Email marketing remains one of the most effective and controllable channels for small businesses, but only when it’s used well.

Our Introduction to Email Marketing for Small Businesses masterclass is designed to help you plan, build and optimise email campaigns that engage your audience and support real business goals. You’ll explore how to structure campaigns, write effective subject lines, segment your audience, stay compliant and measure performance, with practical examples throughout.

This is a hands-on session focused on what works in practice. By the end of the masterclass, you’ll have the confidence and skills to create email marketing that feels purposeful, consistent and aligned with your wider marketing activity.

Introduction to email marketing for small businesses
£75 +VAT

Apply Online

Study Options and Start Dates

This course is delivered through our virtual learning technology, which include 3 one-hour live online classes.

Next start date: 14th April 2026

Class times: 12.30pm to 1.30pm BST

What’s Included:

3 x one-hour live online classes

Online access to recordings and materials

Certificate of completion
and digital badge

What’s Involved:

Week 1: Intro to email marketing

Topics Covered

  • What is email marketing?
  • The role of email marketing in the digital marketing mix
  • Benefits of email marketing for small businesses
  • Owned audiences vs social and paid channels
  • Types of email marketing campaigns e.g.
    • Newsletters
    • Promotional emails
    • Transactional emails etc.
  • Email marketing myths and common misconceptions

Week 2: Email marketing strategy & list growth

Topics Covered:

  • Setting email marketing goals and KPIs
  • Understanding audiences and basic segmentation
  • Creating an email marketing plan
  • How to grow your email list ethically
  • Lead magnets and sign-up incentives
  • GDPR, consent and expectation-setting
  • Choosing the right email platform (features, cost, scalability)
  • Deliverability & List health

Week 3: Creating, sending & optimising emails

Topics Covered:

  • Email structure and content best practices (personalisation etc)
  • Subject lines and open-rate optimisation
  • Timing, frequency and consistency
  • Measuring engagement (opens, clicks, conversions)
  • A/B testing and optimising campaigns
  • Intro to email marketing automation
    • Welcome emails
    • Simple nurture sequences
    • Cart abandonment etc
  • Common email marketing mistakes and how to avoid them

This course costs £75 + VAT

There are no formal entry requirements for this course.

Your Trainer: Louise Laurie

Louise Laurie is an experienced digital marketing professional and educator with over 13 years in the industry, having worked across both B2B and B2C sectors. Holding an MSc in Digital Marketing Communications, she specialises in helping small businesses grow through strategic marketing techniques. Currently working as a Marketing Manager, Louise is passionate about sharing her expertise in digital marketing, social media, and AI strategies. Her hands-on approach empowers business owners to develop effective marketing strategies, optimise their online presence, and achieve measurable results.

Outside of work, Louise enjoys running, staying active, and pushing herself with physical challenges and fundraising efforts, including running marathons, climbing mountains and trekking to Machu Picchu.

Louise Laurie