Alison Goldberg
email fundamentals
Dates: Spring sessions for this course have concluded. Sign up for our email list to be notified when the next session goes on sale! Prerequisite: Working knowledge of both your email service provider (ESP) and your CRM. All ESPs are welcome. Homework: This course will ask students to share emails with the group for critique and improvement. Who is eligible to register for this course? This program is for nonprofit arts and culture marketers only. For-profit marketing registrants will be kindly refunded. Additionally, please note that Capacity Academy has a one-seat-per-student policy, meaning multiple colleagues from the same organization require separate registrations.Email expertise is just a course away
Learn effective strategies for building your email list, segmenting your audience, and crafting compelling content
Whether you’re new to email marketing or looking to refine your existing strategies, this course will help you gain a solid understanding of email marketing best practices. You’ll be inspired by engaging email content from the arts and beyond, develop tactical email skills and find solace with other practitioners in the common challenges faced by arts organizations.Overview
In this course, you’ll learn how to:
- ✓ Develop fruitful strategies for building your email list and segmenting your audiences
- ✓ Craft copy for your own audience
- ✓ Make a realistic plan for iterative improvements
- ✓ Execute effective email campaigns
Course Syllabus
Week 1: Build a Strong Foundation
Privacy concerns over the last several years have only increased the importance of owning your email list and getting permission from users. Learn to develop lead generation strategies across your channels to grow your email list, get best practices, and learn about privacy and offering preferences to users.
Week 2: Segmentation & Strategy
When it comes to segmentation, how narrow is too narrow and how broad is too broad? Learn to use segmentation strategically to talk to users across the marketing funnel in ways that are personal and engaging to them.
Week 3: Craft Compelling Content
User-focused content is key to connecting with our audiences and encouraging them to take the actions we want them to take. Learn to develop useful content, calls to action, and subject lines. Understand design best practices and review peer emails to give (and receive) feedback.
Week 4: Measurement, Planning & Next Steps
Learn how to accurately track email performance so that you can benchmark against yourself and measure how changes to your strategies, content, or segmentation impact your own email performance.
Meet Your Educators
Emma Zeger
Senior Consultant, Digital Marketing
join CI’s Email List
Be the first to hear when new Capacity Academy courses go on sale!
More Email Resources from CI
Email Marketing
Nov 11, 2025
4 Min Read
As we head into 2026, email marketing looks less like a broadcast channel and more like a relationship builder. With inbox compe…
Email Marketing
Jun 18, 2025
4 Min Read
Note: This post was originally published in February 2024 and updated in June 2025. In a rare move, Google, Yahoo, and Microsoft…
Content Creation & Strategy, Digital Advertising, Email Marketing
May 05, 2025
7 Min Read
This post was originally published on March 12, 2025. It was updated on May 5. If you work in arts and culture, you don’t need…
Email Marketing
Apr 18, 2025
4 Min Read
Switching to a new Email Service Provider (ESP) is a big move, and we get a lot of questions about how to make the transition as…
Email Marketing
Feb 28, 2024
7 Min Read
Arts and culture organizations use email every day, which makes it easy to take for granted. But with a little attention and int…
Digital Advertising, Email Marketing, Search Engine Optimization, Website Analytics & Optimization
Feb 14, 2024
5 Min Read
As we step into the bright and promising year of 2024, the digital marketing landscape evolves at almost a breakneck pace. Artif…
Email Marketing
May 03, 2022
3 Min Read
Explore how you can give subscribers a chance to opt out of emails that highlight holidays (like Mother’s Day) that could feel…
Email Marketing
Nov 10, 2021
5 Min Read
Learn more about Apple’s Mail Privacy Protection and how it will impact your email marketing strategy, and how you measure its…
Email Marketing
Aug 10, 2021
10 Min Read
Learn more about email design best practices and get actionable tips to create effective emails in an ever-evolving digital land…
Email Marketing, Search Engine Optimization
Jul 28, 2021
8 Min Read
Explore the worlds of SEM and email marketing while getting actionable tips to increase relevance, quality score, sender reputat…
Email Marketing, Content Creation & Strategy, Digital Advertising, Leadership
Mar 11, 2021
9 Min Read
Discover key takeaways from Capacity Interactive’s pandemic-related survey of 53 diverse arts and cultural organizations to he…
Digital Advertising, Content Creation & Strategy, Email Marketing, Leadership, Search Engine Optimization
Mar 13, 2020
6 Min Read
Learn more about how arts organizations can respond to COVID-19 from a digital marketing perspective and continue to play an imp…
Digital Advertising, Email Marketing
Feb 07, 2020
8 Min Read
Discover how you can build a permission marketing approach – from stellar lead generation to triggered emails that welcome new s…
Digital Advertising, Email Marketing
Jan 30, 2020
6 Min Read
Discover how we helped Emerson Colonial Theatre build a successful, long-term lead generation strategy across genres and audienc…
Email Marketing
Dec 13, 2019
6 Min Read
Read on for email tips and creative inspiration to keep your patrons merry and bright this holiday season….
Email Marketing
Oct 11, 2019
4 Min Read
From opens to bounces, learn more about the five data points you should use to measure the success of your email marketing. …
Email Marketing
Sep 06, 2019
7 Min Read
Ready to take your email marketing game to the next level? Check out these tips to help you send more anticipated, personal, and…
Email Marketing
Jul 24, 2019
7 Min Read
Learn more about fundamental email metrics and how you can use them to analyze the results of your email campaigns….
Ask the Industry, Email Marketing
Jul 17, 2019
6 Min Read
Discover how two arts organizations utilize detailed segmentation strategies to increase return on investment (ROI) from email m…
Email Marketing
Jul 17, 2019
4 Min Read
Discover how Opera Philadelphia used Behavior Infuser to send timely, triggered emails and brought in over $130,000….