Email Marketing Masterclass with Dawn Richardson

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📖 Overview: Email Marketing Workshop

1. Why Email Marketing Matters

• Email is more reliable than social media because you own your list.
• It creates consistent touchpoints with your audience outside of platforms that constantly change (like Instagram or Facebook).
• Emails build stronger, long-term relationships with subscribers.

2. Community & Connection

• Email lets you speak directly to your audience instead of competing with an algorithm.
• Adding a personal touch (stories, photos, personality) makes your brand more relatable.
• Building community through regular contact increases trust.

3. Content Strategy for Email

• Emails don’t always have to sell — they can educate, inspire, or entertain.
• Keep a balance: mix value-driven emails with promotional ones.
• Repurpose existing content (blogs, posts, videos) into emails to save time.
• Focus on clarity — one key point per email is better than cramming too much in.

4. Engagement Techniques

• Use storytelling to draw readers in (personal stories, behind-the-scenes).
• Encourage replies or small interactions to boost connection.
• Subject lines matter — they determine if your email even gets opened.

5. Tools & Templates

• Templates make design faster and keep branding consistent.
• Stock visuals can be customized for personality and professionalism.
• Automation (welcome series, nurture flows) helps with consistency and frees up time.

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✅ Student Action Items

1. Review your current list
   • Do you have one? If not, set up your first opt-in/freebie to start collecting emails.
   • If you do, check the health of your list (open rates, unsubscribes).
     
2. Plan your next 3 emails
   • Email 1: A personal story that relates to your niche.
   • Email 2: A quick tip or resource your audience would find valuable.
   • Email 3: A soft promotion or mention of your product/service.
     
3. Audit your subject lines
   • Make them shorter, curiosity-driven, or promise a clear benefit.
     
4. Batch visuals/templates
   • Create 3–5 branded Canva templates for emails so you don’t start from scratch each time.
     
5. Set up 1 automation
   • A simple welcome email for new subscribers introducing who you are and what they’ll get from you.