Course Outline:

Module 1: Fundamentals of Email List Building

• Importance of high-quality lists in digital marketing

• Paid vs organic methods of building lists

• Overview of tools: Mailchimp, HubSpot, ActiveCampaign
  Case Study: Organic list-building success story from a global nonprofit

Module 2: Ethical & Legal Considerations

• GDPR, CAN-SPAM, and local compliance regulations

• Double opt-in vs single opt-in methods

• Consent management and unsubscribe best practices
  Exercise: Draft a compliant sign-up form for a campaign

Module 3: Lead Generation Tactics for List Building

• Landing pages, gated content, webinars, and free trials

• Using LinkedIn Sales Navigator & social media lead forms

• Integrating website forms with CRMs (HubSpot, Salesforce)
  Practical Exercise: Create a lead magnet strategy to attract sign-ups

Module 4: Data Collection & Integration

• CRM integration for seamless list management

• Data enrichment using tools like Clearbit & ZoomInfo

• Cleaning and validating data to improve deliverability
  Case Study: How data integration reduced bounce rates by 30%

Module 5: Audience Segmentation Basics

• Demographic, geographic, and psychographic segmentation

• Behavior-based segmentation (opens, clicks, purchase history)

• Static vs dynamic segments in CRMs
  Exercise: Build three customer segments using sample data

Module 6: Advanced Segmentation Techniques

• Predictive segmentation with AI tools

• Micro-segmentation for personalization at scale

• Cross-channel segmentation (email, social, web)
  Practical: Create advanced segments with HubSpot Smart Lists

Module 7: Personalization & Dynamic Content

• Using segmentation to personalize subject lines, content, and CTAs

• Dynamic email content blocks in Mailchimp & Salesforce Marketing Cloud

• Behavioral triggers for real-time personalization
  Exercise: Design a personalized email for three different customer segments

Module 8: Automation & List Nurturing

• Setting up nurture campaigns based on segmentation

• Lifecycle emails: onboarding, retention, reactivation

• Using AI assistants for automated personalization
  Case Study: Automated nurture flows that increased engagement by 40%

Module 9: Measuring List Health & Campaign Effectiveness

• Key metrics: growth rate, unsubscribe rate, engagement by segment

• Using Power BI, Google Analytics, and Excel dashboards

• A/B testing subject lines and list segments
  Practical Exercise: Build a dashboard tracking list health KPIs

Module 10: Capstone – Building a Scalable List Growth & Segmentation Strategy

• Designing a long-term, compliant, and automated list strategy

• Aligning segmentation with sales and marketing goals

• Presenting ROI of list-building efforts to stakeholders
  Capstone Project: Develop and present a full list-building & segmentation strategy for your organization