What you’ll learn
- When to use basic email vs. true automation—and how they work together.
- A simple welcome → engage → convert journey you can launch this week.
- Segmentation that matters: profile fields + behavior (page views, form fills, donations).
- Lead/donor scoring basics and clean hand-offs to sales/fundraising.
- Measuring ROI with goals, UTMs, and dashboards your board will understand.
Note: Recorded prior to 2024 sender-policy updates and GA4—principles still apply. Use GA4 for reporting, ensure SPF/DKIM/DMARC and one-click unsubscribe, and treat open rate trends cautiously.




