Coming in Spring 2019

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What's in the course?

Email is 40 times more effective than social media in converting customers. [Source: The New Rules of Email Marketing, published by Campaign Monitor, with data from McKinsey].

Email beats social media in customer acquisition.
According to McKinsey, email is 40x more effective at acquiring new customers than Facebook or Twitter.

I'm not saying that social media's not important – it is. But when it comes time to convert, email is where the power lies.

This makes logical sense. An email subscriber has given you high-level permission as a show of trust. Most people treat their inbox as a to-do list, so they are effectively giving you access to their to-do list. This is immensely powerful – but you can't abuse the privilege. It has to be done according to their priorities, not yours. 

While this may seem counterintuitive, the mindset shift is worth it. 

A sound email strategy goes beyond a simple newsletter into opportunities to nurture customers with marketing automation, which can really help you take your business to the next level. You have to do this all with a light touch, but it can make you so much more efficient, and manage your "funnel" at scale.

Whether you are just getting started with your mailing list – or you're ready to take it to the next level – here's an online course to help you optimize your efforts for maximum impact.

  • The basics of getting set up and list management
  • An overview of the different platforms (Mailchimp, Emma, MadMimi, etc.)
  • Getting a newsletter up and running and using RSS feeds
  • List segmentation and how to set up some simple email automation
  • More advanced nurture sequences to convert customers
  • A complete guide to making your list GDPR-compliant

I am a practitioner, so all of these strategies comes from my work with clients week to week – and in my own content strategy.