I’ll get straight to the point: email-based courses are underrated in the B2B creator space.
And if you’re not using them, you’re leaving value – and trust – on the table.
A few months ago, I launched an email course called “Never Send Another Resume.”
It wasn’t flashy or full of over-the-top promises.
It was simple: a series of emails helping professionals build their personal brand so strong that they’d never need to send a resume again.
Here are the results without spending any dime on advertising:
- 185 people completed the course.
- It had a 65.1% open rate (that’s not a typo).
- And a 4% click rate.
Even better, once participants finished the course, they stuck around.
Most stayed subscribed to this newsletter, becoming part of my ongoing audience.
That’s the beauty of email-based courses: you’re not just offering content; you’re creating connection.
What is an email-based course?
For those who’ve never tried it, an email-based course is exactly what it sounds like: a series of pre-written emails delivered over time. Each email is a lesson or a chapter, breaking down a topic in a way that’s easy to follow and digest.
No fancy video shoots. No clunky LMS platforms. Just knowledge delivered straight to someone’s inbox.
I created mine using the Sequence feature in Kit (formerly ConvertKit).
The setup was straightforward, and once it was live, the course practically ran itself.
Why email-based courses matter for B2B Creators
Here’s the thing about being a B2B creator: you’re not just making content; you’re building trust.
Trust that you know what you’re talking about. Trust that your expertise can solve real problems.
You are the proof behind the advice.
Email-based courses help you do that in a way that’s scalable and impactful:
- You’re in the inbox, not the algorithm
Social media is noisy. Algorithms change. But email is direct. It’s personal. It’s where people go when they want something serious. - You go deeper
A LinkedIn post or tweet can only scratch the surface. An email course lets you take your audience on a journey—step by step—without overwhelming them. - You build real engagement
When someone subscribes to your course, they’re saying, “Teach me.” And when they finish, they’re more likely to stick around because you’ve already given them something valuable.
Jay Clouse, in his article on Creator Science, nailed this.
His email course not only attracted subscribers but also deepened relationships. He even saw a 65% completion rate – proof that email courses work when done right.
Why email-based courses are a game-changer for B2B Creators
If you’re serious about scaling your impact as a B2B creator, email-based courses should be in your playbook.
Let’s break down the specifics of why they’re not just “a nice idea” but a strategic advantage.
1. Automate your knowledge for consistent impact
One of the most significant challenges for B2B creators is time. You’re juggling content creation, audience engagement, strategy, and more. An email course allows you to package your expertise into an automated system.
Once your course is live, it works for you:
- Always-on delivery: Your audience can subscribe and start learning at any time, without you having to be involved in real-time.
- Scalable expertise: Whether 10 people or 10,000 sign up, your effort remains the same. The system scales without extra work on your part.
This automation not only saves you time but also ensures that your message is delivered consistently, regardless of how busy your schedule gets.
2. Flexible and easy to update
Traditional courses, especially video-based ones, come with a significant production overhead. If you spot an outdated stat or want to refine a concept, editing video requires time, resources, and often an entire re-shoot.
With email-based courses, updates are as simple as:
- Opening your email editor.
- Making the necessary changes.
- Hitting save.
This flexibility means your course can evolve alongside your expertise or industry changes. You stay relevant without the headache of recreating an entire product.
3. Deeper engagement than social media
Social media posts are fleeting by nature. Even if a post gets great engagement today, it’s buried under tomorrow’s feed. An email course, on the other hand, offers a sequential, focused learning experience.
Here’s why that matters:
- Structured learning: People absorb information better when it’s presented in a logical order. Email courses guide them step-by-step, creating clarity and reducing overwhelm.
- Higher retention: The inbox is a distraction-free zone compared to social feeds. If someone opens your email, they’re fully engaged with your content.
The outcome? Your insights stick. And when your audience remembers your lessons, they’re more likely to see you as an authority worth following—and hiring.
4. Long-term value with minimal investment
An email-based course isn’t just content; it’s an evergreen asset. Once built, it continues to deliver value over months or even years.
- Cost-effective: No need for expensive hosting platforms or production budgets. A tool like ConvertKit or Mailchimp gets the job done.
- Evergreen revenue (or lead nurture): Whether you monetize the course or use it as a free lead magnet, it becomes an engine for long-term growth.
5. Build deeper relationships
The best marketing builds relationships, and email courses are a prime example of how to do that at scale. When someone subscribes to your course, they’re making a commitment—not just to your content, but to the relationship they’re building with you.
An email course lets you:
- Show your audience you understand their challenges.
- Provide real solutions over time, building trust with every email.
- Create a sense of personal connection, even though the process is automated.
An email-based course isn’t just another content format – it’s a trust-building powerhouse. It gives your audience something more than surface-level advice. It says, “I’m invested in helping you succeed.”
When I launched “Never Send Another Resume,” it wasn’t about impressing people with flashy design or overloading them with information. It was about creating a journey—one that equipped professionals to build personal brands that work for them.
The results weren’t just in numbers (though the 65.1% open rate was incredible). The real impact was in the relationships it built.
So if you’re ready to build something that lasts longer than a social media post and matters more than a viral moment, create an email course. Your audience isn’t looking for noise—they’re looking for depth.
Be the creator who delivers it.