Email marketing and automation

Build a consented email list, land in the inbox, and run welcome sequences, newsletters and automations you can measure.

Most small businesses treat email as an afterthought: a list of old customers in a spreadsheet, a newsletter sent when someone remembers, and no idea whether any of it lands in the inbox. Meanwhile their reach on social platforms depends on a ranking system they do not control. This course builds the one channel you own, properly. You start with consent and the rules in Singapore, set up your domain so mail gets delivered, then write the welcome sequence, newsletters and automations that do the work while you run the business. It suits owners, freelancers and junior marketers who have to make email pay its way.

What you'll be able to do

• Audit a contact list for marketing consent and fix the gaps before sending
• Publish a signup form with a lead magnet that attracts likely buyers
• Set up SPF, DKIM and DMARC on a sending domain and run a list hygiene routine
• Write and automate a welcome sequence of three to five emails
• Write newsletters with subject lines and preview text tested on clicks
• Build segments and one automation flow that sends the right email to the right person
• Produce a monthly email report built on numbers you can trust

Syllabus

Module 1: Own your list and get consent right

Why email is the one channel you control, what Singapore's PDPA and Spam Control Act expect from a sender, and how to keep proof of consent for every address.

• 1.1 Your email list is the one audience you own
• 1.2 Consent under the PDPA: what you need before you send
• 1.3 The Spam Control Act and unsolicited email
• 1.4 Audit your list and its consent records

Module 2: Give people a reason to sign up

How to choose a lead magnet that solves one small problem, where signup forms work best on a small business site, and how to ask for only what you need.

• 2.1 A lead magnet solves one small problem right now
• 2.2 Signup forms: where they go and what they ask
• 2.3 Single or double opt-in, and what happens after the click
• 2.4 Build your lead magnet and signup form

Module 3: Get into the inbox, not the spam folder

How Gmail, Yahoo and other inbox providers decide where your email lands, how to set up SPF, DKIM and DMARC on your own domain, and how to keep your list clean.

• 3.1 How inbox providers decide where your email lands
• 3.2 SPF, DKIM and DMARC in plain words
• 3.3 What Gmail and Yahoo now require from bulk senders
• 3.4 Clean your list before it costs you
• 3.5 Authenticate your domain and run a first clean

Module 4: Write a welcome sequence that starts the relationship

What the first few emails after signup need to do, how many to send and when, and how to move a new subscriber from curious to trusting you.

• 4.1 What a welcome sequence has to do
• 4.2 Plan three to five emails and their timing
• 4.3 Give before you ask in every welcome email
• 4.4 Write and load your welcome sequence

Module 5: Write newsletters and subject lines people open

How to pick a newsletter format and rhythm you can keep, write subject lines and preview text as a pair, and lay out emails that read well on a phone.

• 5.1 Pick a newsletter format you can keep up
• 5.2 Subject line and preview text work as a pair
• 5.3 Write like one person to one person
• 5.4 Design that reads on a phone: plain text or templates
• 5.5 Write and send your first newsletter issue

Module 6: Send the right email to the right person

How to split a list by behaviour and stated interest, store the data that makes segments possible, and personalise beyond adding a first name.

• 6.1 Segment by what people did, not only who they are
• 6.2 Tags, fields and where segment data comes from
• 6.3 Personalisation that readers notice
• 6.4 Design and build three segments

Module 7: Automate the flows that run while you work

How automation flows are built from triggers, conditions and actions, which flows a small business should set up first, and how to keep them from over-mailing people.

• 7.1 Every automation is a trigger, a condition and an action
• 7.2 The flows worth setting up first
• 7.3 Exits, limits and not over-mailing people
• 7.4 Build and test one automation flow

Module 8: Measure what matters and improve each month

Which email numbers to trust, why open rates are unreliable, how to test one change at a time, and how to review results in a short monthly routine.

• 8.1 Why open rates no longer tell you much
• 8.2 The numbers that link email to money
• 8.3 Test one change at a time
• 8.4 Run your first monthly email review

Frequently asked questions

How long does the course take?

About ten hours across eight modules, including the exercises. Most people finish in four to five weeks, because the domain setup and the first month of sending need real time to run.

Which email tool should I use?

Any tool with forms, automation and domain authentication will do. The course uses Mailchimp, Brevo, Kit, MailerLite and Klaviyo as examples and does not recommend one. Pick the one whose free or starter plan fits your list size and budget.

Is this legal advice on the PDPA and the Spam Control Act?

No. The course explains the main ideas so you can ask the right questions, and points you to the PDPC and IMDA for the current rules. If your business handles sensitive data or large lists, get advice from a lawyer.

How is this different from Content and copywriting that people read?

That course teaches writing across every format. This one covers the system around email: consent, delivery, sequences, segments, automation and measurement. The copy lessons here assume you can already write a clear paragraph.

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