HTML Coding Basics – Digital Marketing Apprenticeship

HTML Coding

Learn how HTML works for the DM3 apprentice

In the Digital Marketing Level 3 Apprenticeship, HTML is arguably the hardest assessment you will face, spending roughly 2 weeks in workshops learning coding from scratch.

You’ll work together with your fellow apprentices to create your own websites for you to practice with. The teacher will guide you through creating HTML files to explain the different tags, attributes, elements and more! Suddenly all that confusing code that you’ve never been able to understand will all make sense.

Coding can lead to all these jobs:

  • Software Application Developer 
  • Web Developer 
  • Database Administrator 
  • Software Quality Assurance Engineer 
  • Network Administrator 
  • Computer Systems Engineer 
  • Computer Systems Analyst 
  • Business Intelligence Analyst 

Let’s get coding!

HTML coding apprenticeship
Let’s get coding!

“Whether you want to uncover the secrets of the universe, or you just want to pursue a career in the 21st century, basic computer programming is an essential skill to learn.”

– Stephen Hawking – Theoretical Physicist

HTML – Headings

There are 6 HTML heading elements that start from 1, descending in size and importance. In HTML their syntax looks like this:

<h1>Heading 1</h1>
<h2>Heading 2</h2>
<h3>Heading 3</h3>
<h4>Heading 4</h4>
<h5>Heading 5</h5>
<h6>Heading 6</h6>

When rendered by the browser the tags look like this:

Heading HTML example

Rules of using Heading tags:

It’s very important to remember that each heading tag has a specific meaning when it comes to the structure of the HTML page. Search Engine Optimisation can be greatly affected by improper use of heading tags.

If you use <h3> to describe your main heading the browser won’t recognise that this is the most important heading. Remember to stay in order. <h1> then <h2> then <h3>, if you starting a paragraph after <h2> then you can use <h2> again if this is your desire. Only use one <h1> per page, this allows the browser to only need focus on one main heading. Avoid nesting headings too far into your code as the browser may miss them.

HTML – Paragraphs

These elements are used to display a block of text. In HTML its syntax looks like this:

<p>  This is a block of text! Lorem ipsum dolor sit amet, consectetur adipisicing elit.

The paragraph tag is used to help screen readers to find the text it needs to read. That’s why the alternative text on images is so important, so someone who is say blind can still understand what is happening on screen. Making the internet assessable for all.

HTML – Comments

Sometimes when dealing with HTML you’ll want to edit or remove code. Maybe because it’s not working correctly or you want, for example, a form to be hidden for the time being. Using comments to stop syntax from being read is the best way to do this. This is how you use it:

<!– Comments go between these tags. –>

HTML – Tags

Now you’ve seen some examples of HTML syntax it’s time to discuss the rules of tags, using <p> to explain. When writing syntax most tags have two parts a start tag and an end tag.


The end tag includes the / to show that the instructions are over. When wanting to nest tags within tags, for example, making the text bold there is a correct order that the tags need to be in.


If you don’t write them in order the browser simply won’t render them or you’ll have a confusing mess of symbols!

Sometimes you only want to make one work in your text bold:

<p>More<strong>important</strong>content</p>=More important content

This can get more and more complicated the more you add to the code so make sure to stagger the code in the HTML file so you can read it easier, kind of like how you’d order a list.

Here are some more tags for you to check out


These are just a few things that you will touch upon during the Principles of Coding (for level 3 Digital Marketer Apprenticeship). But sure to use Codecademy to get a head start there are loads of free resources you can use. If you really enjoyed learning about code and aren’t already doing Digital Marketing Level 3 find out more here

Email Marketing – The Do’s & Don’ts

Introduction to Email Marketing

Email Marketing is a way to directly communicate with your prospects and customers and can be a really successful channel which you’ll likely use during the Level 3 Digital Marketer apprenticeship. However, it is essential that it used correctly to optimise it’s effectiveness. We’re here to take you through some do’s and don’ts to help ensure your email marketing campaigns succeed!

Email Marketing spellout


1. Be aware of your target audience

When sending emails to your customers, you should carefully think about who your subscribers are and what you are sending to them. Is the content of the email applicable to them? Will the content add value to these specific subscribers? Will they be interested in what the email is about and react to the content in the desired outcome? Understanding your target audience and their needs will allow you to create content which resonates with your customers and prospects . This will therefore increase engagement and hopefully conversion rates!

2. Personalise your email marketing

Personalised marketing revolves around collecting data on your customers and then creating marketing comms that target these specific customers in a thoughtful, clever way. Personalising elements of your emails including subject header, the body of the content and discounts within your emails allows you to build deeper and more personal relationships with your customers. This is also likely to increase your customer retention rates and we all know that it’s cheaper to retain current customers than acquire new ones.

3. Track your key metrics and conduct A/B tests

Understanding what has and has not been successful in past email campaigns and testing hypotheses about potential improvements you can implement by A/B testing allows you to clearly identify a strategy for your email marketing campaigns moving forward. Metrics which you will find useful when analysing your campaigns include open rates, bounce rate, unsubscribe rate, hot clicks and click through rates. In terms of A/B testing, common tests include subject line testing to see what encourages customers to open your emails.

Emails on mobile device


1. Neglect mobile devices

Introduction to Email Marketing

By not making your email marketing compatible with mobile, you’re missing out on reaching a huge audience – emails are very accessible on mobile phones and a high percentage of people now check emails on their phone several times a day. The best way to ensure your emails are mobile-friendly is to create them using a responsive design. This means that your email will look great on any size mobile, tablet or desktop screen size.

2. Send your email before testing

It’s essential that you send a test email internally before deploying your email marketing campaign to real customers and prospects – this allows you to check that all the links work, that images/gifs show up in the correct format and that there are no grammatical errors/that all the copy reads well. Sending emails to prospects and customers with any of these issues will look unprofessional and tarnish your brand reputation.

3. Prevent people from unsubscribing from your email marketing

Not only is it unethical and an annoyance to subscribers, it’s actually against the law to not give customers the option to unsubscribe to your emails! Making it hard for customers to unsubscribe can also damage a customer’s perception of your brand. If you’re worried about unsubscribe rates, it’s worth considering the frequency of your emails, as your mailing list may feel like they are being bombarded.

For more useful digital marketing tips relating to the Level 3 – Digital Marketer standard, click here.

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