--:-- --
↓ Scroll for more

Module 7

Email Marketing & Automation

Digital Marketing & AI Launchpad

Phase 3: Data & Retention

Duration: 1 hour

Learning Objectives

  • ✅ Understand "owned" audience value
  • ✅ Create effective lead magnets
  • ✅ Design high-converting signup forms
  • ✅ Build automated welcome sequences
  • ✅ Use AI for email drafting

Why Email Still Wins

Channel Own It? Direct?
Email ✅ Yes ✅ Yes
Social Media ❌ No ❌ No
Search ❌ No ❌ No
Paid Ads ❌ No ❌ No

Email ROI

$36-42 for every $1 spent

  • 73% prefer email for business communication
  • No algorithm between you and subscriber
  • Direct relationship you control
Owned Audience

Owned vs. Rented Audiences

😰 Rented

  • Social followers
  • Algorithm controls
  • Can lose overnight

💪 Owned

  • Email subscribers
  • You control access
  • Portable & permanent
Value Exchange

What is a Lead Magnet?

Something valuable you give FREE in exchange for an email

Formula:

Specific Promise + Quick Win + Low Friction = Conversion

Lead Magnets

Lead Magnet Types

Type Example
Checklist "SEO Audit Checklist"
Template "Content Calendar Template"
Guide "Complete FB Ads Guide"
Quiz "What's Your Marketing Style?"
Discount "10% Off First Order"

Lead Magnet Best Practices

✅ Do

  • Solve specific problem
  • Quick win (15 min)
  • Immediately usable
  • High perceived value

❌ Don't

  • Too long/complex
  • Gate generic content
  • Over-promise

High-Converting Form

🎯 HEADLINE: "Get Our Free SEO Checklist"
📝 SUPPORTING: "50+ checks used by top agencies"
📧 FIELD: Email address only
🔘 CTA: "Get Instant Access"
✅ TRUST: "No spam. Unsubscribe anytime."

Form Optimization Tips

  1. Fewer fields = more signups
  2. Strong CTA ("Get My Free..." > "Submit")
  3. Social proof ("Join 1,000+")
  4. Trust signals ("No spam")
  5. Clear value proposition
Welcome Sequence

Welcome Sequence Framework

📧 EMAIL 1 (Day 0): Deliver lead magnet + intro
📧 EMAIL 2 (Day 2): Your story + value
📧 EMAIL 3 (Day 4): Educational content
📧 EMAIL 4 (Day 6): Case study/proof
📧 EMAIL 5 (Day 7+): Direct offer

Welcome Email #1 Template

Subject: Your [Lead Magnet] is here! 🎁

Hi [First Name],

Thank you for joining! Here's your free [Lead Magnet]:
👉 [DOWNLOAD BUTTON]

Quick tip: [One actionable tip]

Over the next few days, I'll share:

- [Value 1]
- [Value 2]

Talk soon,
[Your Name]

🤖 AI Email Drafting

Write a 5-email welcome sequence 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
- Subject line (with emoji)
- Body (150-200 words)
- CTA

Free Email Platforms

Platform Free Tier
Mailchimp 500 contacts
MailerLite 1,000 contacts
Brevo 300 sends/day
ConvertKit 1,000 contacts

Key Email Metrics

Metric Good Benchmark
Open Rate 15-25%
Click Rate 2-5%
Unsubscribe Under 0.5%

Hands-on Activity

"The Capture" - 45 minutes

  1. Lead Magnet (10 min)
    Use AI to brainstorm, select best
  2. Signup Form (15 min)
    Create in Mailchimp + design
  3. Welcome Email (20 min)
    Draft with AI, set up automation

Deliverables

  • ☐ Lead magnet concept
  • ☐ Signup form created
  • ☐ Welcome email #1 automated
  • ☐ Test signup screenshot

Key Takeaways

  1. Email is owned - Build your list
  2. Lead magnets convert - Offer value first
  3. Fewer fields = more signups
  4. Welcome sequences work - Automate
  5. AI drafts, you personalize

Next Module

The Logic of Online Ads

Strategic understanding of paid traffic