Learn how to grow your list, send engaging emails, and automate customer follow-ups — in just 6 days.
Quick Overview
What You’ll Learn:
- Why email is still one of the highest ROI marketing channels.
- How to create an irresistible lead magnet.
- How to set up and grow your mailing list.
- How to write and send emails that get opened and clicked.
- How to set up an automated welcome series to nurture leads.
- How to track results and improve campaigns.
Who This Is For:
Small business owners and startup founders who want a low-cost, high-return marketing channel they can control without relying on social media algorithms.
Time to Complete:
6 lessons (1 per day, 45–60 mins each).
Tools You’ll Need:
- Brevo (or Mailchimp, MailerLite, Kit – free tiers available)
- Google Docs for writing drafts
- Canva for designing lead magnets and graphics
Immediate Payoff:
By the end of this course, you’ll have a working mailing list, a lead magnet to attract new subscribers, and an automated welcome email sequence ready to run 24/7.
The Course
Lesson 1: Why Email Marketing Still Wins
Why It Matters:
Email marketing gives you direct access to your audience — no algorithm, no pay-to-play just to be seen. For a small business, this is invaluable because you own your list. Unlike social media followers, email subscribers can’t be taken away by a platform change. Email is also one of the most profitable channels, with an average ROI of £36 for every £1 spent.
Step-by-Step:
- Understand the difference between ‘owned’ and ‘borrowed’ audiences – Social media followers are ‘borrowed’; your email list is ‘owned’ and permanent.
- Think about lifetime value – A single engaged subscriber might buy from you multiple times over years.
- Decide your main goal for email marketing – Choose from sales, lead nurturing, community building, or all three.
Your Turn: Write down your top 3 reasons for wanting to use email marketing.
Pro Tip: If you’re new, start small — one campaign a month is better than overpromising and burning out.
Lesson 2: Building Your List with a Lead Magnet
Why It Matters:
People won’t hand over their email address unless they get value in return. A lead magnet — a free resource that solves a problem — is the fastest way to grow your list. For small businesses, it doesn’t need to be long or complicated; it just needs to be useful.
Step-by-Step:
- Identify your audience’s pain point – What quick win could you give them?
- Choose a format – PDF checklist, cheat sheet, discount code, or template.
- Create it in Canva or Google Docs – Keep it professional but simple.
- Set up delivery – Your email platform should automatically send it after signup.
Your Turn: Brainstorm 3 possible lead magnet ideas for your audience.
Pro Tip: Your lead magnet title should be specific and results-focused — e.g., ‘5-Minute Instagram Caption Formula.’
Lesson 3: Setting Up Your Email Platform
Why It Matters:
A professional email platform keeps you compliant, improves deliverability, and saves you time. It also allows automation and segmentation, which are crucial as your list grows.
Step-by-Step:
- Sign up for a platform – Brevo is great for beginners, with generous free limits.
- Create your first contact list – Keep it simple, e.g., ‘Main List.’
- Add your signup form – Include a GDPR checkbox and clear permission language.
- Test your signup – Always check that the process works smoothly.
Your Turn: Create your main list and embed your signup form on your website.
Pro Tip: If you don’t have a website, most platforms let you host a landing page for free.
Lesson 4: Writing Emails That Get Opened and Clicked
Why It Matters:
Your email is only useful if it’s opened and acted upon. A small business can’t afford to waste opportunities by sending boring or irrelevant emails. Good writing builds trust and drives action.
Step-by-Step:
- Craft a subject line that intrigues – Keep it short and promise a benefit.
- Hook them in the first line – Make them want to keep reading.
- Deliver value fast – Avoid long, waffle-filled intros.
- End with a clear call-to-action (CTA) – Tell them exactly what to do next.
Your Turn: Write 3 subject lines for your next email, each under 7 words.
Pro Tip: Use the ‘you’ rule — make the subject line about the reader, not about you.
Lesson 5: Automating Your Welcome Series
Why It Matters:
An automated welcome series nurtures your leads at their most interested moment. It allows you to introduce your brand, deliver value, and encourage first purchases automatically.
Step-by-Step:
- Plan 3–4 short emails – Intro & delivery, your story, a tip or case study, and a first offer.
- Load them into your automation – Most tools let you set timing between emails.
- Test it – Sign up with a fresh email to make sure everything works.
Your Turn: Draft at least the first email in your welcome sequence today.
Pro Tip: Keep your welcome emails friendly and personal — people buy from people.
Lesson 6: Tracking and Improving Your Campaigns
Why It Matters:
Tracking ensures you learn from each campaign, refining your strategy to get more results with less effort. Even small improvements in open or click rates can significantly boost revenue.
Step-by-Step:
- Check metrics weekly – Open rate, click-through rate, unsubscribes.
- Spot trends – Which topics, formats, or CTAs work best?
- Test one change at a time – So you know what caused the difference.
Your Turn: Record the results from your last 3 emails in a simple spreadsheet.
Pro Tip: Subject lines have the biggest impact on open rates — test them first.
Workbook Contents
- Lead Magnet Planner – Brainstorm and outline your free offer.
- Email Signup Form Checklist – Ensure compliance and functionality.
- Email Copy Templates – Plug-and-play structures for different types of emails.
- Welcome Series Planner – Plan out your automated sequence.
- Email Performance Tracker – Log and review your metrics regularly.
Final Checklist
- Built and uploaded your lead magnet.
- Created and tested your signup form.
- Added your first subscribers.
- Written and scheduled your welcome series.
- Checked analytics after your first sends.
Quick Wins
- Offer a discount code lead magnet — instant list growth.
- Resend your best-performing email to people who didn’t open it the first time.
- Use a ‘reply to this email’ CTA to boost engagement and deliverability.
