FunnelGym

CRM & Email Specialist

Keep the customers you win: recurring revenue with email, SMS and WhatsApp.

Level
Intermediate
Duration
~29 hours
Live
41/82
Free
1
Start the free workoutExplore the learning path

No credit card required. No marketing experience needed.

Hands at a laptop and an open notebook with sketched boxes and arrows on a café table, a tram passing outside the window

Program map

41

41 of 82 workouts live today

One bar per module, in program order.

Has free workouts
Pro
Coming soon

From the fundamentals to your own work.

Shared foundations, a focused specialty, and projects that bring your practice together.

  1. 1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min

    See the full module guide

    Portfolio project: Map a brand's funnel. A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

    Open project
  2. 2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min

    See the full module guide

    Portfolio project: Write two personas and a value proposition. Two persona cards, plus a value proposition for each persona backed by three pieces of evidence.

    Open project
  3. 3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min

    See the full module guide

    Portfolio project: Design a KPI dashboard for an online store. A metric tree diagram, a break-even ROAS calculation and a draft dashboard with 5 KPIs to track every week.

    Open project
  4. 4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min

    Portfolio project: A channel plan for the first 90 days. A budget split by channel, the role of each channel and success metrics for the first 90 days.

    Open project
  5. 5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min

    Portfolio project: 10 ad copy variations for one product. 10 copy variations, the hypothesis each one tests and the audience it will be shown to.

    Open project
  6. 6Email Marketing BasicsComing soonFrom building an opt-in list to landing in the inbox: email types, subject lines, design, deliverability and metrics.6 workouts, 36 min
    • 1Building an opt-in list: pop-ups, forms and incentives6 minComing soon
    • 2Newsletters, campaigns and triggered emails5 minComing soon
    • 3Subject lines and preview text6 minComing soon
    • 4Mobile-first email design6 minComing soon
    • 5Deliverability: SPF, DKIM, DMARC and the spam folder7 minComing soon
    • 6Can you still trust open rates? Email metrics6 minComing soon

    Portfolio project: A campaign email and an A/B test. The email copy and a design draft, an A/B test plan and a results evaluation template.

  7. 7Marketing Automation and Customer Journey FlowsComing soonSending the right message at the right moment, automatically: welcome, abandoned cart, post-purchase and win-back flows.6 workouts, 35 min
    • 1Trigger, condition, action: how automation works5 minComing soon
    • 2The welcome flow: first impressions6 minComing soon
    • 3Abandoned cart and browse abandonment flows7 minComing soon
    • 4After the purchase: reviews, cross-sells, repeat orders6 minComing soon
    • 5The win-back flow6 minComing soon
    • 6Choosing a CRM and automation tool: Klaviyo, HubSpot, Mailchimp and others5 minComing soon

    Portfolio project: An end-to-end automation map. A visual map of the 4 flows, the copy for every message and a revenue target for each flow.

  8. 8B2B Lead Management and Lead ScoringComing soonWhat happens after a B2B lead comes in: pipeline stages, lead scoring, handoff to sales, nurture sequences and the metrics marketing owns.6 workouts, 36 min
    • 1B2B buying: a committee, a long cycle and a lot of email5 minComing soon
    • 2Pipeline stages: lead, MQL, SQL, opportunity6 minComing soon
    • 3Lead scoring: fit plus intent7 minComing soon
    • 4The marketing-to-sales handoff and the SLA6 minComing soon
    • 5Nurture sequences for long sales cycles6 minComing soon
    • 6CRM hygiene and the report the sales lead actually reads6 minComing soon

    Portfolio project: Design a lead scoring model. A scoring sheet, threshold definitions, a handoff SLA document and a three-email nurture sequence.

  9. 9Customer Segmentation, LTV and LoyaltyComing soonGetting value out of customer data: RFM segmentation, lifetime value, churn analysis and loyalty programs.5 workouts, 30 min
    • 1RFM analysis: find your most valuable customers7 minComing soon
    • 2Calculating customer lifetime value (LTV)6 minComing soon
    • 3Churn analysis and early warning signals6 minComing soon
    • 4Loyalty programs: points, tiers, memberships6 minComing soon
    • 5Increasing the repeat purchase rate5 minComing soon

    Portfolio project: RFM segmentation and a segment plan. An RFM segment table (Google Sheets), segment sizes and values, and a messaging plan for each segment.

  10. 10WhatsApp Business and SMS MarketingComing soonThe channels with the highest read rates: the WhatsApp Business API, template messages, conversational selling, SMS campaigns and managing costs.6 workouts, 34 min
    • 1The WhatsApp Business app and the API: what's the difference?6 minComing soon
    • 2Template messages, categories and message pricing6 minComing soon
    • 3Selling through WhatsApp chats and chatbots6 minComing soon
    • 4SMS campaigns: selling in 160 characters5 minComing soon
    • 5Balancing message frequency and opt-outs5 minComing soon
    • 6Email, SMS, WhatsApp: cost and return per message6 minComing soon

    Portfolio project: Launch a WhatsApp channel. An opt-in flow, 5 template messages ready to submit for approval, a chat flow diagram and a campaign cost and return table.

  12. 12Seasonal Campaigns: Black Friday, Holidays, Back-to-SchoolComing soonPlanning around the retail calendar: preparing stock, pricing, ads and messaging well before the big sales seasons.6 workouts, 35 min
    • 1The retail shopping calendar5 minComing soon
    • 2Black Friday and Cyber Monday: prep starts 8 weeks out7 minComing soon
    • 3The holiday season and gifting days6 minComing soon
    • 4Back-to-school and seasonal transitions5 minComing soon
    • 5Promotion mechanics: discounts, gifts, bundles, coupons6 minComing soon
    • 6Post-campaign analysis and keeping new customers6 minComing soon

    Portfolio project: A Black Friday campaign plan. An 8-week campaign calendar, a budget plan by channel, the discount setup and a table of profit scenarios.

  13. 13AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min

    Portfolio project: Build an AI-assisted campaign workflow. A prompt library with at least 8 prompts, the campaign materials you produced and a workflow diagram showing where human review comes in.

    Open project
  14. 14Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min

    Portfolio project: Capstone case: an end-to-end marketing plan. A 10-slide capstone presentation, a one-page ATS-friendly resume and a case summary for your portfolio page.

    Open project

41 of 82 workouts in this program are live today, across 14 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.

What you'll be able to practice

You learn to talk to customers at the right moment through email, SMS and WhatsApp Business, and to set up welcome, abandoned cart and win-back automations. While growing customer value with RFM segmentation, LTV and loyalty programs, you also practice managing consent under GDPR, CCPA and CAN-SPAM through hands-on cases.

Roles it prepares you for

Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.

  • CRM Specialist
  • CRM Coordinator
  • Email Marketing Specialist
  • CRM & Loyalty Specialist
  • Marketing Automation Specialist
  • Lifecycle Marketing Specialist

What the work looks like day to day, pay by level and country, and how the role grows: CRM & Email Marketing Specialist

  • Write a campaign email with checked deliverability and plan a subject line A/B test.
  • Design 4 automation flows that use email, SMS and WhatsApp together.
  • Build RFM segments from order data and write a messaging and offer strategy for each segment.
  • Prepare WhatsApp Business API template messages and a cost and return table.
  • Audit a brand's consent forms and cookie banner against GDPR, CCPA and CAN-SPAM.
A printed one-page report with a blue bar chart on a desk, a hand holding a pen beside it

Work you can explain.

A portfolio project at the end of every module.

Example portfolio direction

Map a brand's funnel

Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.

What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

How the project is judged

  • Accuracy
  • Diagnosis
  • Ideas
  • Clarity

A clear place to begin.

Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.

Start with one decision.

Your first workout is ready when you are.

Open the free workout

No credit card required. No marketing experience needed.