What you will be able to do
- Collect subscribers lawfully with clear consent, double opt-in and records you can rely on
- Design lead magnets and a five-email welcome sequence built to turn new subscribers into customers
- Segment your list by lifecycle, purchase behaviour and engagement instead of sending everything to everyone
- Set up SPF, DKIM and DMARC and run list hygiene that protects your sender reputation
- Run trustworthy A/B tests and report on clicks, conversions and revenue per subscriber rather than opens
Who it is for
- Marketers and founders who already send email and want better results from it
- E-commerce, software and service businesses with a list of at least a few hundred subscribers
- Freelancers and agency staff who run email programmes for clients
Before you start
- An account with an email platform such as Mailchimp, Klaviyo, Brevo, MailerLite, Kit or similar
- Access to your domain’s DNS settings, or to someone who can change them
- Experience sending at least a few campaigns
Curriculum
4 modules · 12 lessons · 3h 52m
Module 1Building a List You Are Allowed to Email3 lessons · 54 min
Understand the consent rules, set up signup forms with double opt-in, and create lead magnets that attract future buyers rather than freebie hunters.
- Consent and the law: GDPR, PECR and CAN-SPAM basicsThe rules that decide who you may email and how, explained for marketers rather than lawyers.20 min · free preview · worked example · exercise
- Signup forms and double opt-inDesign signup forms that set clear expectations, and use double opt-in to keep fake and mistyped addresses off your list.18 min · worked example · exercise
- Lead magnets that attract buyers, not freebie huntersCreate an incentive so closely tied to your product that the people who want it are likely to become customers.16 min · worked example · exercise
- Module quiz4 questions with explanations
Module 2Welcome Sequences and Segmentation3 lessons · 58 min
Turn new subscribers into customers with a planned welcome sequence, then send each group the messages that fit its behaviour and stage.
- Designing a welcome sequencePlan a five-email sequence that delivers the promise, builds trust and makes a clear first offer within two weeks.22 min · worked example · exercise
- Collecting the data that makes segmentation possibleGather behavioural, purchase and preference data without long forms, and store it in a way your email platform can use.16 min · worked example · exercise
- Segments that pay: lifecycle, purchase and engagementBuild a small set of high-value segments and decide what each one should receive and how often.20 min · worked example · exercise
- Module quiz4 questions with explanations
Module 3Writing and Testing Emails People Click3 lessons · 58 min
Write subject lines that earn attention honestly, body copy that drives one action, and A/B tests that produce trustworthy answers.
- Subject lines and preview textWrite the lines that decide whether your email gets read, using clarity, specificity and honest curiosity.16 min · worked example · exercise
- Body copy and calls to action that drive clicksStructure emails around one goal, write for people who scan, and design calls to action that work on any device.20 min · worked example · exercise
- A/B testing that gives trustworthy answersPlan tests with a clear hypothesis, an adequate sample and the right success metric, so you learn something real.22 min · worked example · exercise
- Module quiz4 questions with explanations
Module 4Deliverability and Metrics That Matter3 lessons · 1h 2m
Authenticate your domain, keep your list healthy, protect your sender reputation and report on the numbers that connect email to revenue.
- Authentication: SPF, DKIM and DMARCSet up the three DNS records that prove your emails are really from you, and meet the requirements of the major mailbox providers.22 min · worked example · exercise
- List hygiene and sender reputationKeep bounces, complaints and inactive addresses under control so mailbox providers keep trusting your email.20 min · worked example · exercise
- Metrics that matter: clicks, conversions and revenue per subscriberBuild a reporting view that connects email to business results and avoids the misleading signal of open rates.20 min · worked example · exercise
- Module quiz4 questions with explanations
