Email marketing for small business - more sales, less effort
5.0 (1 rating)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,468 students enrolled

Email marketing for small business - more sales, less effort

Learn how to use email marketing to grow your business and generate more sales from your customers and prospects.
5.0 (1 rating)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,468 students enrolled
Created by Allan Ward
Last updated 2/2015
English [Auto-generated]
Current price: $12.99 Original price: $19.99 Discount: 35% off
7 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 3 hours on-demand video
  • 1 article
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • understand the basics of email marketing
  • create sign up forms and boxes they can use on their website to attract subscribers
  • Create and send one-off emails to their subscribers
  • Create an autoresponder series so their subscribers receive regular, automated emails
  • Analyse the results of their emails and improve their open and click through rates
  • There's no prior knowledge required
  • Ideally you'll need a business website that you can use to attract subscribers

Email Marketing is a cost effective way to get more customers for your business.

Email marketing is something most small businesses can do, but most don't know how to get started.

It's a fantastic way to generate more sales, with less effort. Much of it can be automated, and the results can be instant.

These days most people have emails. Sending them emails promoting your business can be simple and cost effective - no more envelopes to pack and seal. You can use email marketing to promote things on your web site, give them discounts or let them know about something new your business is doing. This can produce a great return on a small investment.

You don't need to be a big business to do this - any business can get started using email marketing today.

In this course we explain all the essential information about email marketing. Areas we look at include:

  • How to create an email list.
  • Set up forms on your website to get subscribers.
  • How to select appropriate email marketing software.
  • How to get your emails opened.
  • How to automate much of your email marketing.
  • Tracking the success of your email campaigns.

I've been involved in small business for many years and I know what it's like to be responsible for everything. This is the course I with I had seven years ago when I started learning about using the internet to market my business.

If you don't know a thing about email marketing, then this is the course for you. If you know a bit but would like to learn more, then this course will help.

This course is mostly video-based and I've tried to keep each video short and to the point. There's no extra fluff in this course - I know your time is precious and you just want to learn what's essential.

You're also able to jump around in the course to get to the sections that are relevant to you. And don't forget, you're able to ask questions throughout the course by starting a discussion. So if something is unclear, we're able to answer your question.

This course will take around three hours to complete. But after the first hour you'll know how to set up your own list and start collecting emails.

Udemy offer a money back guarantee - if you don't get any value from this course, just ask for a refund within 30 days. That reduces the risk to you.

So, take the next step. I'd love to have you as a student and help you learn how to use email to generate more sales for your business, with less effort.

Who this course is for:
  • Small business owners who want to learn how to use email effectively to market to new and existing customers
  • People who work in small business who are engaged in any type of marketing or business development activities
Course content
Expand all 39 lectures 02:52:55
+ Email Marketing - Introduction
4 lectures 12:44

Welcome to the course! In this lecture you'll get a brief overview of what to expect.

Preview 03:36

Why bother with email marketing for your small business? I've found email marketing to be one of the most cost-effective ways to market to both my existing clients and prospects. Once you know how, it's so simple to do, and with a few minutes effort you could be emailing hundreds of your clients.

In this video we look at some of the reasons why email marketing is worthwhile.

Preview 04:03

Learn the jargon! There are some particular concepts and terminology relevant to email marketing and in this video we explain the common concepts and words that are used in this course.

Email marketing basics - learn the jargon!

Email is just a marketing tool that fits with some of the other tools in your small business marketing. In this video we explain how video fits with your other marketing, and introduce you to the idea of your web site being the hub of all marketing that you do.

Your email marketing strategy
+ Choosing an email marketing provider
3 lectures 13:04

You could use Outlook to send your emails, but it's difficult to do effectively, hard to track results and you need to make sure you don't break the spam marketing rules. A good alternative is to use an email marketing software provider to provide the infrastructure for you to send emails. I recommend this option.

In this video we provide an overview of the pros and cons of each option.

DIY or Paid - An overview of different options

When it comes to choosing an email marketing software provider, there are a few things to be aware of. Like anything, it's getting the best value for money. This involves looking at the cost and the associated features you'll receive. And no business is the same - we may all value different features, so what's right for one business may not be right for another.

Preview 01:45

Should your list be Single Opt-In or Double Opt-In? In this video we explain the differences between the two and show you how Aweber and MailChimp treat single or double opt-in lists. It's important to know the differences if you're importing an existing email list to a new provider.

Single or Double Opt-In?
+ The sign up process - getting new subscribers
11 lectures 54:02

So why should I subscribe to your email list? In the next two lectures we help you create a Lead Magnet - something of value that you give away in exchange for your (future) customer's email address.

In this lecture we look at the various characteristics of your target market - who are they and what are they struggling with.

The work you do in this stage is important, because the answers you come up with here will influence the content you email to your list in the future.

Preview 01:48

Give people a reason to sign up to your email list. In most cases this means providing something of value to them. In this module we give you examples of what you can provide to people to encourage them to sign up to your list. And we'll show you how easy it is to produce something to give away to new subscribers.

Your lead magnet - why should I subscribe?

There are a lot of different forms you can use on your website to collect email addresses. In this lecture you'll learn what the different forms look like and where they work best on your page. I demonstrate these forms on the ContarMedia website (and no, I don't usually have that many set up!)

Different sign up options - forms, squeeze pages, pop-ups

Whilst it is possible to use the built in templates that Aweber and other email marketing software providers offer, sometimes you want something more.

In this video I'll show you four different options that make building signup forms and subscribe pages easy.

Check out the resources section at the end of the course for links to the software.

Preview 04:51

What information do you want from a new subscriber? In this lesson you'll learn how to decide what information you need to obtain from a new subscriber to your email marketing list.

What information do you need?

Every website should have a dedicated Subscribe page. This page has one purpose - to encourage people to subscribe to your email list. If you do any advertising or post articles on other websites, it pays to link back to this page on your site.

In this video you'll learn about the different elements you can place on your subscribe page.

Creating your Subscribe page

When you use a double opt-in list, your subscribers need to confirm their email address before they're able to access the lead magnet.

When they fill out the web form and click the submit button, they'd usually be taken to your 'Almost There' page. This page tells them to look out for an email from you that contains a link they need to click on to confirm their subscription.

When they click on that link, they're taken to your Success page - this is where they download the lead magnet.

Your almost there page doesn't have to have much content on it - it's just somewhere for them to land after they've subscribed to your list and before they've confirmed their email address.

Creating your 'Almost There' page

Your Success Page is the page that people land on when they've confirmed their subscription to your email list. This is where they can access your lead magnet.

In this video you'll learn how to set up your success page.

Preview 03:31

First things first. Before you can create sign up forms you need to create your list.

In this video you'll learn how to create a list in Aweber. I'll show you how easy it is and you'll also learn the extra steps to make sure Aweber uses your Success and Almost There pages instead of their default pages.

Remember, if anything is unclear or you have questions, start a discussion in the discussion area.

Creating a list in Aweber

In this lecture you'll learn how to create a sign up box using Aweber.

We take you step-by-step through the process and show you how to create a basic web form, customise it and then load it onto your website.

Creating a sign up box in Aweber

Using the sign up box and list that we created in the previous steps, we now show you how the email sign up process works. We'll sign up to a list, show you the confirmation email you'll receive and the pages on our website that the emails will link to.

Sign up process example
+ Writing Emails
13 lectures 01:02:28

There’s no point building an email list if you don’t actually send any emails.

And there’s no point sending emails if no-one opens them.

This section will cover Writing Emails. We’ll explain the different types of emails you can send, different headlines you can use, what content to include and how to set up an autoresponder so you do the hard work once, and then the autoresponder works forever in the background.

Preview 03:41

You probably use templates already in your business. If you're writing a letter, you'd use a template. Invoices? You've got a template.

When it comes to email, it's no different. Setting up a template (or templates) makes your life easier.

In this video you'll learn about the various elements you can include in your email template.

Preview 06:21

In this video you'll learn how to create your own email template in Aweber. Templates are useful because you can set them up once, and then use them for all your emails so they have a consistent look and branding.

These email templates can be used for both one-off emails and emails in your autoresponder sequence.

How to create a template in Aweber

I’m a big believer in using an email timetable so you can make sure your emails are as effective as possible.

In this video you'll learn some strategies to help you create an email timetable for your small business.

Email timetable

In this lesson we’ll talk all about email headlines and you’ll learn how to get your emails opened, and read.

Email headlines

In this lesson I’m talking about Calls To Action.

Now, an email message isn’t much good by itself. Ideally, you want the email to encourage the reader to do something as a result of reading the email.

And your readers want to know what you want them to do. They’ve opened your email, they’re reading it..what’s the next step?

That's where an effective call to action comes in.

Calls to action - get them to do something

One-off messages can be a very effective way to stay in touch with your readers.

In this lesson you'll learn some different ideas for creating one-off messages.

One-off Email Messages

In this lecture you'll learn how to create an email broadcast message in Aweber. This lecture is a screencast - you'll see the exact steps I take in my Aweber account to create a broadcast message.

Once you've watched this lecture you'll be able to login to your Aweber account and create your own broadcast message.

Creating an email broadcast in Aweber

It's very simple to create an email broadcast (a one-off email) using Mailchimp. In this video you'll learn how to select the list the email will be sent to, add content to your template, test and schedule your message.

Creating an email broadcast in Mailchimp

In this video we’ll talk about autoresponder best practice - how to set up an autoresponder series that will make you more money.

We’ll assume that you have an email template set up, so this lesson will deal more with the type of content to include and the timing of the emails.

Once you've watched this video you'll have a better idea about how to structure your autoresponder series, and have some ideas for autoresponder topics and content.

Autoresponder best practice

In this video you'll learn how to create an autoresponder sequence using Aweber. It's a very simple process (especially if you already have your email template set up) and you're able to schedule the timing of the messages and the intervals and days that they're sent.

Setting up autoresponder messages in Aweber

Before you click 'send' and send off that email, wait! Here's a few things to do before you send that email to your customers.

Before You Send That Email

When it comes to sending emails, there are some common elements that will help you become more successful. In this video we re-cap this section and talk about what we think are the important factors for sending effective emails.

Common elements for email success
+ Analysing results
4 lectures 18:37

One of the good things about email marketing is that you can track your results. How many people opened your email? How many clickeon the links? How many weren't delivered?

In this section we show you some of the areas you can track.

Preview 04:41

Sometimes you'll send an email and it'll bounce from some email addresses. Why does this happen? You'll find out in this video.

Understanding bounce rates and spam

There's no point sending out emails if no-one opens them. In this lecture you'll learn more about how to increase your open rates and get your emails read.

Open rates

Once your emails are getting opened, the next most important thing to look at is the click through rate - how many people are taking action on your emails. Email marketing software will show you your click through rate and you're able to look at which links in your email are getting clicked the most. In this video we look at strategies to increase your email click-through rate.

Increase your clicks
+ Advanced techniques
3 lectures 08:26

In this section of the course we’ll look at advanced email marketing techniques - things you don’t need to do straight away, but are good to know about.

In this lecture we look at resending and re-targeting your emails. Did you know that you're able to re-send your email to people who didn't open the original email? Or you can send a different email to those who did open your first email, or clicked on a link in it.

Once you watch this lecture, you'll have a better idea of how re-targeting works and how it may apply to your email marketing.

Re-sending your emails

Another advanced strategy to consider is having multiple email lists.

In this lecture we'll explain why multiple email lists may be right for your business and we'll show you an example of when you may choose to use multiple lists.

Using multiple lists

One of the cool things you can do with email marketing software is split testing - sending out two versions of the same email and testing results.

In this lecture we show you some different examples of how you can use split testing to improve your email marketing.

Split Testing Your Emails