Build a complete email marketing campaign for a real Nigerian business
The capstone project for Email Marketing for Beginners — a free Marketing course. Pass it and you earn a certificate anyone can verify.
- Free
- 6 steps
- Pass mark 65%
- Graded within minutes
- Beginner-friendly
The project unlocks once you complete the lessons. The workbook is free to download now so you can see exactly what is expected.
What you will submit
A single shareable document or link containing: the lead magnet (or its link), the opt-in form link or screenshot, the full 3-email welcome sequence with subject lines and bodies, a one-page metrics plan with targets, and one segmentation idea.
What to do, step by step
- Choose a real or realistic Nigerian small business and create a lead magnet for it: a free, specific, genuinely useful gift (for example a one-page PDF checklist or guide built in Canva) that would attract that business's ideal buyer. Describe or link the lead magnet and explain in one or two sentences why it fits the target customer.
- Set up an opt-in form in Brevo or Mailchimp connected to that lead magnet. Provide the live landing-page link or a screenshot, and make sure it has a benefit-driven headline, asks for only email and first name, has a specific active button, a reassurance line, and a self-ticked consent checkbox for NDPA compliance.
- Write a complete 3-email welcome sequence: Email 1 delivers the lead magnet with a warm welcome and what to expect, Email 2 gives pure value with no hard selling, and Email 3 makes a clear gentle first offer. For each email include the subject line, preview text, full body in a warm human voice using first-name personalisation, and one clear call to action.
- Write a one-page metrics plan listing the four metrics you will track (open rate, click rate, unsubscribe rate, conversions or revenue), a realistic target for each, where in your tool you will check it, and one sentence per metric on what you will change if it underperforms.
- Include at least one segmentation idea: name one way you would split this list into groups to send more relevant emails, and give an example email each group would receive.
- Combine everything into one shareable document or link (a Google Doc works well) so the full campaign, the lead magnet, opt-in, welcome sequence, and metrics plan, can be reviewed together.
Files to work with
Project workbook (fill in, then submit)The whole brief, an evidence checklist, the grading rubric as a self-check and the link-sharing steps in one file. Opens in Word, Google Docs or WPS.Word · 6 KBHow it is graded
| Criterion | Weight |
|---|---|
| Lead magnet is specific, genuinely useful, and clearly matched to the target business's ideal buyer | 20% |
| Opt-in form is well-built: benefit headline, minimal fields, active button, reassurance, and an NDPA-compliant consent checkbox | 20% |
| The 3-email welcome sequence follows the deliver-value-then-offer structure with strong subject lines and warm, human, personalised copy | 30% |
| Metrics plan names the right four metrics with realistic targets and a clear action for each if it underperforms | 20% |
| At least one practical segmentation idea is included with a relevant example email per group | 10% |
You need 65% overall to pass. A failed submission comes back with feedback and can be revised and resubmitted.
Before you submit: make your link public
If your work lives in Google Drive or Google Docs, open Share → General access and change “Restricted” to “Anyone with the link” (Viewer). Then paste the link into a private browser window: if it opens without sign-in, you are ready. A private link cannot be graded — it is the single most common reason a good project fails.
Frequently asked questions
Do I have to finish Email Marketing for Beginners before submitting the project?
Yes. The submission screen opens once every lesson in Email Marketing for Beginners is marked complete. The lessons are where the methods, the Nigerian context and the worked examples the project depends on are taught.
How is the project graded?
An examiner scores each rubric criterion from 0 to 100 and weights them as shown on this page; you need 65% overall to pass. Most submissions are graded within minutes and you get written feedback on what was strong and what to improve.
Can I resubmit if I fail?
Yes. A failed project comes back with feedback; revise the weak parts and resubmit. A passed project is final — the certificate is issued and cannot be re-rolled.
What do I actually submit?
A write-up of what you did (under 5,000 characters) plus a public link to your work — a Google Drive folder, Google Doc, spreadsheet, GitHub repository or video. The link must open without sign-in; a private link cannot be graded. The free project workbook on this page walks you through all 6 steps.
Is the certificate real?
Yes. Passing this project issues a certificate with a unique verification code. Anyone — an employer, a client, a school — can open the verification page and see that the certificate is genuine and which project earned it.
More Marketing projects
- Digital Marketing Campaign for a Local Business
Digital Marketing Essentials
- Your 30-Day Content Plan, Sample Posts & One-Page Client Proposal
Social Media Management
- A 30-day content plan for a real or sample Nigerian business
Content Creation for Business
- Build a Complete Copy Pack for One Product
Copywriting & Sales Writing
Ready to earn this certificate?
Email Marketing for Beginners is free and self-paced. Finish the lessons, complete this project, and the certificate is yours to share.
Start learning free