What better way to make additional revenue than to transform your expertise and experiences into a self-paced online course for others to profit from?
With online classes, you can share your knowledge and earn at the same time. When it comes to marketing online courses, content providers are sometimes unsure of where to start.
It’s not as difficult as it appears, especially if you have the necessary tools and understand how to advertise online courses effectively.
Email marketing is one way to promote online courses. Aside from marketing your online course, this article will also teach you how to enhance your sales through email marketing.
What is email marketing?
Email marketing is a type of digital marketing strategy that allows business owners to establish a strong communication channel with their target audience. The term ’email marketing’ refers to all of the efforts a company makes to communicate with and build a relationship with its target audience via promotional emails. Email marketing aims to inform, educate, and build customer loyalty, trust, and brand awareness, as well as acquire and nurture new leads.
The role of email marketing in your overall inbound marketing strategy
Email marketing allows a business to reach a prospect’s inbox and create a relationship with them.
Prospects like to receive such emails from businesses that have something to offer, such as a product or service that can help them solve a problem or improve their quality of life. When they don’t want to hear about your product or business, they will unsubscribe from your mailing list.
A successful email marketing strategy begins with identifying your target audience and their needs, followed by delivering them well-designed emails that are relevant to them and motivating them to act.
Email marketing lifecycle:
Using email marketing’s lifecycle, you may see a customer’s journey to purchasing a product in great detail. Having a good grasp of this process and knowing where your consumers are in the process allows you to create customized email content that successfully addresses their needs.
With the AIDA process, the customer’s journey becomes clearer. This method outlines the steps in a customer’s buying decision. Here’s what AIDA looks like in action:
- Action: The prospect gets aware of your product as a result of your efforts (e.g., when your email lands in their inbox.)
- Interest: Potential client develops an interest in your goods or service.
- Desire: The prospect is interested in learning more about your product and considers purchasing it.
- Action: The prospect then purchases your product and becomes a customer.
Why not use email to drive more revenues for your online course? To obtain more sign-ups, let’s take a look at the three key stages of an email marketing approach.
- Create and Segment an Email Database
- Building email list: It’s impossible to advertise your products without an email list, which means you have no subscribers and no audience to reach. Without one, you can’t launch an email marketing campaign.
It’s easy to sell an online course if you let your subscribers – aka the most committed followers – know about it via email.
Creating your email list will require the following:
- A blog or website
- A platform for email marketing
- An opt-in form with a high conversion rate
It’s important to separate your email list into three distinct categories:
- Cold contacts: Customers who have never purchased a course from you.
- Win-backs: A person who has previously purchased something but has since lapsed into inactivity.
- Existing customers: Consumers who have made a purchase in the past.
- Purchasing lists: Buy-list purchases can be an effective strategy to kick-start an email campaign if you are honest and provide a clear “opt-out” option.
You can use email-finding programs like Voila Norbert to look for and verify those email addresses. You can also add contacts’ social networks, companies, and job titles to your list. Since the EU’s new GDPR data privacy laws went into effect, you’ll need to be cautious while collecting information from EU citizens.
- Use Pop-ups: Determining the optimal time to pop up a pop-up for a higher chance of a sign-up is based on your data. Unlike pop-ups, pop-ups can appear at any time, anywhere, and in any way.
Triggers for pop-ups could include:
- Time spent on a single page (pop-ups appear after a certain number of seconds)
- You’re scrolling down the page (determine the amount of scrolling that fires the pop-up)
- Intent to exit (the user moving the cursor towards the tab close)
- Various types of audiences (first time visitors, existing customers)
There are some tools that can assist you in automating and designing your site’s pop-up. As an example, consider Justuno or Sumo.
- Create valuable content: Lead generation is a powerful tool that you can use to generate leads with your content, particularly your blog. Alternatively, you can utilise your blog to offer “extra” information, such as white papers or webinars in exchange for an email address.
- Social Media: Your social media can be used to advertise lead generating offers or directly persuade people to sign up for your mailing list. If you want to resuscitate old connections, you can use Facebook Custom Audiences to do so. It is possible to retarget them with ads by integrating your email list into a Facebook Business account.
- Existing Email Marketing: You can urge recipients to forward the email by clicking the social button “email to a friend” in your current email marketing campaigns to distribute high-quality information.
- List Segmentation: Because list building is a continuous activity, segmenting your list from the start will make the next phase of the process much easier. This can be done in a variety of ways, including by demographics, geographic area, previous purchases, and interests.
- Make Your Email Content and Sequence Perfect
Structure your emails to encourage as many people as possible to sign up for your course once you have a large list of contacts. Each component of your list must be targeted in terms of:
- In what way do you structure your email? (the content, the subject line, the offer, the CTA)
- The email sequence you send automatically
- Cold Contacts: Contacts who haven’t heard from you in a while are the most difficult to email. This is where the Before-After-Bridge technique comes in handy. Create a mental picture of what the recipient is going through at the moment. If you have a problem, describe what it would be like if you could solve it, such as through your online course.
Simple Tips To Send Emails To Cold Contacts:
- Give an example of why you’re collaborating.
- Aim for simplicity and personalization in your subject lines.
- Incorporate high-quality content into the email, and include an offer with a clear CTA (e.g. 25 percent off your first course).
- Offer a free taster course or a sneak peek at a paid course that will be offered in the future.
- Win-Backs: Win-back emails are essential to the success of your customer acquisition campaign. New customer acquisition costs five times more than retaining an existing customer. Customers who have made two or more purchases from you are 54 percent more likely to make a third purchase, a study found.
Simple Tips To Send Emails To Win-Backs:
- Place your own name in the subject line
- Assertively demonstrate what they’re missing out on by sending them an attractive offer.
- Then, based on that information, determine the best time to send them.
- Existing Customers: Sending out newsletters to your existing customers is a great way to share valuable content with them. Consider including links to and previews of your upcoming courses, along with a customer incentive for inviting a friend to sign up for your course.
- Automate Workflows: Start by integrating your email software into your website. For each of your segments, you’ll need to think about your automated email sequences.
A five-stage email sequence for a forthcoming course might look like this:
- Introduce yourself and get people interested in what you have to say – your course’s contribution to resolving the problem
- In order to build trust, give them free information about your niche.
- What is your course’s solution to their problem?
- Assist them with their questions if any arise
- Make a final pitch.
- Landing Page Optimization: If you want to convert your hard-earned leads into paying customers, your course landing page is essential to the success. Your layout, content, and wording should all be carefully considered in order to encourage as many signups as possible.
- Attractive Headline: When it comes to grabbing attention, your headline is the most important factor. Say what the course is all about now, instead of being cryptic.
- Your Introduction: Put forth the “before” part of the storey, which demonstrates the need your course will fill.
- List distinct advantages: Keep the course description brief, but include a bulleted list of key benefits that the course will offer your customers. A “bonus” benefit enhances the perceived value of a product.
- Pricing: The price of your online course and any available discounts or bonuses should be disclosed upfront.
- Testimonials From Customers: If you have any customer testimonials, make sure to display them prominently on your site. If there is social proof, people are more likely to buy.
- Straightforward call-to-action: Your call-to-action (CTA) must be prominently displayed above the fold.
Marketing your online course via email requires a strategic approach. There’s a lot more to it than just sending out a few emails and hoping for the best, from building your email list to targeting your emails to optimizing your course page. You’ll see your contacts list grow as a result of the tactics discussed above, which will lead to more interest from prospects – and more sales of your online course.