Crash Course: Email Marketing Version

A focused, no-nonsense introduction to harnessing the power of email marketing to fuel your business growth

Created byAshley Shipley

Last updated 2/2025

English

What you'll learn

Understand what email marketing is in the ecommerce space
Learn how to leverage email marketing to effortlessly and sustainably grow and scale your online business
Use proven strategies to effectively communicate the right messages to the right people at the right time in the right format
Set up powerful, effective email campaigns that convert leads to sales on autopilot

Course content

1 section • 19 lectures • 50m total length

Welcome to the Crash Course0:13
Welcome to the Crash Course: Email Marketing Version.
I'm Ashley, your instructor, and it's nice to meet you.
Let's dive in!
Email Marketing Laws4:11
Email Marketing Laws
You must be compliant!!
Violating email marketing laws can be very costly!!

Ensure you know, understand, and abide by the email marketing laws of your country and of the countries your audience is in.
What is Email Marketing?1:01
Email Marketing Defined
Email marketing is a form of digital marketing which uses email to communicate with potential and existing customers
promote products & services
share product updates
Encourage engagement
Ecommerce Email Marketing1:19
Ecommerce Email Marketing
Ecommerce email marketing is a form of email marketing where you build trust, nurture relationships, and convert shoppers into paying customers.
Types of Marketing Emails2:28
Types of Marketing Emails
One-time send: An individual email that you plan to send at a designated time to a particular group of people
Automated: An individual email that you put into a workflow that will send to people who enroll because of meeting your desired criteria
Parts of a Marketing Email | First Impressions2:21
Parts of a marketing email that are the first thing a recipient sees
From Name: The name you display to identify who you are
From Email: The email address you are sending the email communication from
Subject Line: One line of text to tell the reader about what's in the email; the email marketing version of a hook
Preview Line: A supplemental line of text to tell the reader about what's in the email
Parts of a Marketing Email | Body Contents2:36
Parts of a marketing email once the recipient has opened the email to read your message
Body / Copy: The message you are communicating
Call to Action: The ONE action you want the reader to take
Footer: The required, legal elements of a marketing email; can be plain or designed; often includes social and website links

Other Elements:
Videos: Supporting content; typically displays a thumbnail and links out to the video
Images: Visual element to grab attention and supplement the message
Products: When connected or integrated with your store, you can directly include products into your marketing email for easy access to learn more and purchase
Your Strategy1:28
Creating your Email Marketing Strategy
First, determine your business goals. Next, define your target audience. Lastly, create your plan for how email marketing will help you reach your business goals.
Marketing & Sales Funnel2:53
Power your business with your marketing and sales funnel
Top of Funnel (TOFU): Attract people and educate them about the challenges they are facing, and how you solve them
Middle of Funnel (MOFU): Provide more detailed information about solving the challenge your audience is facing, help them consider you as an option
Bottom of Funnel (BOFU): Convert those interested into paying customers of your products and services
Email Automations to Set Up | Part 12:38
Three email marketing automations that all online stores need to set up
Welcome Series: for brand new email subscribers
Lead Nurture Series: for each of your lead magnets; can have a general series
Onboarding Series: For brand New Customers
Email Automations to Set Up | Part 23:27
Three email automations that are optional, but very powerful for your business. They help you convert shoppers into paying customers.
Abandoned Browse: For people who are browsing your store but left without adding anything to their cart or making a purchase
Abandoned Cart: For people who have added an item to their cart but left without making a purchase
Abandoned Checkout: For people who have completed at least one step of the checkout process
Email Automations to Set Up | Part 33:07
Three optional email automations that can be very helpful and powerful for your business.
Re-engagement: For people who are not engaging, to determine if you will keep them on your email subscriber list
Cross-Sell: For people who would benefit from a product or service that complements the item they purchased
Upsell: For people who have bought a low-ticket item and could benefit from a higher priced item
How to Get Email Subscribers3:45
Strategies to grow your email subscriber list:
offer lead magnets
create a newsletter that people want
host webinars or masterclasses
post about it on social media
create a waitlist for a new product launch
host a contest
use pop-ups on your site
add an opt-in form on every website page
How Often to Email3:23
It depends... but...

Keep in mind there needs to be a balance:
too frequent can be a turnoff
too little could lose a customer
What to Write in an Email3:55
It depends on the email... but...
define your messaging
write to your audience (& write like a human)
understand where the recipient is in the funnel
figure out your writing style & be consistent
write clearly & concisely
focus on one primary call-to-action
Segmentation2:21
Who do you email? And when?

By Purchasing Behavior: Grouping by products purchased, lead magnets downloaded, etc.

By Email Activity: Grouping by specific actions a person has or hasn’t taken

By Characteristics: Grouping by specific attributes about the recipients
Email Metrics | Engagement2:21
Email Metrics for Engagement
Send: Total recipients you try to send to
Delivered / Delivery Rate: Total recipients who your email made it into their inbox
Opened / Open Rate: Total recipients who opened your email to read the contents
Clicks / Click Rate / Click-Thru Rate: Total recipients who clicked a link in your email
Replies: Total recipients who sent you a reply back to your marketing email
Email Metrics | For Better Email Health2:37
Email Metrics for Better Email Health
Do NOT ignore these metrics!!

Bounces / Bounce Rate: Total recipients who the email is unable to be delivered to for many reasons
Unsubscribe / Unsubscribe Rate: Total recipients who chose to opt out of further marketing communications from you
Spam Reports / Spam Report Rate: Total recipients who reported you as spam from your email in their inbox
Congrats & A Special Bonus4:01
You’ve made it to the end of the course!!
You officially have an email marketing foundation to work from!!

Requirements

No email marketing experience required.

Description

Are you struggling to keep up with the ever-growing demands of your online business, and you want a way to reduce your manual workload while effortlessly converting sales??

Are you tired of spending countless hours trying to convert leads through guided conversations in your DMs, and you want a way to convert sales without having to be available 24/7??

If you answered yes to one (or both) of these, then LISTEN UP!!

It's time to take your business to the next level with Email Marketing!

Email marketing is one of the most tried-and-true marketing channels, and rightfully so. On average, it yields $36 for every $1 you put into it across the board—the highest return on investment of any type of marketing.

It's a PROVEN method to convert leads to sales on autopilot, which is why it's such an important skill for you to learn and use to power your online business.

That's why I'm excited to introduce you to Crash Course: Email Marketing Version!!

In this email marketing crash course, you will learn about:

what email marketing is (including in the ecommerce space)
different parts of a marketing email, and how to use them to your advantage
creating your very own email marketing strategy,and how it plays into your larger business goals)
what email automations to set up to help you grow and scale with ease
metrics that can inform and optimize your strategy, allowing you to convert customers at a higher-rate
and so much more

About the Course

Who this course is for?

Digital marketers who are relatively new to the space, have set their business up, and are looking for an effective, effortless way to convert leads to sales on autopilot
Online business owners who sell products or services (can be digital products) and are looking to use marketing methods that don’t require too much manual work to bring in sales

What email marketing skill level is required?

No experience required. This is for people who are brand new or relatively newer to email marketing and want a solid foundation without being overwhelmed by an influx of information.

Why this email marketing course?

It is a great entry point to learn the email marketing ropes because:

It’s straight-forward education, no fluff, just powerful information
It covers vital topics that get you started powering your business with email marketing

What’s included with this course?

Access to the course directly in Udemy

About Ashley, the Course Creator

Nice to meet you, I'm Ashley! My career has spanned all kinds of marketing, with a heavy emphasis on email marketing. In 2015, I graduated from Virginia Tech with a Bachelors in Marketing Management.

Since then, my career has gone from entry-level marketing roles to marketing manager, ultimately leading me to freelance marketing after I was fired (a blessing in disguise).

In my freelance marketing, I've helped businesses of all sizes set up email marketing campaigns that bring in the bacon, even some which that generated over $1M in monthly sales from one campaign alone.

I'm helping businesses grow and scale with the power of email marketing, and now I'm teaching you to do the same for your business.

Who this course is for:

Online business owners who sell products or services (can be digital products) and are looking to use marketing methods that don’t require too much manual work to bring in sales
Digital marketers who are relatively new to the space, have set their business up, and are looking for an effective, effortless way to convert leads to sales on autopilot