Want to grow your email list AND make sales while you sleep?
Learning how to create an email course is the answer.
Even better? Those subscribers are way more likely to turn into paying customers than regular subscribers.
Here’s why email courses work like magic when other list-building tactics fall flat…
Why Email Courses Are the Ultimate List-Building Machine
Let’s face it.
Most lead magnets are garbage.
People download them, skim them once, and forget they exist.
Not email courses.
Here’s why learning how to create an email course is a total game-changer:
- Builds trust over time – Each email deepens your relationship
- Delivers REAL value – Not just another PDF that collects digital dust
- Demonstrates your expertise – Positions you as THE authority
- Primes subscribers for offers – They’re EXCITED to buy when you launch
- Works on autopilot – Set it up once, let it run forever
According to Campaign Monitor, course-style email sequences have open rates 30% higher than standard newsletters.
That’s not just slightly better. That’s a total game-changer.
Let’s dig into exactly how to create an email course that converts like crazy…
What Is an Email Course (And Why Should You Care)?
An email course is a series of emails delivered in sequence that teaches subscribers something valuable.
But it’s SO much more than just information.
Here’s what makes an email course different from regular emails:
| Regular Email Sequence | Strategic Email Course |
|---|---|
| Random content delivered whenever | Structured lessons with clear progression |
| Generic information anyone could find | Your unique framework and methodology |
| Asks for sales from cold subscribers | Builds relationship before making offers |
| One-way communication | Engagement and action-taking built in |
The key difference?
A real transformation for your subscribers.
When you learn how to create an email course, you’re not just creating content – you’re creating an EXPERIENCE.
And that experience turns subscribers into die-hard fans ready to buy your digital products.
Planning Your Email Course That Subscribers LOVE
Most people just start typing emails.
Big mistake.
Planning is where the magic happens.
Here’s how to create an email course that delivers massive value:
Know EXACTLY Who You’re Teaching
Generic courses get generic results.
You need to get laser-focused on ONE person with ONE problem.
Ask yourself:
- What’s keeping them up at night?
- What have they tried that failed?
- What transformation are they desperate for?
- What objections do they have about buying from you?
Create a detailed avatar of your perfect subscriber:
| Aspect | Your Ideal Subscriber |
|---|---|
| Demographics | 30-45 year old professional woman |
| Current Situation | Struggling to grow their side hustle while working full-time |
| Frustrations | Tried social media but feels like they’re spinning their wheels |
| Goals | Replace their 9-5 income within 12 months |
| Knowledge Level | Intermediate – knows the basics but still hitting roadblocks |
The more specific you get, the more your course will resonate.
Generic advice = ignored.
Specific solutions to specific problems = DEVOURED.
Set Crystal-Clear Objectives (That Actually Matter)
What will subscribers ACTUALLY achieve by the end of your course?
Make it concrete.
Vague: “Learn about social media marketing”
Specific: “Create your first TikTok that gets 1,000+ views even if you’re starting from zero”
See the difference?
Use the SMART framework to craft objectives people actually care about:
| Component | Description | Example |
|---|---|---|
| Specific | What exactly will they accomplish? | Create a 5-email welcome sequence |
| Measurable | How will they know they’ve succeeded? | Convert subscribers at 15%+ to sales call bookings |
| Achievable | Is it reasonable for your audience? | Can be done in 5 days with 30 minutes per day |
| Relevant | Does it solve a real problem they have? | Addresses their need for consistent client acquisition |
| Time-bound | When will they see results? | Complete and implement within one week |
Pro tip: Focus on ONE main transformation, not twenty mini-lessons.
Map Out Your Course Content (With Perfect Flow)
Your email course needs a logical progression that builds momentum.
Think like a movie director, not a professor.
Create an outline that guides subscribers from where they are to where they want to be:
| Topic | Key Outcome | |
|---|---|---|
| 1 | Welcome + Big Promise | Excitement and commitment to complete the course |
| 2 | Foundation Concept | Paradigm shift that changes how they see the problem |
| 3 | First Action Step | Quick win that builds confidence |
| 4 | Common Obstacle | Solution to the thing that trips most people up |
| 5 | Advanced Strategy | Insider tip that elevates their results |
| 6 | Implementation + Next Steps | Plan to apply what they’ve learned + natural transition to your offer |
Each email should build on the previous one, creating a cohesive journey rather than random tips.
For more ideas on structuring your content, check out my guide on how to write an ebook.
Setting Up Your Email Course (The Technical Stuff)
The tech can make or break your email course.
Let’s make it simple.
Here’s how to create an email course that runs smoothly behind the scenes:
Choose an Email Platform That Makes Your Life Easier
Not all email platforms are created equal when it comes to courses.
You need one that makes automation simple.
Here’s what to look for:
| Feature | Why It Matters |
|---|---|
| Easy Sequence Building | Drag-and-drop editors save hours of frustration |
| Tagging Capabilities | Track who completes your course for targeted follow-up |
| Engagement Tracking | See which emails get opened and which links get clicked |
| Visual Automation Builder | Create conditional paths based on subscriber actions |
| A/B Testing | Test different subject lines to maximize open rates |
Popular options include ConvertKit, ActiveCampaign, and MailerLite.
The best platform isn’t always the fanciest – it’s the one you’ll actually use.
Create Engaging Materials That Keep People Hooked
Your email content needs to be engaging enough to keep subscribers opening day after day.
Here’s the secret sauce:
- Short, scannable emails – 300-500 words is the sweet spot
- Multimedia elements – Add videos, images, or audio to enhance learning
- Downloadable resources – Worksheets, templates, or checklists they’ll actually use
- Clear action steps – End each email with ONE specific thing to do before the next lesson
Remember: The goal isn’t just consumption – it’s implementation.
Give them tools they can use immediately, not just theory to think about.
For more on creating engaging content, check out my guide on how to create printables as companion pieces to your emails.
Set Up Automated Sequences That Work Like Clockwork
Automation is where the magic happens.
Once set up, your course runs 24/7 without you lifting a finger.
Here’s how to structure your automation:
| Element | Setting | Why It Works |
|---|---|---|
| Timing | Daily for short courses (5-7 days) Every 2-3 days for longer courses | Maintains momentum without overwhelming |
| Send Time | Early morning (6-8am) for best open rates | Catches people before workday distractions |
| Tagging | Tag subscribers based on which links they click | Allows for personalized follow-up based on interests |
| Resend Logic | Automatically resend to non-openers with different subject line | Increases overall engagement by 30%+ |
Pro tip: Set up a completion celebration email when someone finishes your course. Acknowledge their achievement and suggest next steps (which might include your paid offer).
Promoting Your Email Course (Get Those Subscribers!)
An amazing course with no subscribers is a waste.
Let’s fill that baby up!
Here’s how to create an email course that people actually sign up for:
Build a List That’s Quality, Not Just Quantity
1,000 engaged subscribers beats 10,000 tire-kickers every time.
Focus on attracting the RIGHT people with these strategies:
- Crystal-clear value proposition – What EXACTLY will they learn?
- Specific transformation promise – How will their life be better?
- Compelling landing page – Clear headline, benefits, and easy sign-up
- Social proof – Testimonials from beta testers or previous students
Your sign-up page needs to answer one question clearly:
“Why should I give you my email address AND make time to go through your course?”
If you can’t answer that convincingly, rework your offer.
Market Your Course Where Your People Actually Hang Out
Don’t waste time on platforms where your ideal subscribers aren’t active.
Focus on 1-2 channels and master them:
| Channel | Best For | Promotion Strategy |
|---|---|---|
| Your Blog | Existing website traffic | Strategic content upgrades within related posts |
| Guest Podcasts | Reaching new audiences | Share valuable tips + exclusive course offer for listeners |
| Facebook Groups | Niche communities | Answer questions with insights + mention your course where relevant |
| Professional audiences | Share case studies and results from your methodology | |
| Visual/DIY niches | Create pin-worthy graphics that lead to your sign-up page |
Remember: Consistency beats sporadic bursts of promotion.
Choose your channels, create a sustainable promotion plan, and stick to it.
Use Psychology to Maximize Sign-Ups
Want to dramatically increase your conversion rate?
Use these psychological triggers:
- Scarcity – “Registration closes Friday” or “Limited to 500 participants”
- Exclusivity – “Not available anywhere else” or “By application only”
- Curiosity – “The counter-intuitive reason most people fail at X”
- Specificity – “The exact 5-step process I used to achieve X”
- Low friction – Just ask for email (name optional) at sign-up
My most successful email course sign-up page converted at 72% by combining these triggers with laser-focused targeting.
For more marketing strategies, check out my guide on how to create an online course.
Engaging With Your Subscribers (Build Relationships That Last)
Getting subscribers is just the beginning.
The real magic happens when you engage with them throughout the course.
Here’s how to create an email course that builds lasting relationships:
Deliver Mind-Blowing Value in EVERY Email
Each email should make subscribers think, “I can’t believe this is free.”
Here’s how to pack your emails with value:
| Element | What to Include |
|---|---|
| Actionable Tips | Specific, step-by-step instructions they can implement immediately |
| Real Examples | Case studies or stories that illustrate your points |
| Templates/Swipes | Done-for-you resources they can adapt and use |
| Insider Secrets | Little-known strategies that give them an edge |
| Mindset Shifts | New perspectives that change how they approach problems |
Remember: One game-changing insight beats ten generic tips.
Focus on depth over breadth.
Create Two-Way Conversations That Build Trust
Don’t just talk AT your subscribers.
Create dialogue:
- Ask questions that prompt replies
- Encourage feedback on what they’re learning
- Run quick polls to gather insights
- Respond personally to emails you receive
- Create “homework” that gets them involved
The more engagement you generate, the more invested they become in completing your course.
And engaged subscribers are WAY more likely to buy from you later.
Answer Questions Like a Mind-Reader
Anticipate objections and questions before they arise.
This builds incredible trust.
Include these elements in your emails:
- FAQ sections addressing common questions
- Troubleshooting tips for potential roadblocks
- “But what about…” sections that handle objections
- Links to resources for those who want to go deeper
When subscribers feel understood, they trust your recommendations completely.
For more relationship-building strategies, check out my guide on how to start a paid newsletter.
Analyzing and Optimizing Your Email Course
Your first version won’t be perfect.
That’s totally fine.
The real magic happens when you optimize based on real data.
Here’s how to create an email course that gets better with time:
Track These Key Metrics (Not Just Open Rates)
Data doesn’t lie.
Keep your eye on these critical metrics:
| Metric | What It Tells You | Target to Aim For |
|---|---|---|
| Open Rate Progression | Are people staying engaged throughout the course? | Less than 15% drop from first to last email |
| Click-Through Rate | Are your calls-to-action compelling? | 15%+ on primary links |
| Completion Rate | How many finish the entire course? | 40%+ completion |
| Reply Rate | Are you generating engagement? | 5%+ reply to at least one email |
| Conversion Rate | How many take your desired next step? | 10%+ for free next steps, 2%+ for paid offers |
Focus on trends rather than absolute numbers.
If email #3 has a massive drop in opens, that’s where you need to optimize.
Collect Feedback That Actually Improves Your Course
Quantitative data tells you WHAT’S happening.
Qualitative feedback tells you WHY.
Use these methods to gather actionable insights:
- Simple surveys at course completion
- Direct questions encouraging replies
- One-on-one conversations with select subscribers
- Social listening to see what people say about your course
Ask specific questions like:
- Which email was most valuable to you and why?
- Was there anything confusing or unclear?
- What’s one topic you wish I’d covered in more depth?
- What action(s) have you taken as a result of this course?
These insights are gold for your next iteration.
Make These Tweaks for 2X Better Results
Based on your data, make targeted improvements:
| If You Notice | Try This Optimization |
|---|---|
| Open rates dropping after email #2 | Improve subject lines or adjust send frequency |
| Low click rates on resources | Make benefits clearer or position links more prominently |
| Few people completing the course | Shorten emails or add more engaging elements |
| Low conversion to next steps | Strengthen connection between course content and offer |
| Specific questions coming up repeatedly | Add an FAQ section addressing these concerns |
Small tweaks can lead to massive improvements.
One client increased course completion rates by 35% just by shortening emails and adding bullet points.
For more optimization strategies, check out my guide on how to create templates for your email content.
The Bottom Line on Creating Email Courses That Convert
Learning how to create an email course isn’t just about writing a few emails.
It’s about building a relationship machine that works for you 24/7.
Here’s what matters most:
- Focus on ONE transformation your subscribers actually want
- Deliver insane value in every single email
- Create natural engagement through questions and actions
- Measure what matters and optimize continuously
- Map your course to lead naturally to your paid offerings
The most successful email courses don’t just deliver information – they facilitate transformation.
When you help people get real results before they ever pay you a dime, selling your digital products becomes effortless.
Now go create an email course that builds your list while you sleep.
YOU GOT THIS 🙌
In your corner,
Adam