In this course, students will realize that email marketing adheres to the same basic principles as traditional marketing. They will see how email marketing fits into their overall marketing mix. They also will understand the difference between acquisition and retention, and how it impacts email campaigns. They also will learn how the buying process, customer journey and customer lifecycle all impact campaign messaging and timing.


  • Identify how email marketing intersects with other channels
  • Identify how email can help meet overall marketing goals
  • List the four P’s of marketing
  • Explain how email marketing is direct marketing
  • List the marketing objectives for acquisition
  • List types of tactics used for acquisition
  • List the marketing objectives for retention
  • List types of tactics used for retention
  • Compare how to measure acquisition and retention objectives
  • Classify products/services that fall into one of the four types of buying processes
  • List the steps in the customer journey

About this Class


Minutes of education


Video Lessons


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Darcy Grabenstein

Darcy Grabenstein has more than 15 years of experience in digital marketing, with a heavy emphasis on e-commerce. In the realm of email marketing, she has worked on both the creative and production sides of the business. As a senior copywriter, Darcy has written email copy for clients ranging from large corpora more.

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