build your email list as a valuable asset for your business
A practical course to help you build, write and send emails that grow your business.
If you’ve built a list but don’t know what to send…
If you avoid email because you’re unsure what to say…
If you want consistent income without relying on social media…
This course will give you the structure.
why email matters
Social media is rented space.
Your email list is yours.
Email allows you to:
• Build trust consistently
• Speak directly to your audience
• Launch without algorithms
• Sell without feeling salesy
• Create predictable income
But only if you use it.
Email marketing is such a powerful channel for a reason, it has a higher ROI than any other channel.
For every $1 spent on email marketing, businesses see a return of $36.
source email marketing ROI statistics 2025
this course is for you if:
• You have (or want) an email list
• You don’t know what to send
• You feel awkward about selling
• You want simple systems, not complexity
You do not need tech experience.
You do not need a huge list.
You do not need to have started.
You do not need perfect writing skills.
We use kit (previously known as convertkit) in our demonstrations, you are able to transfer these skills to other email providers, support is not offered for other providers.
What you’ll learn
Module 1 – The Foundations
Why email works
What to send (and how often)
The difference between nurture and sales emails
Module 2 – Your Welcome Sequence
How to set up a simple welcome flow in ConvertKit
What to say in your first 3–5 emails
How to build trust immediately
Module 3 – Weekly Emails Made Simple
A repeatable structure for weekly emails
How to write without overthinking
Turning everyday moments into content
Module 4 – Selling Without Awkwardness
How to introduce offers naturally
Launch email structure
Objection-handling emails
Closing confidently
Module 5 – Simple Automation
Setting up tags and sequences in ConvertKit
Basic segmentation
Keeping your system clean and manageable
how it works
Pre-recorded video lessons
Simple worksheets
Email templates
ConvertKit walkthrough examples
Designed to be completed in 3-4 hours total.
about us
Shine Business Academy is a supportive, down-to-earth space for people who want to build a business that works in real life. We focus on practical marketing, confidence-building, and clear step-by-step strategies that help new entrepreneurs make steady progress without the overwhelm. Through our membership, resources, and community, we help people grow their audience, build simple funnels, and create sustainable income — all with encouragement, clarity, and support along the way.
about your host
Hi, I’m Lorna — a business owner, coach, and mum from Scotland.
Building my own business has given me something I value deeply: flexibility and financial freedom. It’s allowed me to work around school runs, caring for family and all the moments I never want to miss. I built my business to fit my life — not the other way around — and now I help others create the same freedom for themselves.
Shine was created to support entrepreneurs who want to grow in a way that feels achievable, sustainable, and aligned with real life.
Everyone deserves flexibility, and the financial freedom to build a life that works for them.
what our community tell us about start up school
can we answer any questions for you?
who is email marketing essentials course forfor?
Email marketing essentials is designed for people who want to start or grow their email list, it is the most powerful marketing tool and having an email list offers such security to your business.
The information you learn here will help you start and grow your list no matter the sector you are in.
How much time do I need?
The course is designed to be worked through in 3-4 hours. You have access for a whole year so you can drop into it as often as you like.
Are there any live sessions?
Not with the email essentials course but we are more than happy to support you with any questions in any of our groups.
What tech do I need?
You need some tech that you can use to manage your email list which could be a computer, laptop, tablet or phone and access to a email marketing platform. We can help you with advice on setting up a platform if you haven't got one started.
Which email marketing platform do you use?
We use kit (previously known as convertkit) for our course, the examples that you see on our trainings use convertkit as the platform. The content of the trainings can be transferred to different systems but we are unfortunately able to support you with every different system. We've used a lot of them and kit is our favourite, we've been using it for more than 6 years now. They offer free 14 day trials to their creator plan and free newsletter plans depending on your subscriber numbers. You'll need a creator subscription to do automations, pricing is available on kit's website.
Is there a refund policy?
As email essentials is a digital product refunds are not available.
next steps
If you’re ready to create your email list , we’d love to support you.
Email essentials gives you the clarity, structure, and encouragement to move forward with confidence — one simple step at a time.
Join us and let’s build an incredible asset for your amazing business!