28 January 2027 9:30-13:00
Email Marketing
£220 inc VAT
Scaling businesses often have the capacity to run strong email marketing but lack a clear, practical framework. This workshop addresses that by giving participants the skills to build better lists, craft compelling content, understand their audience, and use data to drive continuous improvement. This outcome based, practical email marketing workshop designed to deliver immediate, measurable improvements.
Course overview
Email marketing remains one of the most effective and profitable digital marketing channels—when done correctly and consistently. Many businesses fail to see strong returns because of avoidable mistakes: weak lists, poor subject lines, inconsistent messaging, and lack of strategy. This workshop gives teams the clarity, tools, and quick wins needed to improve results immediately.
Every module includes quick wins, real examples, and actions participants can implement on the same day and is delivered online. Interactive and fun, featuring polls and breakout rooms, please be ready to contribute in order to extract maximum value for you and your business!
Who is this course for?
This workshop is designed for business owners, marketing professionals, sales teams, and business development managers who want to improve their email marketing results. Whether you are new to email marketing or already sending campaigns but not achieving the engagement, enquiries, or sales you would like, this practical workshop will provide proven strategies, tools, and quick wins that can be implemented immediately.
It is particularly beneficial for SMEs, start-ups, professional service firms, charities, membership organisations, training providers, and growing businesses looking to build stronger customer relationships, generate more leads, and increase revenue through effective email marketing.
What you’ll learn
This course is comprised of nine modules.
1. Building High Quality Email Lists
Key elements: list sources, online/offline tactics, pop ups, CTAs, compliance
Outcomes: Participants create a list growth plan they can implement immediately
2. Understanding Your Audience
Key elements: needs analysis, segmentation, customer journey, timing, relevance
Outcomes: Clear audience profiles and tailored messaging ideas
3. Crafting High Performing Subject Lines
Key elements: power words, what to avoid, testing, curiosity vs clarity, buyer psychology
Outcomes: A bank of ready to use subject lines backed by the science behind marketing psychology
4. Creating Valuable Newsletter Content
Key elements: structure, storytelling, value, consistency, brand alignment
Outcomes: A draft newsletter outline for their business
5. Personalised Offers and Promotions
Key elements: product vs service strategies, triggers, seasonal ideas
Outcomes: Three personalised offer concepts ready to deploy
6. Understanding Email Metrics
Key elements: open rates, click through rates, A/B testing, bounce, unsubscribe, benchmarks
Outcomes: A simple dashboard referred to often to track performance and learning how to interpret and respond skillfully to the data
7. Event Marketing With Email
Key elements: sequences, reminders, follow ups, conversion tactics
Outcomes: A event promotion email plan
8. Using AI for Email Marketing
Key elements: content creation, customer insights, automation ideas
Outcome: AI generated content samples for immediate use
9. Selecting the Right Email Marketing Software
Key elements: comparing platforms, automation needs, integrations, cost
Outcome: A shortlist of the best tools for their business and criteria for choosing
Course outcomes
Delegates will be able to:
- Understand why people buy and how emotions drive pricing decisions
- Differentiate between value and price and communicate value more effectively
- Analyse cost of production and calculate minimum viable pricing
- Assess competition without falling into the “copycat pricing trap”
- Evaluate external factors (market, seasonality, economic pressure) that influence pricing
- Apply incremental improvements to increase margins without losing customers
- Escape the discounting spiral using value-based pricing techniques
- Increase prices confidently using structured communication frameworks
- Explore alternative pricing models (e.g., subscription, tiered, gateway products)
Book your place
- Learn to build high quality email lists and email metrics
- Create valuable newsletter content with high performing subject lines
- Select the right email marketing software
- Use AI effectively
- Personalise your offer
About the Trainer
With 23 years of sales experience as a business owner and sales manager for global firms, Lawrence helps business owners, professional sellers and those new to sales achieve meaningful growth and realise their ambitions. His background spans key account management, enterprise sales, new business development and consultative selling, giving him a deep understanding of what drives commercial performance.
Since launching his training and consulting practice in 2017, he has supported dozens of small and micro businesses across multiple sectors to build strategic, sales and marketing plans with a strong focus on practical execution.
Lawrence specialises in helping business owners and sales people break out of common sales traps — selling on price instead of value, relying on discounting to win deals, lacking consistent leads, low order values and chasing prospects who never buy. He brings two decades of hands‑on experience and proven offline and online sales and marketing knowledge, delivered in a straightforward, down-to-earth style, without jargon to help individuals and teams supercharge their growth.
