Module 06 — Email & Retention

📘 Module 6 of 6
📋 What you'll need: Your buyer research (Spreadsheet 1), your Email Planner (Spreadsheet 6), your lead magnet and opt-in page from Module 2, and about an hour to choose an email tool
⏱ Time: A few hours to set up your sequences, then under an hour a month to keep it running
✅ Output: Automated email sequences that turn subscribers into customers and one-time buyers into repeat ones — running without you

Your ads bring people in. Most of them won't buy the first time they meet you. Email is what happens in between: it's how someone who downloaded your guide becomes a client three weeks later, and how someone who bought once buys again.

It's also the only channel you own. Instagram can change its algorithm, ad costs can rise, Google can reshuffle its results. Your email list stays yours.

link to spreadsheet 6

Automations Before Newsletters

Ask a founder about email and they picture writing a newsletter every week. That's the hardest version of email, and it isn't where the results are.

In 2026, across 183,000 brands, automated sequences generated 41% of all email revenue from just 5.3% of emails sent. Sequences get roughly three times the click rate of one-off sends, and thirteen times the purchase rate.

The reason is timing. A sequence reaches someone at the moment they raised their hand — they just downloaded your guide, they just left something in their cart, they just bought from you. A newsletter arrives on a Tuesday whether or not anyone was thinking about you.

You write a welcome sequence once. It then runs on every new subscriber, without you touching it again.

💡 Build your automations first, then think about regular emails.

You'll set up three or four sequences that run in the background before you send anything on a schedule.

What You'll Build in This Module

By the end of this module you'll have:

An email tool set up properly, with your emails landing in inboxes rather than spam
A welcome sequence going to every new subscriber automatically
The sequence that fits your business: an abandoned cart flow if you sell products, a follow-up sequence if you sell services
A post-purchase or post-enquiry sequence, so a first sale isn't the last one
A win-back sequence for people who've gone quiet
A sustainable rhythm for the emails you send on purpose

Before You Start

Your lead magnet and opt-in page are live (Module 2) — this is what feeds your list

Your buyer research is done (Spreadsheet 1) — you'll write from your buyers' real words

Your Email Planner is open (Spreadsheet 6) — you'll plan every sequence here before writing

Your offer is clear — what you want a subscriber to eventually do

You have a business email address on your own domain (you@yourbusiness.com, not a gmail address)

Ready to start?

Work through this module in order. Set up your tool first, learn what makes an email get read, then build your sequences one at a time. Each page links to the next.

Set Up Your Email Platform