Email, Mobile and Marketing Automation
Email, SMS, messaging applications, push notifications, and automation help organizations communicate directly with customers throughout the lifecycle. These channels are most effective when communication is permission-based, relevant, timely, and connected to customer behavior.
Learning Objectives
- Plan permission-based direct digital communication.
- Segment audiences and design lifecycle journeys.
- Build automated campaigns using triggers and conditions.
- Improve deliverability, engagement, and conversion.
Permission and Data Quality
- Collect clear and lawful consent.
- Explain what communication the subscriber will receive.
- Provide simple preference and unsubscribe options.
- Protect customer data and restrict unnecessary access.
- Remove invalid, inactive, or risky addresses when appropriate.
Lifecycle Communication
| Stage | Automated Communication |
|---|---|
| Acquisition | Welcome sequence and value introduction |
| Consideration | Education, comparisons, case studies, reminders |
| Conversion | Cart recovery, booking reminders, limited offers |
| Onboarding | Setup instructions, training, success milestones |
| Retention | Usage tips, loyalty rewards, renewal reminders |
| Reactivation | Win-back messages and preference updates |
| Advocacy | Review, referral, and customer-story requests |
Segmentation and Personalization
Useful segments may be based on lifecycle stage, purchase history, value, interests, engagement, geography, behavior, or service needs. Personalization should improve relevance rather than merely insert a first name.
Automation Logic
- Define the trigger, such as signup, purchase, inactivity, or abandoned cart.
- Apply conditions and audience filters.
- Select channel and message sequence.
- Set waiting periods and frequency limits.
- Define exit conditions.
- Track conversions and customer experience.
- Test and refine the journey.
Email Deliverability
- Use authenticated sending domains.
- Avoid purchased lists and misleading subject lines.
- Maintain healthy engagement and complaint rates.
- Use consistent sender identity and recognizable branding.
- Test rendering across devices and inboxes.
- Monitor bounces, spam placement, and reputation.
Campaign Metrics
- Delivery and bounce rate
- Open rate as a directional metric
- Click-through and click-to-open rate
- Conversion and revenue per recipient
- Unsubscribe and complaint rate
- Customer retention and lifetime value
Class Sessions
1- Introduction to Marketing and Customer Value
2- Market Research Fundamentals
3- Introduction to Integrated Marketing Communications (IMC)
4- Digital Marketing Strategy Fundamentals
5- Introduction to Marketing Research
6- International Marketing Fundamentals
7- Introduction to Strategic Marketing Management
8- Marketing Evolution and Core Concepts
9- Consumer Behaviour Analysis
10- Marketing Communication Process
11- Website Strategy, UX and Conversion Optimization
12- Defining the Research Problem and Research Design
13- Global Market Entry Strategies
14- Marketing Environment and Strategic Situation Analysis
15- Customer Needs, Wants and Demands
16- Competitive Analysis and Market Positioning
17- Advertising Strategy and Planning
18- Search Engine Optimization and Search Marketing
19- Secondary Data and Competitive Intelligence
20- International Consumer Behaviour
21- Market Segmentation, Targeting and Positioning Strategy
22- The Marketing Environment
23- Digital Brand Management
24- Media Planning and Buying
25- Social Media Strategy and Community Management
26- Qualitative Research Methods
27- Global Branding and Positioning
28- Competitive Strategy and Value Proposition Design
29- Customer Value and Satisfaction
30- Customer Experience Management
31- Digital Advertising & Social Media Marketing
32- Email, Mobile and Marketing Automation
33- Quantitative Research and Survey Design
34- International Pricing and Distribution
35- Growth Strategies and Marketing Innovation
36- Marketing Process and Strategy
37- Innovation and Product Improvement
38- Content Marketing Strategy
39- E-Commerce Strategy and Online Retail Operations
40- Sampling Design and Fieldwork Management
41- International Marketing Communications
42- Strategic Product, Pricing and Channel Decisions
43- The Marketing Mix (4Ps)
44- Brand Communication Strategy
45- Public Relations & Corporate Communication
46- Digital Customer Journey, CRM and Personalization
47- Consumer Behaviour and the Buyer Decision Process
48- Cross-Cultural Negotiation and Relationship Management
49- Strategic Marketing Communications and Brand Alignment
50- Relationship Marketing and Customer Relationship Management (CRM)
51- Marketing Performance Metrics and Analytics
52- Sales Promotion & Direct Marketing
53- Marketing Technology, Data and Privacy
54- Segmentation, Personas and Customer Insight
55- International Marketing Research
56- Marketing Implementation, Organization and Control
57- Ethics and Social Responsibility in Marketing
58- Future Trends in Marketing and Product Management
59- Measuring Advertising Effectiveness & Marketing Analytics
60- Digital Analytics, Attribution and Performance Optimization
61- Data Analysis, Interpretation and Marketing Dashboards
62- Managing Risks in International Marketing
63- Marketing Performance Measurement and Strategic Evaluation
64- Module 1 Case Study and Practical Review
65- Module 5 Case Study and Practical Assessment
66- Developing an Integrated Marketing Communications (IMC) Campaign Plan
67- Developing a Complete Digital Marketing and E-Commerce Plan
68- Preparing and Presenting a Marketing Research Report
69- Developing a Complete International Marketing Plan
70- Developing a Complete Strategic Marketing Plan
71- Introduction to Marketing Research
72- Marketing Information Systems (MIS)
73- Research Design and Planning
74- Primary Data Collection Methods
75- Secondary Data Sources
76- Consumer Behavior Fundamentals
77- Consumer Decision-Making Process
78- Factors Influencing Consumer Behavior
79- Market Segmentation Through Consumer Insights
80- Module 2 Case Study and Practical Review
81- Introduction to Segmentation, Targeting, and Positioning (STP)
82- Market Segmentation Strategies
83- Evaluating Market Segments
84- Target Market Selection
85- Positioning Strategies
86- Creating a Value Proposition
87- Developing Positioning Maps
88- Competitive Positioning
89- STP Strategy in the Digital Age
90- Module 3 Case Study & Practical Review
91- Introduction to Product Strategy
92- Product Life Cycle
93- New Product Development (NPD)
94- Product Portfolio Management
95- Branding Fundamentals
96- Brand Identity and Brand Image
97- Brand Equity and Brand Loyalty
98- Brand Positioning and Brand Architecture
99- Digital Brand Management
100- Module 4 Case Study & Practical Review