improve their email marketing using analytics. 
  • A management person who wants to understand the importance of email marketing for potential investors, board of directors, and executive levels.  


Module 1: Module 1

Lecture 1 Intro to Email Marketing

Lecture 2 Into to Email Marketing

In this video you will be introduced to e-mail marketing, as well as what are the current ways companies are deploying it and monitoring the results. You will also learn the different types of campaigns that are deployed and important parts of email.

Lecture 3 Basics of Email Marketing Metrics

In this video you will learn how to calculate and why it is important to track: Open Rates, Click Thru Rates, Bounce Rate, Unsubscribed Rates, total sents, total opens, total clicks. You will also learn the difference between soft and hard bounces.

Quiz 1 Basics of Email Marketing Metrics

Lecture 4 Difference Between Email Service Providers (ESP) and Marketing Automation Tools

In this video you will learn the difference between Email Service Providers and Marketing Automation tool. You will learn the advantages and disadvantages of each tool and how the difference effects your reporting.

Lecture 5 Setting Up Tracking W/ UTM Codes

In this video you will learn how to set up UTM codes for your links. You will learn how to set-up campaigns in your Marketing Automation tool and how you want to track the cost of your deployment.

Lecture 6 Drip Campaigns

In this video you will learn what a drip campaign is and how it is used, as well as how to measure results.

Module 2: Testing

Lecture 7 A/B Testing

In this video you will learn how to conduct A/B testing, what aspects you can test and how to create a testing matrix for long term planning.

Quiz 2 A/B Testing
Lecture 8 Multivariate Testing

In this video you will learn what Multivariate testing is, how to conduct it and how to read the results. You will also learn best practices and tips on how to optimize your results.

Module 3: Dashboards & Advanced Reporting

Lecture 9 Dashboards

In this video you will learn what tools you can use to report on your email marketing. You will also learn what information should be available in your dashboard.

Quiz 3
Lecture 10 Benchmarking Against the Competition

In this video you will learn how to judge your email performance against other companies in your industry.

Lecture 11 Comparing Email Marketing to Other Channels

In this video you will learn how to compare email marketing to digital marketing, social media, content marketing, and other channels.

Module 4: Advanced Topics

Lecture 12 Delieverability

In this video you will be introduced to the importance of tracking your email’s deliverability, basic privacy laws that should be observed and where to check your country’s privacy laws, as well as how to track your deliverables.

Lecture 13 Data Quality

In this video you will learn about ways to make sure your data is usable. Topics covered include: deduping and data normalization.

Lecture 14 Lead Scoring

In this video you will be introduced to lead scoring and how to score your leads for both demographic and behavioral attributes.

Quiz 4 Review Advanced Topics

Lecture 15 Segmentation

In this video you will be introduced to the importance of segmentation and personalization and how to segment your list with the data that you already have.

Lecture 16 Conclusion

Overview of what was covered as well as other aspects outside of email marketing that should be considered for optimization of email marketing.


9 Reviews

Christopher K

May, 2017

Email marketing fascinates me and I wanted to become a high level professional in this field, though I started email marketing on my own initiative but lacking thorough professional and technical knowledge

Fibinse X

May, 2017

This course really helped me to exactly learn what I was looking for. I was delighted to learn to perform A/B, dashboards and multivariate testing for effective email marketing which I did not do earlier. It taught me email marketing analytics nicely, besides implementing campaigns for email marketing, improving email marketing with analytical frameworks. The instructor of the course is found to be a thorough email marketing professional as she was found to be very knowledgeable in this field.

Bruno M

May, 2017

It was indeed nice to learn practically from such an experienced professional email marketing expert. Earlier I did not attempt drip campaign, which now I can do with confidence. It’s an excellent course for those of like me who are interested in pursuing email marketing as a profession.

venkata K

July, 2017

This was a good skill course. The instructor shared an abundance of information about Email Marketing Analytics. Huge thanks to the instructor for making all this available for us.

Shubhabrata R

July, 2017

The instructor is competent. In her lessons, she shares a wealth of knowledge about the subject. What I like about her course is that she provided a useful and organized framework and the recommended studies are all very much helpful in understanding further about the subject issues. Possibly the mere opinion I would offer to this area is that to make it more powerful, present case studies for hands-on practice in analysis. Overall, it was a great course.

Janine C

July, 2017

Really good course, I thoroughly enjoyed the frameworks, examples, structure, and practical examples. I was capable of using many of the practices quickly in my everyday work.

Hina A

July, 2017

A complete course. I absolutely loved the thoroughness of the course design and the facilitator's technique that was engaging but still simple to understand.

Henk C

October, 2017

I finally understand the difference between Marketing Automation and Email Marketing Provider (ESP). This course went beyond the simple A/B testing of subject lines and target marketing. It will teach you how to set up UTM codes, about drip campaigns, different type of emails you can be sending out, lead scoring and so much more!! I finally understand e-mail marketing from A to Z not just from a content perspective but using data driven approach to optimize email campaigns.

Peter V

October, 2017

I highly recommend taking this course for anyone who is in marketing. I am now able to calculate the ROI on all my email campaigns, do bench-marking against other marketing channels and do competitive analysis! Also, it was helpful to hear how to present data to the executives as well as manager's level. I never knew you can optimize so much in an email!