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Learning Objectives
By the end of this module, you will be able to:
- Understand the value of “owned” audience
- Create effective lead magnets
- Design signup forms that convert
- Build automated welcome sequences
- Use AI to draft engaging email copy
1. The Power of Email Marketing
Why Email Still Wins
| Channel | You Own It? | Algorithm-Free? | Direct Access? |
|---|---|---|---|
| ✅ Yes | ✅ Yes | ✅ Yes | |
| Social Media | ❌ No | ❌ No | ❌ No |
| Search | ❌ No | ❌ No | ❌ No |
| Paid Ads | ❌ No | ❌ No | ❌ No |
Email Marketing ROI
- Average ROI: $36-42 for every $1 spent
- Preferred channel: 73% of millennials prefer email
- Direct relationship: No algorithm between you and subscriber
Owned vs. Rented Audiences
RENTED AUDIENCE (Risky)
- Social followers
- YouTube subscribers
- Platform-dependent
- Algorithm controls reach
- Can lose access overnight
OWNED AUDIENCE (Stable)
- Email subscribers
- SMS list
- Direct communication
- You control the relationship
- Portable and permanent
2. Lead Magnets: The Value Exchange
What is a Lead Magnet?
A lead magnet is something valuable you give away FREE in exchange for an email address.
Lead Magnet Formula
Specific Promise + Quick Win + Low Friction = Conversion
Lead Magnet Types
| Type | Best For | Example |
|---|---|---|
| Checklist | Action-takers | “SEO Audit Checklist” |
| Template | Doers | “Content Calendar Template” |
| Guide/eBook | Researchers | “Complete Guide to FB Ads” |
| Toolkit | Practitioners | “Free Marketing Toolkit” |
| Quiz | Engagement | “What’s Your Marketing Style?” |
| Webinar | Relationship | “Live Workshop: SEO Basics” |
| Free trial | Product-led | “7-Day Free Trial” |
| Discount | Price-sensitive | “10% Off First Order” |
Lead Magnet Best Practices
✅ Do:
- Solve a specific problem
- Promise a quick win (consumable in 10-15 min)
- Make it immediately usable
- Ensure high perceived value
- Create professional design
❌ Don’t:
- Make it too long or complex
- Gate generic content
- Over-promise and under-deliver
- Forget to deliver value
🤖 AI Integration: Lead Magnet Ideas
Prompt Template:
I run a [business type] targeting [audience].
Their main problems are: [list 3-5 problems]
Their goals are: [list 3-5 goals]
Generate 10 lead magnet ideas that:
1. Solve a specific problem
2. Can be consumed in 15 minutes or less
3. Provide immediate value
4. Are relevant to my paid offerings
For each idea, suggest:
- Title (benefit-focused)
- Format (PDF, template, video, etc.)
- Quick win it provides
3. Signup Forms That Convert
Form Placement Options
| Placement | Conversion Rate | User Experience |
|---|---|---|
| Popup (exit-intent) | High | Medium |
| Inline (in content) | Medium | Good |
| Sidebar | Low | Good |
| Header bar | Medium | Good |
| Landing page | High | Best |
| Popup (timed) | Medium | Lower |
High-Converting Form Elements
┌────────────────────────────────────────┐
│ COMPELLING HEADLINE │
│ "Get Our Free SEO Checklist" │
├────────────────────────────────────────┤
│ SUPPORTING COPY │
│ "50+ checks used by top agencies" │
├────────────────────────────────────────┤
│ 📧 [Email Address Only] │
│ │
│ [Get Instant Access] ←CTA Button │
├────────────────────────────────────────┤
│ TRUST ELEMENT │
│ "Join 1,000+ marketers. No spam." │
└────────────────────────────────────────┘
Form Optimization Tips
- Fewer fields = more signups (email only is often enough)
- Strong CTA (“Get My Free Checklist” > “Submit”)
- Social proof (“Join 1,000+ subscribers”)
- Trust signals (“No spam, unsubscribe anytime”)
- Clear value (show what they get)
4. The Welcome Sequence
Why Welcome Emails Matter
- Open rates: Welcome emails get 4x higher open rates
- First impression: Sets tone for the relationship
- Engagement: New subscribers are most engaged
The Welcome Sequence Framework
EMAIL 1 (Immediate)
├── Deliver the lead magnet
├── Introduce yourself briefly
└── Set expectations
EMAIL 2 (Day 2)
├── Share your story/mission
├── Provide additional value
└── Soft CTA (follow on social, etc.)
EMAIL 3 (Day 4)
├── Educational content
├── Address common problem
└── Position as expert
EMAIL 4 (Day 6)
├── Case study or testimonial
├── Show transformation
└── Introduce solution (soft sell)
EMAIL 5 (Day 7-8)
├── Direct offer
├── Clear CTA
└── Create urgency (optional)
Welcome Email #1 Template
Subject: Your [Lead Magnet Name] is here! 🎁
Hi [First Name],
Thank you for joining [X]! As promised, here's your free
[Lead Magnet Name]:
👉 [DOWNLOAD BUTTON]
Quick tip: [One actionable tip from the lead magnet]
Over the next few days, I'll share:
- [Value point 1]
- [Value point 2]
- [Value point 3]
Talk soon,
[Your Name]
P.S. Hit reply if you have any questions — I read every email!
🤖 AI Integration: Email Drafting
Prompt Template:
Write a welcome email sequence (5 emails) for:
Business: [Your business]
Lead magnet: [What they signed up for]
Target audience: [Description]
End goal: [What you want them to do]
For each email, provide:
- Send timing (Day 0, 1, 3, etc.)
- Subject line (with emoji option)
- Email body (150-200 words)
- CTA
Tone: [Professional but warm / Casual and friendly / etc.]
Include personalization placeholders like [First Name].
5. Email Marketing Platforms
Free Options Comparison
| Platform | Free Tier | Best For |
|---|---|---|
| Mailchimp | 500 contacts, 1K sends/mo | Beginners, small lists |
| MailerLite | 1,000 contacts, 12K sends/mo | Growing lists |
| Brevo | Unlimited contacts, 300 sends/day | Budget-conscious |
| ConvertKit | 1,000 contacts | Creators |
| Buttondown | 100 contacts | Newsletters |
Setting Up Mailchimp (Beginner-Friendly)
Step 1: Create Account
- Go to mailchimp.com
- Sign up with email
- Complete profile setup
Step 2: Create Audience
- Audience → Audience dashboard
- Manage Audience → Settings
- Configure defaults (from name, email, etc.)
Step 3: Create Signup Form
- Audience → Signup forms
- Choose form type (embedded or popup)
- Customize design and fields
- Get embed code
Step 4: Create Automation
- Automations → Customer Journeys
- Start from scratch or use template
- Set trigger: “When someone subscribes”
- Add email sequence
6. Key Email Metrics
Metrics That Matter
| Metric | Good Benchmark | What It Tells You |
|---|---|---|
| Open Rate | 15-25% | Subject line + sender trust |
| Click Rate | 2-5% | Content relevance + CTA |
| Unsubscribe | Under 0.5% | Content/frequency fit |
| Bounce Rate | Under 2% | List health |
| Conversion | Varies | Business impact |
Improving Key Metrics
Low Open Rate?
- Test subject lines (A/B test)
- Improve sender name
- Optimize send time
- Clean inactive subscribers
Low Click Rate?
- Improve CTA clarity
- Add more value
- Better content-offer match
- Use buttons instead of links
Hands-on Activity: “The Capture”
Duration: 45 minutes
Objective: Design a signup form and draft the first automated welcome email
Part 1: Lead Magnet Concept (10 min)
- Use AI to brainstorm 5 lead magnet ideas
- Select the best one for your project
- Write a compelling title and description
Part 2: Signup Form (15 min)
- Create Mailchimp account (or similar)
- Design a signup form
- Write compelling headline and CTA
- Add trust elements
Part 3: Welcome Email (20 min)
- Use AI to draft welcome email sequence
- Customize Email #1 with your voice
- Set up automation in Mailchimp
- Test the flow (sign up yourself)
Template: Email Sequence Planning
EMAIL SEQUENCE PLANNER
Lead Magnet: _______________
Goal: _______________
Sequence Length: _____ emails over _____ days
EMAIL 1 - Day 0 (Immediate)
Subject: _______________
Goal: Deliver lead magnet, introduce brand
CTA: _______________
EMAIL 2 - Day ____
Subject: _______________
Goal: _______________
CTA: _______________
EMAIL 3 - Day ____
Subject: _______________
Goal: _______________
CTA: _______________
EMAIL 4 - Day ____
Subject: _______________
Goal: _______________
CTA: _______________
EMAIL 5 - Day ____
Subject: _______________
Goal: _______________
CTA: _______________
Deliverables
- Lead magnet concept with title and description
- Signup form created in email platform
- Welcome email #1 written and automated
- Test signup completed (screenshot of received email)
Key Takeaways
- Email is owned media: Build your list, control the relationship
- Lead magnets drive signups: Offer value to get permission
- Fewer fields = more signups: Keep forms simple
- Welcome sequences work: Automate the first impression
- AI helps write faster: Use it for drafts, then personalize
Additional Resources
- Mailchimp - Free email marketing
- ConvertKit - Creator-focused
- Really Good Emails - Email inspiration
- SubjectLine.com - Subject line tester
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