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E-mail Marketer

Categories: Email Marketing
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About Course

Launch price: R950 until 30 November 2026. From 1 December 2026 the price is R1,100.

Email is still the channel a small business owns outright: no algorithm, no ad auction, just your list and your message. Most South African email courses and tutorials, though, teach American or European rules, chase open rates that no longer mean much, and stop before you have built anything. This course is the practical, South African version.

You will build a permission-based list with sign-up forms that work on mobile, write consent wording built on POPIA section 69 and the 2025 POPIA Regulations, and set up a routine for the CPA right to block marketing and the National Opt-Out Registry the National Consumer Commission launched in October 2026. You will plan and write the automated flows that do most of the selling (welcome, abandoned cart, post-purchase, win-back and lead nurture for service and B2B businesses), and design campaigns that look right on a phone, in dark mode and with images off. You will set up SPF, DKIM and DMARC and meet Gmail, Yahoo and Outlook.com sender requirements, measure clicks, conversions and revenue per recipient in GA4, and price and report on email work as a freelancer.

Every module ends with a quiz and a portfolio assignment, and the capstone is a complete email programme for a South African business. Legal lessons are practical guidance, not legal advice. No income guarantees: just skills you can use from the first module.

How this course works

7 modules and 39 written lessons. Every lesson has a worked South African example, common mistakes to avoid and a practical exercise. Each module ends with a quiz, a quiz review and a practical assignment that becomes part of your portfolio, and the course finishes with a capstone project.

Recognised certifications to take next

This course prepares you for these official certifications and courses from the platform providers. They are issued by those providers, not by Digital Marketing Guide. Check the current cost and requirements on each provider’s page.

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What Will You Learn?

  • Apply POPIA section 69, the 2025 POPIA Regulations and the CPA right to block direct marketing to every list source, form and email
  • Grow a permission-based list with mobile-friendly sign-up forms, lead magnets and incentives that protect margin
  • Plan, write and build welcome, abandoned-cart, post-purchase, win-back and B2B lead-nurture flows
  • Segment a list and write and design campaigns that are mobile-first, accessible and dark-mode-safe
  • Set up SPF, DKIM and DMARC and meet the Gmail, Yahoo and Outlook.com sender requirements
  • Measure clicks, conversions and revenue per recipient with UTMs and GA4, instead of relying on unreliable open rates
  • Run honest A/B tests sized for small lists and use AI tools without putting personal information at risk
  • Price, scope, onboard and report on email marketing work for clients in Rand

Course Content

Module 1: Email Marketing Foundations – How Email Makes Money
What email marketing is in 2026, where it earns money for SA businesses (e-commerce, services and B2B), how to put a Rand value on a list, how to write a one-page email strategy, and how to choose and set up an email service provider (ESP) properly from day one.

  • LESSON 1.1 – What Email Marketing Is and the Email Programme Map
  • LESSON 1.2 – The Business Case in Rand: List Value, Revenue per Recipient and Lifetime Value
  • LESSON 1.3 – Email Strategy on One Page: Goals, Audiences, Offers and Cadence
  • LESSON 1.4 – Choosing an ESP for a South African Small Business
  • LESSON 1.5 – Setting Up Your ESP Account Properly
  • Module 1 Quiz – Email Marketing Foundations
  • Module 1 Quiz review – answers explained
  • Module 1 Assignment – Email Programme Blueprint

Module 2: South African Email Law – POPIA, the CPA and Consent Done Properly
The legal framework that actually applies to SA senders: POPIA section 69, the amended 2025 POPIA Regulations, the Information Regulator's December 2024 guidance note, the CPA section 11 right to block and the National Opt-Out Registry launched in October 2026. It also explains why GDPR, CAN-SPAM and ECTA s45 (now repealed) are not the starting point. Every lesson carries a not-legal-advice note.

Module 3: Building a List That Buys – Sign-Up Forms, Lead Magnets and Audience Insight
Grow a permission-based list from your website, checkout, in-store, WhatsApp and events. Create lead magnets and incentives that attract buyers without destroying margin, design forms that convert on mobile, publish them with proper quality checks, and collect just enough data to personalise.

Module 4: Automation Flows That Sell and Nurture
Plan, write and build the automated flows that earn most of the money in a mature email programme: welcome, abandoned cart and browse, post-purchase, win-back and sunset, and lead nurture for service and B2B businesses. Each flow has triggers, timing, exits and suppression rules, and only goes to people with a lawful basis.

Module 5: Campaigns, Copy, Design and Segmentation
Write and design campaign emails people click: segmentation and personalisation, subject lines and preview text, body copy, mobile-first and accessible design (dark mode, alt text, plain-text versions), reusable templates, newsletters for service and B2B brands, and a campaign calendar for the South African year that coordinates email with WhatsApp and SMS.

Module 6: Deliverability – Getting Into the Inbox
How inbox placement really works and how to protect it: SPF, DKIM and DMARC set-up, the Gmail, Yahoo and Outlook.com sender requirements, warming up a new domain, list hygiene, bounces, complaints, monitoring with Google Postmaster Tools, and BIMI basics.

Module 7: Measurement, Testing, AI and Working as an Email Marketer
Report on what matters (clicks, conversions, revenue per recipient, list growth, unsubscribes and complaints) now that Apple Mail Privacy Protection has made opens unreliable. Track email properly with UTMs and GA4, test honestly with small lists, use AI tools responsibly, and turn the skills into paid freelance or in-house work with Rand pricing, onboarding and client reporting.

Capstone Project
Bring the whole course together in one client-ready project.

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