Track I — Sales · Module 1C 2.5 hrs

About this module

This workshop teaches entrepreneurs how to use affordable automation tools and structured email campaigns to generate leads, increase repeat sales, and improve customer communication — without hiring a large marketing team. Participants will learn how to design practical customer journeys, automate repetitive communication tasks, and track measurable campaign performance.

The session focuses on low-cost and scalable solutions appropriate for Ontario small businesses and startups. By the end of the workshop, participants will have ready-to-use campaign frameworks, automation templates, and performance tracking tools they can implement immediately inside their business.

Learning objectives

By the end of this module, participants will be able to:

Understand the role of automation in modern small business marketing
Select appropriate email marketing and CRM automation tools for their business size and budget
Design customer email journeys for lead generation, nurturing, onboarding, and retention
Build effective email campaigns with strong subject lines, calls-to-action, and segmentation
Measure campaign performance using open rates, click-through rates, conversion rates, and ROI
Avoid common automation mistakes that damage customer trust or reduce engagement

What you'll walk away with

Participants will leave with ready-to-use campaign frameworks, templates, and tracking tools built during the session:

Email Campaign Planning Templates
Customer Journey Mapping Worksheets
Lead Nurturing Sequence Examples
Promotional Campaign Calendar Templates
Email Performance KPI Tracking Spreadsheets
CRM Comparison Checklist
Automation Workflow Diagrams
Email Copywriting Formulas
Ontario CASL Compliance Checklist
Subject Line Testing Templates
Re-Engagement Campaign Examples
Customer Segmentation Worksheets

Who should enroll

Entrepreneurs who rely on manual follow-ups and want to automate customer communication

Small business owners who have an email list but aren't using it strategically

Ontario operators looking for affordable tools to improve lead nurturing and retention

Founders who want to build scalable marketing systems without adding headcount

Service-based businesses wanting to automate onboarding and appointment follow-ups

Anyone who wants to turn their customer list into a consistent revenue channel

This 2.5-hour workshop is structured around six teaching blocks, each paired with a practical exercise you complete using your own business as the case study.

Why Email & Automation Still Matter

Why email outperforms social media for ROI, why your list is an owned asset, and how automation improves consistency without removing the human touch. Tool landscape overview for Ontario small businesses.

Choosing the Right Tools & CRM

How to evaluate Mailchimp, Klaviyo, ActiveCampaign, HubSpot, and others based on business size, budget, and use case. Participants complete a CRM comparison checklist for their own business.

Designing Customer Email Journeys

Mapping lead generation, welcome, nurturing, onboarding, and re-engagement sequences. Participants build a customer journey diagram for their own business during the session.

Writing & Structuring Effective Campaigns

Subject line formulas, email copy structures, segmentation strategy, calls-to-action, and how to avoid spam filters. Includes a subject line testing exercise and copywriting formula guide.

Measuring Performance & CASL Compliance

How to read open rates, click-through rates, and conversion data to improve future campaigns. Ontario CASL compliance requirements every small business must follow to avoid penalties.

Case Studies & Campaign Action Planning

Two Ontario-based case studies — one B2B service firm, one e-commerce retailer — showing real automation sequences in action. Participants leave with a 30-day email campaign plan for their business.

This module runs as a single 2.5-hour interactive workshop. Choose the format that works best for you.

Live In-Person Workshop

Held at our Richmond Hill facility. You'll work alongside other Ontario entrepreneurs in a hands-on environment with direct access to your instructor. Maximum group size ensures personal attention.

Live Online Workshop

Instructor-led via video with the same interactive exercises, group discussions, and real-time implementation. Participate from anywhere in Ontario without missing any content.

Workshop Structure

Every session follows the same proven format: 20 minutes of context and objectives, focused teaching blocks with practical exercises, two Ontario-based case studies, and a 30-minute action planning close.

What's included with every session

Full slide deck

12 templates & tools

2 Ontario case studies

Automation workflow diagrams

CASL compliance checklist

25-question assessment

Session

Attendance Format