DM413
Data-Driven & Email Marketing
Faculty
Rui Nunes
Founder of sendXmail, ZOPPLY and HOTLeads
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This masterclass turns email into a data-driven, behaviour-responsive channel. Students learn to collect first-party data from websites and landing pages, reason with it and act on it through targeted email and automated journeys. Running through every automation is the deterministic-versus-AI “AI Tax”, a practical test of whether a model justifies its cost and latency compared with a simple rule.
The course goes deeper than most analytics and automation courses, covering deliverability and authentication, email design, segmentation and lifecycle automations, experimentation, and reporting that closes the loop. By the end, students can build and defend a complete behaviour-driven email programme for a real brand using evidence rather than instinct.
Learning highlights
- Run email and direct marketing on first-party behavioural data instead of instinct.
- Build the full collect, reason, act loop, from tracking to triggered journeys and reporting.
- Apply the deterministic-versus-AI 'AI Tax' to decide where AI belongs in an email programme.
- Use AI to generate and optimise email content.
- Read the numbers, run tests, and defend each build with evidence.
Course outline
15 classes
Session 1
What Is Email Marketing, and Why Data-Driven?
Session 2
Consent, Compliance & the Data Model
Session 3
Capturing Behaviour
Session 4
Deliverability & the Inbox
Session 5
Building Emails That Convert
Session 6
Metrics That Matter After MPP
Session 7
Segmentation & Lifecycle
Session 8
Lead Scoring & Behavioural Triggers
Session 9
Core Lifecycle Automations
Session 10
Behaviour-Driven Journeys
Session 11
The AI Layer & the AI Tax
Session 12
A/B Testing & Optimisation
Session 13
Reporting, Attribution & the Dashboard
Session 14
Final Presentations
Session 15
Final Presentations
Prerequisites
No coding is required. Students should arrive with the digital marketing fundamentals covered earlier in the program: customer journeys and funnels, segmentation and personas, and basic web analytics such as GA4 and attribution concepts. Prior exposure to marketing automation and email from earlier modules is assumed and built upon at a deeper level. Comfort with spreadsheets and reading basic performance metrics is helpful.
Methodology
The course runs over three weeks as a sequence of practical, build-as-you-learn sessions. Each session pairs a short lecture on the concept with a hands-on workshop, so students leave every session with a working piece of their program.
Week 1 is individual: it opens with what email marketing is and why data-driven decisions matter, then covers consent and the data model, behaviour capture, deliverability, and email craft, practised in individual demo accounts.
Groups form at the start of Week 2, when each group receives its shared ActiveCampaign demo account and begins building the brand programme: segmentation, scoring, lifecycle automations, and journeys.
Week 3 adds the AI layer, experimentation, and reporting, then moves into the group build and final presentations. Weekly in-class exercises reinforce each topic.
Grading
Rui Nunes is the Founder of sendXmail, ZOPPLY and HOTLeads, a board member of APPM - Portuguese Marketing Professionals Association, a certified Head of Marketing with Digital Expertise, and a post-grad teacher in several universities. Is a frequent speaker at marketing events worldwide and a recognised consultant in email marketing, marketing automation and lead generation/B2B growth strategy.
Rui was in the founding team of Canalmail, which held the largest permission-based email marketing lists in Portuguese and Spanish language in the world and has helped grow several international projects like Kwanko, GrantonWorld, and EmailBidding, among others. He's also a very passionate advocate for best practices marketing foundations, and he's a regular host and speaker of webinars and lectures to those who don't have easy access to the most advanced techniques and technologies.
See full profileApply for this course
Data-Driven & Email Marketing
by Rui Nunes
Total hours
45 Hours
Dates
Jun 29 - Jul 17, 2026
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.