Become an Email Marketing Master (For both B2B & B2C). | Andrew Miller | Skillshare

Become an Email Marketing Master (For both B2B & B2C).

Andrew Miller, Startup Marketing Expert & Lecturer

Become an Email Marketing Master (For both B2B & B2C).

Andrew Miller, Startup Marketing Expert & Lecturer

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6 Lessons (25m)
    • 1. Introduction

    • 2. Email Marketing 101

    • 3. Strategies for Building Email Marketing Lists

    • 4. Writing Perfect B2B Drip Campaigns

    • 5. Creating Automated Customer Email Journeys

    • 6. How and When to Create Incredible Newsletters

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About This Class

Email Marketing is truly still king of all marketing. Period. Why do you think GDPR was created? It’s because of the sheer power of having someone’s email address. No matter what your company’s industry, vertical, price point or demographic may be, the majority of the time a potential user or customer comes to your business’ website, they will not be ready to transact. In fact, if you’re in any kind of online commerce, the average percentage of your website traffic that will be willing to buy something or put their credit card down at all within a first visit, will hover around 2%. Think about that, that means that over 98% of all other user acquisition you bring in will go away without converting. Because of that, Email Marketing is an essential way to keep the conversation going, recycle content, drive referrals, promote anything for free, and upsell readers, but it’s also a great way to embarrass yourself and damage your image if done incorrectly. In this course I will walk you through how to create automation, setup email flows, and use email marketing to grow your business without much cash investment, regardless of your industry and vertical. 

My name is AndrewStartups and I've driven 3 startups to multimillion-dollar growth using these strategies. I’ve been building growth for startups for 15+ years including running successful email marketing channels. I teach unique bootstrapped Email Marketing strategies that you cannot learn anywhere else that are all about execution, not just theory and ideas. I’ve lectured in over 15 countries and taught over 5000 total students in person and online.

This course includes HD email marketing video lessons as well as an interactive workbook that includes homework, exclusive templates and cheatsheets from my career, strategy documents, money and time-saving tool recommendations and more that I've used to grow Email Marketing for brands like Tinder, LivingSocial, Hitlist, RoadTrippers and dozens of other less-famous startups.

Who this course is for:

  • Business Owners
  • Startup Founders
  • Entrepreneurs
  • Marketing Managers
  • Marketing Students
  • SMBs
  • Startups
  • Social Media Marketers

What you'll learn

  • How to build B2B Email Drip Campaigns.
  • What are the main KPIs to track for email marketing.
  • Which software to use for your Email Marketing
  • How To Find Email Marketing Inspiration
  • How to Stay out of Spam folders
  • What Email Marketing Automation is.


Learn more about andrew at or connect on social: 

Meet Your Teacher

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Andrew Miller

Startup Marketing Expert & Lecturer


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1. Introduction: Email marketing is one of the most powerful strategies that you can learn for your business. I'm Andrew startups and I've been doing email marketing for businesses for over 15 years. And I really call it part of the marketing foundation. Everything that you do, whether it's paid advertising, PR, SEO after email marketing will benefit from having stronger email marketing. Think about it every time you gather an e-mail, you need to have automatic emails flowing out to them to maximize the amount of emails you can capture from your website to grow as a business. So email marketing is an incredibly important strategy, and I have put together everything that you need to know whether your B2B or B2C on how to grow your business with e-mail marketing. I'll see you in the course and you will never, ever regret Atlas. I'll see you there. 2. Email Marketing 101: Hello and welcome back. You've learned a lot. We've been going fast and we're about to get really deep into e-mail marketing. Now, if you're thinking for even a second that Andrew and email marketing is dead, you're not alone. Every single client I worked with tries to deprioritize email marketing. But the fact of the matter is for early stage startups, about 60% of conversions come through email marketing. The reason that is, is because customers don't really trust you right away. So it's important that we take them on a journey and communicate with them over time and bring them back over and over again. And email marketing is a great way to recycle content, to drive referrals, to hammer home new ideas and new products and hit up people for upselling so many opportunities with e-mail marketing. So I first want to tell you about why it's important and to give you a couple of pointers and things you should never do. First thing you should never do is purchase e-mail list. The very next lesson right after this, we're gonna get into how to effectively build an organic list from scratch for your business. So the first thing I want you to not do is buy list. Every startup knows somebody or another startup founder who's got a list, try and avoid that. I know that seems great. Oh, someone's gonna give me a million list of e-mail addresses or potential customers, but you're a new brand. Every potentially damaging thing that you do puts your company at risk and everything that you've worked for. So let's keep it organic. Let's keep it authentic and forget about all those lists. So you want to keep a really good center status. Sender status is basically how often you get put to spam. So what do I always say? There's no such thing as targeted spam. So we're going to build people's e-mail address with their permission. We're going to talk about that later, why we want them to opt in. But we're also going to only be sending them messages that are highly valuable. So I know you might think about what I talked about earlier saying no, there's no such thing as targeted spam. But if you email somebody from an old list, you're gonna wanna get a lot of bounces because that list might be a two or three or four years old. And two, they are not going to be interested in what you have to say. So you're going to send you to spam. I recently worked with a client in Czech Republic in the online gaming space who scraped a 100 thousand e-mails illegitimately from a competitor. And I had a long argument about why we shouldn't email those people. Because you're such an early stage startup. You don't want people to hate you. You can't afford it. So don't purchase a list. Make your e-mail list organic. And the second thing I want to talk about is consistency with email marketing, it's important to consistently do it. Actually, all of these strategies that we're going to talk about, you can't just test them once and it doesn't work, Andrew. It doesn't work for us. I need you to give at least three months to everything, especially when we talk about content marketing, maybe six months. But with email marketing, it's about being consistent and persistent. You want to keep doing it one month, second month, third month, fourth month, whatever it may be, if you can do every two weeks, that's great with newsletters and touches. You never want to email people more than one day, but you never want to go more than a month without hitting them because they forget about your brand. They're more likely to be like, Who is this person I didn't sign up for this. And then they're going to send you to spam. And that's really the worst thing that can happen for you. So focused on not doing those two things, keeping it super organic and authentic, and make sure that email marketing as a priority for you. The next lesson we're going to dive right into how to start building your email list that you can communicate with. You ready, See you there. 3. Strategies for Building Email Marketing Lists: All right, are you ready to start building an email list yourself? So a little bit earlier with press market and we talked about going out and getting email addresses from reporters and building a list that way, this is actually different. And I want to touch on the difference between purchasing a list and building one yourself. When someone gives you an email list from their business or one of their old projects, or you purchase one online, you're putting your business at risk because that list is old. The age of the list matters because people have deleted their e-mail accounts or their emails, been inactive for so long that your email bounces so you don't want to use an old list. And instead, I'm going to go over a couple strategies on how you can actively build a list without having to go off page and reached. But for press and stuff, That's great because those emails or fresh, I'm looking at a brand new article. I'm grabbing that email address, that's still an active email address. But purchasing a list, don't do it. I hope you understand the difference now, the reason I want you to focus on building an email list yourself. I'm not talking about going out and grabbing. I'm talking about changing your focus as a business to building an email list as a conversion. Getting an e-mail subscriber is a conversion for a lot of early-stage startups because of what I talked about in the last lesson, it's really hard to sell people on a first visit. The best e-commerce companies in the world convert about one to 3% Expedia. 85% of people don't buy anything when they come to Expedia. So what do they do? They have a pop-up that offers you a deal 10 percent off your next booking, or you want the 10 best rental car companies a piece of content. So we're going to talk about those different lead magnets and what you can do. But I want you to think about an email subscription as a conversion for your business. Many years ago I worked with a start-up that was a daily deal website that ended up getting bought by living social and living social or Groupon, or those companies were really the pioneers of the e-mail subscription, getting that email as the man conversion of the business. And the reason that's valuable is, like I said, you can convert them over time. But not only do you convert a higher percentage, let's do the math. One to 3% convert on a first visit to your website. Who, how many give you their email address? If you have a strong lead magnet up to 25 percent will give you their e-mail address. So if you have a website, it's getting a 1000 people a week two, that's not huge traffic. But if 25 percent of them give you their email address, 250 e-mails a week is a lot. Now, you're sending them newsletters, your email and offers and discounts, which we're gonna talk about how to do in the next module. You're going to not only convert a high percentage of those people in the first 12 months, somewhere around 30% of those people are going to convert. You're also going to convert them over and over again, which increases their LTV lifetime value. So that's the goal. And companies like Living Social and other startups that I worked with, e-commerce or otherwise, new brands that take time to convert people. They look at the LTV broken down by email subscribers. That's how powerful email marketing is. So the first tool I want to show you is an amazing pop-up tool for you to plug into your website and get those pop-ups called opt-in Opt-in monster is not free, but it's super cheap. And just for those of you listening that don't even have $20 a month to spend. is a free tool. Now, it, I literally think opt-in monster is much better and sorry, no other CEO of Suma who was a friend of mine. But opt-in monster has incredible, incredible pop-up options and there's three main pop-ups I want you to use that will build your email list. The first one is a new visitor pop-up. So I'm land on your website and I'm there for 20 thirty-seconds. You can test different triggers for different businesses. And obviously you can see your data on how long your average visit is. But let's say I visit two pages or I am on the page for 30 seconds. You use opt-in monster to do a pop-up to add a value or a lead magnet. So like I talked about earlier, the main types of lead magnets are free piece of content, a discount. Or if you are a B2B business, maybe you want to offer a free 30 minute call or session. So that is the best free lead magnet if you are in like a really serious scientific space or health space, maybe it's a white paper. Again, white papers tend to skew towards B2B, but think about all the different types of things that your target demographic might be interested. If you're just a normal B2C startup, what is that target demographic got me interested in saving, so lead with that. So that's the first pop-up and the goal is to just get their email address right. Second one is an exit intent pop-up. You ever go scroll towards the right or scroll towards the right and you see the acts and there's a pop-up that comes up, that popup gets about 10 to 15 percent of people to not exit. You're like, Screw it. I'll enter my email address, but then I'm going on about my way and I'm going to forget about this business and then it's your job to communicate with them. So now you're at almost 30 percent of visits, you're getting their email address combined. There's one more. Now, for the long session for someone that leaves your website open and goes and does something else. Maybe you want to come and pop up with a crazy huge offer. So maybe it's a picture of you, the CEO, and you're holding cash and you're giving them like 50 percent off or something while maybe not 50% off. But it's an exploding offer that they have to use right now. Because even though it's a small subset of visitors, you know, somewhere around one to 5% of people leave the window open and stay around for a long time, they're most likely going to X out of that. So that's a lost visit. Once they go back to the tab that I oops, I left this open. But if they see huge offer, oh my God, they're gonna click on it and you're going to get their e-mail address. So you go from completely losing them to getting some value out of them. And actually the e-mail is a lot of value because not only do you get the chance to communicate with them over time, larger email lists actually give you credit for partnerships. So if you wanna do a giveaway with a company that's bigger, you can be like, Oh, I have 10 thousand e-mail addresses of followers and customers. So you can do a newsletter for that partner as swag in exchange to get something back from them. So e-mail lists are really valuable. Those are your three main ways to build your email list. Now we're going to talk about what to do with those e-mail list in the next lesson, are you ready? Let's go. 4. Writing Perfect B2B Drip Campaigns : All right, so now you're actively building lists of emails of people that are interested in coming to your website. Now, what do you do with those emails? Now there's two different strategies here depending on what kind of business you're in. If you're a B2C company, we're going to talk about that in the next lesson about how to send them on effective customer journeys. But if you're B2B, I don't want to forget about you. It's kinda different. What you're gonna do with B2B leads is actually take them on a customer drip, I mean, a drip campaign. It's not a customer. You want them to stay interested in your business and become a customer. It's a little bit different than a B2C company. So I want you to use a different tool and it's unbelievably cheap. The tool I use for drip campaigns called persist IQ, persist I'm going to include a recording about how to use the tool itself. They have tons of videos on YouTube as well. Super simple, what persist IQ is, is a stripped down version of HubSpot or any of the other drip campaign tools that you can basically upload those list into. So name, company name, whatever information you're asking them for, you can upload them that list and then create dynamic campaigns, templates, and then send them on these journeys, right? So for instance, hey name, does company name need anything like this or our company interested in saving time with this? Or is your company in city names? So you can send these dynamic emails over and over again, different types of emails and then get incredible analytics inside a persist IQ. And guess what, It's 50 bucks a month. There is no email marketing tool out there that is this cheap for a B2B level. Now if you've been building an email list from your site and getting 250 or 500 e-mails or even 50. Don't feel bad if you're just getting 50 e-mails a week, you can automatically have those drop into the lists on persist IQ and start firing that template. Now I want to go through what to say in these campaigns. So the reason why drip campaigns are so successful is because every message changes little bit. You can test all kinds of different messages, short messages, long messages, video message, aggressive message of value-add offer a message from the CEO. Remember this isn't coming from you directly. It's a marketing person on your team, so make an email address. It can be sales at in my experience when it's personalized, it's from Sean. I just used the name Sean. It seems to be perceived as really organic. That's the goal with these. You don't want them to know that they're on a dynamic e-mail campaign. It should say, hey, name, does company named need this question mark and the title of the first email, that burst email is pretty explanatory. Maybe that's one of your longer emails. And then you're going to schedule three to seven days later, another email. Hey, did you see my last email? Just checking. Third one a week later. Hey, just following up to see if you're still interested in having a chat about this. Click the link below to book a call with me. Fourth email. And again, I'm going to include an exact list of these templates. So you're going to see a seven e-mail campaign that I wrote for previous B2B client that I worked with. But the next e-mail is going to be where that value comes in. Believe it or not, a lot of people open these e-mails, but I'll get to it later. I'll get to it later. So you're gonna hammer home the value on that fifth e-mail. You're going to slide in with a discount or if you book now, we'll give you 50% off if you're interested in working with us. And here's a link to call or click to get this exploding offer in a week, it's gonna go away. Then what's the next email, boom, last day to get this value. So that's your last chance. Opened this email. The title is Hey, name, last chance to get this value from me. Boom. Then the next one is, can you just tell me if you're interested, that's when you're most aggressive. Like, Hey, I don't want to keep bothering you. I just wanted to know if you're interested in ever being blah, blah, blah, blah, blah, customer or ever saving time with this. Now, we're getting this value. So that's your last one. And honestly if they don't respond after 70 males, you just drop them into your newsletter list and you just give them newsletters and maybe they'll convert months down the line. But the point of a drip campaign is to push them to being a customer quickly for B2B companies, it doesn't really work the same with B2C companies because you need to really create more and more value over on to get brand trust with B2B. I'm trying to make them convert because of these exploding offers. I'm trying to show them this problem that we're solving. So check out the templates that I've attached checkout, how to use persist IQ. Don't feel bad if you already have Infusion soft, or you want to use mail chimp and just really be basic with your automation. It's okay. The point is that you send these B2B leads on a journey from day one, the first email should fire right when they sign up to your list. So they just filled out that form on your site. They gave you their email address and you're the first e-mails. Thank you for signing up. Here's three things you can do with my business. You can do this conversion, this call to action, and this potential call to action. The next one's coming in a week. Boom. That's how you convert people for B2B email lists. See you on the next lesson where we're going to talk about B2C journeys. 5. Creating Automated Customer Email Journeys: Hello and welcome back to the e-mail marketing module. We are about to start talking about how to take potential B2C customers on a journey. Now I just want to say one more time why this is so important. Customers aren't ready to convert right away for your business. So the journey is supposed to take them on a journey and basically impressed them, convert them, bring them back, make them refer, and up-sell them over time. So the biggest difference from a B2C and B2B campaign is with these B2C campaigns. We want emails to go out event from event-based actions so they do something or don't do something, and then another email fires. It's a little different than Boone B2B. We're just constantly trying to sell them one thing. So let's say they browsed if you're really advanced, if they browse a specific product on your website, they get a different e-mail. If they come back to your website multiple times, they get a different e-mail. If they don't come back, which is something that anybody company can do, then I get a different e-mail like when back email. So I want to dive in right away to which tool I think you should start with Mailchimp. And a lot of people use Mailchimp just for newsletters, but they also offer automation up to 2000 emails for free. So type in Mailchimp automation, open it up and again, I'm going to have a video along with this lesson on how to get started. I'm not going to bother walking you through the software myself, but it's really, really easy. You just basically create those templates and then that fires based on actions. So you set the trigger with Mailchimp. So let's say they didn't open last email, they didn't open to e-mails in a row. We want to fire a different one that's more aggressive. Or they opened two in a row, but they didn't click any link. The next e-mail is going to say, Hey, click this link to get this exploding offer. So action-based journeys are going to be really, really, really successful for your startup. Now there's a couple of best practices here. I think that you don't want to email another step in the journey more than three days apart. So I mean, less than three days apart. Sorry. You want to give them time? Maybe they open it, they want to come back to it. If three days to seven days is ideal in between each step. But if you're really aggressive and you have a ton of different products and services to offer. Or you're really good at content marketing and you want to hit them with a bunch of different pieces of content. You can test out hitting them every day, see what happens in the end. The further down the journey, the less valuable the user is. Because if they haven't converted after seven emails, you can try riskier and riskier stuff and not worry about potentially go into spam or pissing that person off. If they've gone through ten emails and they haven't converted, try sending them an email. I remember I can't remember off top my head, but working with a startup, the fifth or sixth email, it was just a video from the founder and I was like, Why don't you love us? Question mark? And they send that out and it's a video for the Foundry. Like hey, I noticed that you haven't opened a bunch of our emails and I just wanted to know what we could do to win you back. What are we not doing, please weren't early stage startup, we really need that feedback. You'd be helping us so much if you could just drop a comment, reply to this e-mail. Again, like I talked about with every marketing thing. Imagine that the people or the maximum level lazy and you need to make it easy for them to give you what you need from them. So with these customer journeys, you want to make it easier and easier and easier to convert. So you're hammering home that value. You're testing a bunch of different ideas. You're offering different pieces of value and content, discounts, offers, comments, calls, whatever you think is going to convert them, and you're going to see what works best. So always go back to MailChimp, check your open rates member be data-driven as a marketer, you have to think like a startup marketer. We don't think with emotion. We are being data-driven. So what is working? What is it is not up here, it's what's working in the number. So if you see an e-mail getting 40 percent open rate, which is crazy by the way, you want to shoot for 20 percent. If something gets a 40 percent open rate, you're going to scale that out, you want to do more of that, give that to everybody, whatever value that is, that's what's working for your target demographic. Expand on that. Along with this lesson, I've also included an example of a customer journey that I recently created for a startup. So you have those templates, do not copy paste those e-mails. I want you to just look at the size of the e-mail, what we say, the different burying pieces of content, and then make it up for yourself. If you copy paste it, it's not going to be as relevant to your startup. So be organic, be data-driven, and email marketing will work for your business. I'll see you in the next lesson. 6. How and When to Create Incredible Newsletters: Hello and welcome back to all things e-mail marketing. We have covered a lot for B2B and B2C companies, how to build lists. I hope you don't feel overwhelmed, but we have one more thing I really want to touch on. I want to make sure that you are actively sending newsletters to your audiences. And I'm going to teach you how to hack them and I make it really easy. So first thing I want to say is, Why isn't newsletter important? Now? For an early-stage startup, a newsletters important for many reasons, but one you might not think of is they're really great for keeping in touch with investors and potential investors. The open rates for a investor newsletter is NYK 60 to 80 percent. So That's one you might want to do on your own to just keep that list of all the people that might ever invest in your company and send them a newsletter once a month on what's going on with your company, what events you've attended, what your CEOs down, maybe you've gotten an article from that PR stuff that we talked about or maybe you've got invited to an event and you got to speak, put all that stuff into a newsletter for your investors or potential investors, friends and family include them in that. And that really gets people knowing that you're active and that you're doing stuff. But that's not the most important newsletter. The most important newsletter is that you send to customers and potential customers and potential clients that are following you and giving you their email address. And that's important because you stay top of mind. You show them that note, we're not going out of business. Yes, we are active, we're doing stuff and they start to gain trust. Now, how do you do this? So we're gonna go back to MailChimp. Like I said, if you're using a different e-mail service provider, that's fine. Constant Contact also does newsletters. Couple of other of those services do newsletters, but honestly, nobody has ever touched male chimps. Simple drag and drop solution for making newsletter. So you pick a template. You make, you spend time creating that first newsletter. Then all you have to do after that is just swap out the different pieces of content, change the text a little bit, boom, schedule that newsletter and you're ready. Now coming up with all that content, what's the hack I have for that? The first thing I want you to do is lean on all the analytics from your social media marketing. So if you were using buffer or q are those tools that we've talked about in social media marketing lessons. Those tools have analytics. You'll be able to see which social media channel and which piece of content was most engaging. So let's say you haven't sent a newsletter for two weeks. I want you to go and look over the past two weeks on buffer or on whatever analytic software you're using and see which piece of content, which blog post, which piece post on social media, which video on YouTube had the most engagement, and drop that into your newsletter. So I try to drop in three to five really good pieces of content from social media into the newsletter. So my top Instagram posts, my top tweet, my top video that I did during that period, and my top my most recent blog posts. So right there you've filled at whole newsletter up with content that you're repurposing. And we're going to talk a lot more about recycling content, repurposing it in the Content Marketing module. But email marketing is a great way and a newsletter is a great way for you to be able to recycled content you already spent time creating. So you're getting even more legs out of that time investment. Remember, it's all about return on time investment. So what else in the rest, what else do you put in the rest of that newsletter? So that paragraph, first paragraph, I want that to be your update for customers. What's new, What's a new product or service that you're offering? So it's okay to be salesy at the top of that e-mail, the first time you mentioned your company, I want you to hyperlink it, use a dynamic URL. We're going to talk about that more in the analytics, but I want you to be able to track that, that traffic is coming from an e-mail newsletter. So you're going to use the URL builder and Add Source and Medium. And don't worry, we'll talk more about it, but you're going to use a dynamic URL when you hyperlink your business. Now, the other part that's really important is that it doesn't just say our next newsletter or April newsletter, and it needs to say what is in that content. So giveaway plus one free new tip. That's what it is. So what is going to bring a higher open rate? Newsletters tend to have a higher open rate because customers are expecting it. And that's why it's really important to be consistent with every single one. So if you're saying you're gonna do it every two weeks, own it and do it every two weeks, put it on your calendar. So I talk about a lot, making a marketing calendar and making sure that every two weeks you're up to that, set a notification three days before we have to have that next newsletter ready in three days. It doesn't take a lot of time when you do the hacks that I mentioned, you're dropping in content from social media. You're dropping in that most recent blog post. Then all you have to do is find a couple of images, write a headline and that paragraph of text and your newsletter is ready. That's e-mail marketing. That is all you need to do as an early stage startup. I know is a lot, but I believe in you, you know that you can join our Facebook group and our forum and ask questions from other students. And I'll be on there as much as possible to answer feedback. So if you have questions, that's where you need to post your questions. I'll see you on the next lesson. You got this.