Email Marketing for Small Businesses: UK Edition

What's inside

1. Level 1: Why Email Still Works and What It's ForFree
   You'll see why email is still one of the best ways for a small business to earn repeat sales, meet the example business we'll build an email programme for, and decide what your own emails need to do.
2. Level 2: Consent and the Law: UK GDPR and PECR BasicsFree
   We'll go through how UK GDPR and PECR work together for marketing emails, so you know when you need consent and what makes that consent valid.
3. Level 3: Soft Opt-In, Unsubscribes and Keeping Records
   You'll learn when the soft opt-in lets you email existing customers, how to make unsubscribing simple and quick to take effect, and how to keep records that prove consent.
4. Level 4: Choosing a Platform Without Getting Locked In
   We'll compare Mailchimp, Kit, Brevo, Klaviyo and MailerLite against what your business actually needs, using each vendor's current documentation, and plan so you can move later if you have to.
5. Level 5: Sign-Up Forms and Lead Magnets
   You'll build a lawful sign-up form and design a lead magnet that brings in the right subscribers, not just a lot of them.
6. Level 6: Writing Your Welcome Sequence
   We'll plan and write a short welcome sequence that delivers what you promised, introduces your brand and nudges new subscribers towards a first purchase.
7. Level 7: Newsletters People Actually Read
   You'll design a regular newsletter format with a steady rhythm and a balance of value and selling that keeps readers opening and clicking.
8. Level 8: Segmentation and Tags
   We'll organise your list with tags and segments based on interests, purchases and engagement, so each person gets emails that suit them.
9. Level 9: Personalisation Without the Creepiness
   You'll learn how to use subscriber data to make emails more useful while staying transparent, respecting privacy and keeping clear of anything that feels intrusive.
10. Level 10: Subject Lines and Preview Text
    We'll write subject lines and preview text that work as a pair, earn the open honestly and look right on the small screens of popular inboxes.
11. Level 11: Body Copy and Calls to Action
    You'll write email body copy that's easy to skim, sounds like you, and leads to one clear call to action.
12. Level 12: Design, Mobile and Accessibility
    We'll design emails that read well on phones, display properly in dark mode and different email apps, and work for readers who use screen readers or need high contrast.
13. Level 13: Authentication: SPF, DKIM and DMARC
    You'll learn what SPF, DKIM and DMARC do and how to set them up on your own domain, so inboxes can trust that your emails really come from you.
14. Level 14: Sender Reputation and Bulk-Sender Rules
    We'll cover what builds or damages your sender reputation and walk through Gmail's and Yahoo's current bulk-sender requirements, checked against their own documentation with the date read.
15. Level 15: Automations: Abandoned Basket, Post-Purchase and Win-Back
    You'll build three money-making automations that react to what customers do: recovering abandoned baskets, following up after a purchase and winning back lapsed buyers.
16. Level 16: A/B Testing and the Metrics That Matter
    We'll run fair A/B tests and measure success with clicks, conversions, revenue per email and list health, since open rates are no longer reliable.
17. Level 17: Cleaning Your List and Using AI to Draft and Check
    You'll clean your list with a re-engagement process that protects deliverability, then use AI tools to draft and check emails while keeping your own judgement and data protection duties in charge.
18. Level 18: Final Challenge: Your 90-Day Email Plan Exam
    In this final challenge you'll bring the whole course together by writing a 90-day plan for the example business, covering consent, platform, sequences, newsletters, segments, design, deliverability, automations, testing and measurement.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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