Course Outline:

Module 1: Advanced Email Analytics Foundations

• Beyond opens and clicks: advanced engagement metrics

• Setting KPIs for different campaign types

• Email tracking setup in HubSpot, Salesforce, Mailchimp
  Case Study: Metrics that drive ROI in B2B email campaigns

Module 2: Designing A/B & Multivariate Tests

• Difference between A/B and multivariate testing

• Identifying test variables (subject lines, CTAs, content)

• Sample size, confidence levels, and statistical validity
  Exercise: Design an A/B test for a re-engagement campaign

Module 3: Subject Line & Preheader Testing

• Impact of subject lines on open rates

• Testing length, personalization, and tone

• AI-assisted subject line generation (ChatGPT, Jasper)
  Practical: Run a subject line A/B test and analyze results

Module 4: Content & Design Testing

• Email body content, structure, and layout testing

• Image vs text-heavy email performance

• Mobile optimization testing
  Case Study: Multivariate testing of newsletter design

Module 5: CTA & Conversion Optimization

• Placement, wording, and color of CTAs

• Testing different conversion pathways

• Aligning CTAs with customer intent stages
  Exercise: Build and test multiple CTA variations

Module 6: Timing & Frequency Testing

• Best send times by industry and audience

• Testing cadence (daily, weekly, monthly)

• Reducing fatigue while maintaining engagement
  Practical: Test different send times using HubSpot workflows

Module 7: Segmentation & Personalization Testing

• Testing campaigns by customer segment

• Dynamic content vs static personalization

• Using AI to recommend personalized content
  Case Study: Personalization testing in e-commerce

Module 8: Analytics Dashboards & BI Integration

• Building dashboards in HubSpot, Power BI, and Google Analytics

• Connecting CRM data for full-funnel visibility

• Attribution modeling for email performance
  Exercise: Create a campaign performance dashboard in Power BI

Module 9: AI & Predictive Analytics in Email Optimization

• Predictive lead scoring and churn analysis

• AI-driven send-time optimization

• Using machine learning for testing insights
  Case Study: AI-based optimization in SaaS drip campaigns

Module 10: Capstone – Building a Continuous Testing Framework

• Creating a testing calendar for campaigns

• Reporting insights to leadership

• Scaling A/B testing organization-wide
  Capstone Project: Design and present a testing + analytics framework tailored to participant’s organization