I remember some six or seven years ago when I discovered Copyblogger. One of the first things I signed up for was their Internet Marketing for Smart People email course. The course is in 20 parts.

Our Internet Marketing for Smart People series works through these four themes, systematically introducing you to the most important concepts we think every online marketer must know about. Copyblogger, Internet Marketing for Smart People

I got these short emails each day for the next month. Most were introductory with a link to one of the top Copyblogger posts. You know what? It kept me on their list and I become a smarter internet marketer.

Over the years I dove into the content and ultimate education at Copyblogger.

This is something you can easily execute for your WordPress business. The result is that you will have an engaging email course that can bring potential clients to your tribe.

Today, we are going to discuss six tips for creating a simple email course which will become an engaging lead magnet.

Note, this is much different than online e-course. E-courses typically use a learning management software to execute the course. An Email Course uses standard email delivery.

Some good Ecourse Examples

Internet Marketing for Smart People – Copyblogger

16-Part Snackable Writing Course – Henneke Duistermaat

Dealing with Nightmare Clients — Erin Flynn

Charge What You’re Worth – Brennan Dunn

Consider your purpose

When considering the purpose, it is easy to look at the goal of creating a lead magnet and look past a pressing need for your client.

Take the time to really discover your client’s need. If you have a list, you can email them and ask them to answer a quick survey asking them what for their most pressing need.

Compile the answers and see which ones have multiple responses. Maybe your client’s most pressing need is finding the time to update their WordPress website or how to get more traffic from to their website. Hint, more traffic is almost a universal need.

From here, you have a couple of options. First, you can create content based on this need. Second, look through your existing content to see if you have addressed this before. If you have, then you have the building blocks for your email course.

Last year, I created email course for finding blog topics. I never released it to the general public but to a list of beta users. I learned a few things from the experience and will be repurposing the course to be used soon.

The following points are what I learned from my process.

Determine the topic

Start with the topic. Your topic should answer a pain point. There are so many ways you can spin this step. Does your team have a series of frequently asked questions? You can take one or all of them to create your content.

Maybe you know the needs of your potential clients after researching and chatting with them. Compile a list of topics you can use.

Evaluate your own existing content. You may be able to use something you have already created including blog posts, ebooks, or slide presentations.

Ashley Hockney points out at Teachable,

A good way to pinpoint exactly what your audience wants, is to look at what content of yours they may already be in love with. What blog posts have done well? What terms are they searching for (check AdWords).

Additionally, she points to an article at CoSchedule by Julie Neidlinger that gives some tips for finding out what your audience may want.

The topic you choose should be one in which your content will provide strong value for leads.

Example Topics for WordPress Professionals

• Getting more traffic
• Being listed on Google
• Generate leads from your website
• Simple SEO for small businesses
• Content Promotion with social media
• Productivity Tools
• Your ideas?

While these are some general topic ideas, dive deep into some of these topics for more specific topics.

Create homework

When I created my email course, I didn’t just want to toss out some content and let that be all. My purpose was to be a little more interactive, so I developed homework for each lesson. Because each lesson can get you six new topic ideas, I made the assertion that users can have up to 30 new topic ideas at the end of the course.

Now, to be sure, some say no to making homework for email courses. So, I may be wrong about this. I will say this, if you create homework, heed Joshua’s warning and not make it too difficult.

Most people’s problems are way, way bigger than you can hope to solve in a free, unsupervised email course.

My rule of thumb with email courses is, don’t assign homework.

98% of your subscribers won’t do ANY of it.

Instead make your email “lessons” fast and fun to read.

And nudge your subscribers toward an appropriately sized “next step,” like a product purchase or initial consultation.

If you are still with me, let’s continue.

Go ahead, embrace the dark side, create homework. via GIPHY

What good is it to offer some practical advice without urging users to use the information? This was my thought in creating homework. My purpose wasn’t to make it long and hard, but to spur them to go through the exercises and the result was more ideas for topics which would, at the least, give users blog ideas.

So many of the email courses I have seen tend to just send basic info and there is little value. I wanted to add more value than basic info.

Build a crescendo

You know what a crescendo is, don’t you? Consider the the third part of the definition of crescendo from Dictionary.com,

3.the climactic point or moment in such an increase; peak: The authorities finally took action when public outrage reached a crescendo.

Crescendos aren’t just in music but can be used in copywriting and content creation.

Using a crescendo in writing is the act of building your content on top of each other to a peak point where it all comes together.

Remember when you were in college and that one teacher gave you a comprehensive test? Yeah, me too. This is what a crescendo is like in writing.

If possible, try to have information to build on each other until the end when you deliver the final piece of information. This tactic builds the anticipation and keeps the user engaged.

Don’t forget calls to action

How can you have a call to action in an email course? Well, here are the goods. First, you need to have a call to action to read the next email. This is crucial. You want to keep the user engaged.

As said in a blog post at Kickofflabs,

At the end of each lesson, direct the course taker towards some action. This creates “small wins” which compels the reader into opening subsequent email lessons. This is also the easiest way to demonstrate the value of your free email course.

Second, you want them to feel free to email you at any time. For example, “Do you have any questions about today’s lesson? Simply hit reply and let me know.” That’s all there is to it really. Of course, you have to actually check your email and answer.

Second, when you finish your email course, you can create a call to action to take more action. One idea is to schedule a free consulting call or download an ebook or take a survey.

Calls to action keep the user engaged and keep them in your pipeline. You can also offer the ultimate call to action by selling them a product or service.

Can you do that? Why yes you can! And, you should because, after all, you have to pay your bills.

There is no reason to be overly salesy, but simply offer them the opportunity to take the next step.

Use autoresponders

Now, in order to execute your email course, you will need to use an autoresponder. Every email software offers autoresponders. Some include it in their basic packages or you have to upgrade. The good news is that MailChimp recently added it to their free packages (note: MailChimp calls autoresponders automation).

Most WordPress forms have a notification feature when a user submits a form, and some will even call them autoresponder, however, it is not the same as a robust autoresponder used by email software.

You will need to set up the autoresponder to send the emails timed based on either the previous email or once opened/read, etc. The good thing about autoresponders is you can drip the content (email course, duh) over a period of time.

How to Set Up Autoresponders in MailChimp Step by Step

Resources: Setting them up

The Guide To Creating Email Courses – Double Your Freelancing

How to Create an Email Course That Converts Like Crazy – Teachable

The Ultimate Guide To Creating An Email Autoresponder Course – CoSchedule

How to Create an Email Course that Rocks – KickoffLabs

Conclusion

It can be hard sometimes to come up with lead magnets that engage users. An email course can do exactly that. It allows you to showcase your knowledge, your expertise, and build your list.

Have you ever built an email course? How did it work for you?