Confused by lead magnets, landing pages and email automations? Come and discover how the technology behind email marketing actually works.

The Tech Behind Email Marketing

Lead magnets, landing pages, email platforms and automations. Let's make sense of how it all fits together.

You've probably heard that you need an email list, a lead magnet and some sort of email marketing system.

But what does all of that actually involve?

What's the difference between a landing page and a sign-up form? Where do subscribers go when they sign up? What exactly is an automation? And how does everything connect?

If you've ever found yourself nodding along when someone talks about email marketing, while secretly wondering how the technology actually works, this workshop is for you.

What we'll cover

We're going to break down the technology behind email marketing, look at the different parts of the system and explore how they work together.

1. Lead magnets: You might already have one!

A lead magnet doesn't have to be a 30-page ebook or something you've spent weeks creating.

We'll explore what lead magnets are, where they fit into email marketing and the different types you can use.

We'll also look at how something you've already created, such as a checklist, template, spreadsheet, worksheet or useful resource, could potentially become your lead magnet.

You'll have a little time to brainstorm ideas and look at what you might already have sitting in your Google Drive, OneDrive or computer.

2. The email marketing tech recipe

This is where we start putting all the pieces together.

We'll follow the journey from someone discovering your lead magnet to signing up and receiving their first emails.

We'll look at:

Lead magnets

Landing pages and sign-up forms

Email marketing platforms

Subscriber lists and groups

Automations

Delivering your lead magnet

Welcome and follow-up emails

You'll see how each part connects to the next and what happens behind the scenes.

3. Inside an email marketing platform

Ever opened an email marketing platform and wondered what on earth you're supposed to do with all the different options?

We'll take a look at what these platforms actually do and explore some of the features and terminology you're likely to come across.

Including contacts, lists, groups, tags, segments, custom fields and automations.

We'll also touch on choosing a suitable platform, some basic email and domain considerations, and what you need to be aware of when collecting people's information.

Who is this workshop for?

This workshop is ideal for small business owners, self-employed professionals and done for you providers who want to better understand the technology behind email marketing.

You might be completely new to email marketing, have a lead magnet that you've never quite figured out how to use, or already have an email platform but feel like you're only scratching the surface.

You don't need to be particularly tech-savvy, and you certainly don't need to know all the terminology before you arrive.

What will you leave with?

By the end of the workshop, you'll have:

A clearer understanding of the technology behind email marketing.

An understanding of how lead magnets, sign-up forms, email platforms and automations connect.

Ideas for a lead magnet you could create or repurpose from existing resources.

A better understanding of the terminology and features inside email marketing platforms.

More confidence in understanding what you need to set up an email marketing system.

A little bit about your trainer

I'm Emma Pearson, founder of NextGen Digital Skills Training.

I'm a qualified teacher with over 10 years' experience in education, alongside practical experience working with businesses on their digital systems, including email marketing platforms, CRMs and automations.

I started NextGen because I believe people shouldn't be expected to know how to use technology simply because it's available to them.

My training focuses on explaining what technology does, why it matters and, most importantly, how to actually use it.

No unnecessary jargon. No assuming you already know everything. Just clear, practical training that makes sense.

One important thing to know

This isn't a workshop about writing the perfect email, developing a content strategy or creating an entire email marketing campaign.

We're focusing on the technology that sits behind email marketing, so you can understand the systems before trying to build them.

Arrive from 9am for a 9.30am start.

Description supplied by the event organiser.