July 26, 2011

An email mini-course is a valuable marketing tool because it serves both you and your potential clients, helping you get your message across while providing valuable information to readers.  Email mini-courses are a simple way to connect with readers and convert consumers into customers. The mini-courses are essentially a batch of “lessons”, with a soft sell at the end of the email. The concept is to get people interested in your product or service while helping them to learn something that is new to them and will be useful. The tool is a useful one, but only if done effectively which requires a few basic steps.

Choose a Defined Topic

 Existing content is a great place to start for creating an email mini-course, but it is important to keep the message consistent. There are some instances in which creating new content makes sense. For example, an existing company may want to promote a new product or share new information with its readers, while a new company will often need to start from scratch.

Creating Content

Each mini-course should, ideally, have 8-12 lessons spread out over a couple of weeks. Within these lessons should be pieces running between 500 and 800 words each. The content should be eye-catching and informative when writing lessons to send to readers.

If it is the first lesson, then the first paragraph should cover what will be taught in the lesson before diving in to the lesson directly. However, if this is any other lesson, in addition to writing about the content of the current lesson, there should be a re-cap of the previous one. After the main content is posted (the lesson), make sure to close with a preview of the following lesson. This is also where you could put a promotion or you could save it for a P.S., in order to make it so readers do not think this is only a sales piece. Make sure all parts of the email are compelling and will keep readers interested.

Scheduling Lessons

Auto-responders are a useful tool for getting lessons sent out to people reading your emails. It gives you the option of keeping in contact with your email list automatically and allows you to schedule the times emails are sent, rather than sitting at the computer for hours on end.  Many people choose to send messages once a week or once a day, but, more commonly the choice is to send emails every other day.


Effective email marketing campaigns often include email mini-courses which serve to inform readers and also promote a company’s products or services. These tools contain lessons regarding something related to what a company offers or the industry in which it operates. The messages must be engaging and informative first, promotional last.





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