--- title: Creating an Email Course description: Learn how to create an email course to introduce new readers and create loyalty to your publication. --- [Skip to content](https://help.indiegraf.com/creating-an-email-course#main-content) English Show submenu for translations [Publisher Portal](https://portal.indiegraf.com/tickets?hsLang=en) [![Indiegraf-PrimaryLogo-FullColor-1](https://help.indiegraf.com/hs-fs/hubfs/Indiegraf-PrimaryLogo-FullColor-1.png?width=262&height=60&name=Indiegraf-PrimaryLogo-FullColor-1.png)](https://help.indiegraf.com/?hsLang=en) Open main navigation Close main navigation - English Show submenu for translations - [Publisher Portal](https://portal.indiegraf.com/tickets) How can we help you? - There are no suggestions because the search field is empty. 1. [Indiegraf](https://help.indiegraf.com/?hsLang=en) 2. [Indiegraf Experts](https://help.indiegraf.com/indiegraf-experts?hsLang=en) December 16, 2025 # Creating an Email Course ## Learn how to create an email course to introduce new readers and create loyalty to your publication. An email course is a series of articles sent out as emails that ends with a financial ask. It’s a middle-of-funnel tactic that showcases your reporting, introduces new readers to your publication, and primes readers for donations. ​ ### **Deliverables** - The publisher is responsible for writing or adapting the articles to be used in the email course. Once we have the content, Indiegraf will support with: - Mailchimp customer journey (the automation) - Landing page and UTMs - Promotion - Lead generation campaign over 2-3 weeks - Onsite ads (Optinmonster or ConvertPro) - Social posts - Newsletter CTAs - \[Optional\] Standalone announcement email ### **Choosing a topic for your course** You could survey your audience and create a new series from scratch. - Ex. The Discourse *[asked their readers](https://thediscourse.ca/nanaimo/curious-in-nanaimo)* what they wanted to know about their community. They turned those responses into a series, *[Curious in Nanaimo](https://thediscourse.ca/nanaimo/curious-in-nanaimo)***.** *[Email 1](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=a08f1ba003)* | *[Email 2](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=932c3eac99)* | *[Email 3](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=2a8eca1fc9)*| *[Email 4](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=093d7700dd)* | *[Email 5](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=29fabfa719) | [Email 6](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=4211af1785) | [Email 7](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=bca49e5752) | [Email 8](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=6caf6f466a)* But that can be a heavy lift, so if you already have a series that got a lot of interest, you can repurpose those articles for an email course. - Ex. Peterborough Currents repurposed three articles into ***[Creek Week](https://peterboroughcurrents.ca/creek-week/creek-week-walking-guide/)***. They hired a writer-illustrator to rewrite the original series as a walking guide, and produce original illustrations. - *[Email 1](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=51abd397d1)* (confirmation) | *[Email 2](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=4e3078b84e)* (intro) | *[Email 3](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=1ad8b05922)* | *[Email 4](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=fab99384b9)* | *[Email 5](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=922cd3156b)* | *[Email 6](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=1407c9b4f4)* | *[Email 7](https://us17.campaign-archive.com/?u=c729a26a39e01143c8f6f567d&id=90774e15cb)* (financial ask) - Ex. The Discourse also repurposed articles about their community into a ***[History of Cowichan](https://thediscourse.ca/history-in-cowichan)*** email course. In this case, they didn’t adapt the original articles much — they just added a short introduction to each email. *[Email 1](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=fb8c6e150f)* | *[Email 2](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=8dda59d0fd)* | *[Email 3](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=4e404aaf8c)* | *[Email 4](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=6fb6ba297d)* | *[Email 5](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=f07d77da2e)* | *[Email 6](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=d430965aad)* | *[Email 7](https://us4.campaign-archive.com/?u=bf1967463da0ebc469d5c943c&id=34bbe84d0c)* ### **Measuring success** Not only do we want to grow your mailing list, we also want to encourage donations. We will benchmark and evaluate the course’s impact on: \# of subscribers \# of superreaders (\>3\* contact rating on Mailchimp) \# of supporters ​ ### **Recommended sprint schedule** | **Schedule** | **Activity** | **Responsible** | | --- | --- | --- | | **Week 1-2** | Assign writer to create new series OR adapt existing series | Publisher | | Provide creative assets | Publisher | | | Set email course goals | Publisher, with support from Indiegraf | | | **Week 3** | Optimize email course copy and put into Mailchimp | Indiegraf | | Prepare promotion collateral: Draft landing page copy ​ Set up UTMs ​ Draft onsite ads ​ Draft lead gen ads ​ Draft newsletter CTAs ​ Draft social copy | Indiegraf, with approval from Publisher | | | Benchmark key metrics | Indiegraf | | | **Week 4** | Launch the course! Publish landing page ​ Activate onsite ads ​ Activate lead gen ​ \[Optional\] Send standalone announcement email | Indiegraf | | Launch the course! 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