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Learning Objectives
- Understand permission-based list building and consent
- Design a simple lead magnet and opt-in path
- Write a 3-part welcome sequence and plan measurement (opens, clicks, conversions proxy)
Key Concepts
Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.
Permission-based lists
Email marketing works only with people who opted in. Never buy lists: they hurt deliverability and trust. Make joining easy and leaving easy (an unsubscribe link in every email).
Lead magnets
A lead magnet is something useful given in exchange for an email address: a checklist, discount, guide, or membership. It should be quick to consume and related to what you sell.
The welcome sequence
The first emails after sign-up get the highest attention. A simple three-part sequence:
| Timing | Purpose | |
|---|---|---|
| 1 | Immediately | Deliver the lead magnet; say welcome |
| 2 | Day 2 | Share a story or tip; build trust |
| 3 | Day 4 | Soft CTA: order, book, follow, or reply |
Segmentation and metrics
Segments group subscribers so messages fit them (for example students vs staff vs families). Track open rate, click rate, unsubscribe rate, and the action you care about (orders or replies). Open rates are less reliable today, so focus on clicks and actions.
Activities (Hands-on)
- Set up a free email platform (Mailchimp, Sender, etc.)
- Draft a simple lead magnet idea (checklist, one-pager, or tip sheet)
- Create or mock an opt-in form / landing block
- Write a 3-email welcome sequence:
- Email 1 (immediate): deliver magnet + welcome
- Email 2 (Day 2): value tip/story + introduce yourself
- Email 3 (Day 4): soft CTA (connect, book, follow)
- Outline 2–3 audience segments and a sending plan (simulation OK)
Worked Example: Sajilo Momo “Momo Club”
Lead magnet: Join the Momo Club and get a free plate on your 10th order plus first access to new flavours.
Opt-in form: name, email, and “I am a: student / staff / local resident” (for segmentation), placed on the landing page and as a QR code on the counter.
Welcome sequence:
| Subject line | Content | |
|---|---|---|
| 1 | Welcome to the Momo Club 🥟 | Thank you, how the 10th-plate reward works, link to menu |
| 2 | How we fold 2,000 momo a day | Short story of the family kitchen with photos |
| 3 | Your first Club order is waiting | Friday combo reminder and WhatsApp order button |
Segments: students (exam-week offers), staff (lunch boxes), residents (family packs).
Target metrics: click rate above 3%, unsubscribe rate below 0.5%, and 15 Club orders in the first month.
Common Mistakes
| Mistake | Better approach |
|---|---|
| Adding contacts without permission | Only email people who opted in |
| Lead magnet unrelated to the business | Offer something linked to your product |
| Long, image-heavy emails | Short text, one main idea, one CTA |
| Measuring opens only | Track clicks and real actions such as orders |
Deliverables
- Lead magnet (link or screenshot)
- Opt-in form screenshot
- Full copy for the 3-email welcome sequence (subjects + body)
- Segmentation outline and sending plan
Mini Rubric (10 pts)
Matches Assignment 6:
- Lead Magnet (3)
- Setup / form (2)
- Email copy for 3-part sequence (5)
Key Takeaways
- Build lists with permission; include an unsubscribe link.
- A good lead magnet is useful, quick, and related to your offer.
- A three-email welcome sequence builds trust and prompts a first action.
- Segment subscribers and measure clicks and actions.
Exam-Style Questions
Short answer
- What is a lead magnet? Give two examples.
- Why should businesses not buy email lists?
- Describe a three-part welcome sequence.
- Name three email marketing metrics.
Long answer / practical
- Design a lead magnet, an opt-in form, and a three-email welcome sequence (with subject lines) for a small business.
- Explain permission-based email marketing, segmentation, and the metrics used to measure success.
