fbpx Skip to main content

Master Email Marketing for Your Online Course

A valuable tool in marketing your course is an email campaign. Within the sales funnel, you can have one or several email campaigns, depending on the complexity of your marketing strategy. The purpose of email marketing is to nurture the relationship between you and your potential customers. By using email platforms, you can schedule to send out well crafted, personalized emails to your email lists, which will engage your prospects, continue educating them and include more free information, always leading back to promoting your online course. 

There are different types of email campaigns you can implement into your sales funnel. A welcoming email campaign when they subscribe to your email list via a lead magnet – such as a short online quiz or assessment, downloading an eBook or free pdf, or joining a webinar. Whatever the path the prospect customer takes within the initial stages of the sales funnel, the goal is for all paths to lead to joining your online course.

So walk this journey with us, dear creator, and we will explore different types of email campaigns and how they can benefit your online course marketing strategy by increasing conversion rates!

What is an Email Campaign in Marketing?

The ultimate goal of email marketing is nurturing the relationship with your target audience, building trust by offering value to them, with the objective of driving conversions. However, you should always be customer centric, by focusing not just on the goal of increased sales for your benefit, but more so how you can benefit the email recipients, so that their desire to join your online course grows.

Benefits of Email Marketing:

  1. Building a Community: when you send emails out to your targeted lists, you are creating a community of subscribers with genuine interest in what you have to offer. They joined your email list with the intention of learning more about the topic you are teaching, so they are higher quality leads that can be converted to paying customers.
  2. Establishing Trust: consistently delivering value to your email list builds trust in your content, and reinforces you as an authority in the niche of your online course. By sending tips, tricks, and free resources (lead magnets), your subscribers will view you as an expert, which improves chances of enrollment into your online course.
  3. Cost-Effective Conversions Boost: email marketing is a low cost tool to keep your target audience engaged. You can also track your results, what works and what doesn’t, and adjust your email sequence accordingly.

Email Campaigns Within Your Sales Funnel

As you can see, email marketing plays an important role in obtaining quality leads and improving conversion rates. There are several types of email campaigns you can use within the sales funnel in order to maximize your efforts. Here we will explore some pro tips to keep in mind that will make your campaigns more effective – and what not to do.

What Works In Email Marketing

  1. Personalization: You want your voice and tone to shine in the body of your email, as if you are having a one-on-one conversation with the reader. The more personable, the more effective. Tailor your emails to individual subscribers based on the email sequence they are in – so all of the emails should have a logical process leading towards joining the online course. 
  2. Segmentation: This is where the email list is segmented based on interests from the subscribers. Organize your email list into smaller segments based on demographics, interests, and other relevant metrics. When you are sending out a specific offer, you can target those sublists from your email subscribers that are more likely to be responsive towards it. 
  3. Compelling Subject Lines: Your subject line is the first thing your subscriber is going to see, and is the main determinant of whether or not they open that email. The subject line should be intriguing and pique their curiosity, you can even add a preview message that acts as a subheadline to increase their desire to read further.
  4. Value-Driven Content: The emails in your sequences should always have some sort of value to the reader. Whether you include educational content, actionable tips, exclusive insights or statistics – your goal is for your readers to be excited about the content you provide to them. Use this opportunity for short weekly emails, like a “Pro Tip Tuesday” or “Fun Fact Friday” that your readers can look forward to.
  5. Clear Call to Action (CTA): Be direct in your message. There should be no question what the action should be in the context of the email. You can include a link to a free pdf and the CTA would be, “download our free pdf to learn the basics of [topic]”. Whatever the topic is, the CTA should clearly stand out.
  6. A/B Testing: As with any part of the marketing strategy, testing the success of your emails will help you improve and scale the effectiveness of your campaign over time. One example is to test two subject lines to see which one generates higher open rates.

What to Avoid in Email Marketing

It is just as important to know what doesn’t work in email marketing as it is to know what works. Here is a list of things that can hurt your sales funnel:

  1. Overloading with Content: Providing value is essential, but when your email is cluttered with a high volume of information, that can scare your prospects away from pursuing further. Each email should be centered around the theme you present in your subject line, and the content should be focused and easily digestible, with a clear CTA.
  2. Ignoring Mobile Optimization: Many people check emails on their phones, so ensure that the email is mobile friendly, with responsive designs and legible fonts in the text.
  3. Neglecting Email List Hygiene: Your email list should be segmented, as mentioned before. Sending out mass emails without clear direction will appear as spam to recipients. You should also remove email addresses that are inactive or bounce back in order not to hurt your sender reputation.
  4. Ignoring Analytics: Similar to above, do not send out emails blindly or to “all” emails unless it is an important announcement that would resonate with everyone based on their common interest in your topic. Pay attention to analytics: open rates, click-through rates, and conversion rates. Using these metrics allows you to adapt and refind your email marketing strategy.
  5. Frequent Emails with No Value: Or even just “frequent emails” in general. Spamming someone’s inbox with daily emails or more than once a day. People are busy, and when they receive a constant barrage of emails from you this will decrease the value of your emails and land you on their spam list and “unsubscribe” rates will go up.
  6. Not Personalizing: Emails should maintain a personable tone beyond “Hey [Name]!” You want to continue resonating with them based on their interests and pain points. 
  7. Ignoring the Unsubscribe Option: If a recipient decides to unsubscribe, you should make it an easy option for them if that’s what they choose to do. If it is difficult for them to find how to unsubscribe, it’ll start to hurt your reputation as a reputable leader in your niche, and lead to spam complaints against you.
  8. Spammy Language and Formatting: Avoid using ALL CAPS, excessive exclamation points (!!!) or misleading subject lines that may trigger spam filters. You want to appear professional but relatable, be authentic and transparent – otherwise you will quickly lose their trust.

Example of Effective Email Sequence

  1. Welcome: Start your sequence by welcoming the reader, thank them for participating in one of your lead magnets (however you obtained their email information), and introduce the course and value it brings, you can offer a discount (i.e. 10% off for participating in our webinar!), and include a brief overview of what the course covers, and CTA to “join the course”. This is how you start a more personal relationship with your prospective student, so be warm, engaging, and enthusiastic!
  2. Educational: You can intrigue the reader by starting off with a question related to a topic within the niche of your course, then provide valuable infographics, link to a blog that goes over the topic in more detail, and close the knowledge gap by answering the question you prompted in the beginning of the email. This is a chance to showcase your expertise and build trust.
  3. Testimonials: Grow the trust factor in this relationship by using social proof from testimonials of previous students. Share a success story of that student who excelled after taking your online course, so that your prospective student can see a real-life example of how that could be them too.
  4. Urgency: Create a sense of urgency by reminding subscribers about the discount expiration or limited seating in the course.
  5. Reminder: This is part two of email #4, here you can emphasize the benefits of your online course and the approaching deadline for discount and enrollment.

Final Thoughts

Now that you’ve made it to the end of this article, you should have a generalized idea of what an email sequence looks like. Think about what you have to offer and how you can best emphasize that value. If you find you are struggling with effective techniques, you can consult with our team at CourseCamp. We can design a sales funnel personalized for your needs and budget, create an effective email sequence, and schedule your email campaign to increase your conversion rates for course sign-ups. Our understanding of marketing strategy in the modern world will elevate the success of your course.

Let us set up your campaigns, so you focus your energy on your online course!

Are you ready to market your online course? Let us take care of that for you, your students are waiting!