One thing that goes hand in hand with online course creation and launch is emails. Emails can do a lot for your business as they are the best way to generate, attract and nurture leads which results in more sales.
Coming to email sequences – they are an essential tool for developing an effective relationship with your email list community so that the members can turn into paying customers from leads.
So let’s now discuss email sequences in detail.
First we need to know exactly what an email sequence is.
It is basically a series of emails having a different purpose scheduled to be sent over a defined timeframe. It is a number of automated marketing emails hence also known as ‘autoresponder’ and plays a significant role in your marketing strategy.
Let’s see how an email sequence can benefit you:
- It helps in nurturing and improving relationships with your leads.
- At no matter what time your email leads join, they get the best of your content.
- It provides a unique and personalized experience to your leads.
- It gives worthy advice and knowledge to your audience.
- Due to the automated feature, your marketing efforts are made easier.
Before you can fully utilize the potential that email sequences have, you need to build an email list with people that fall in your target audience i.e. contacts that will find your course most relevant and are likely to buy it.
Once your email list is ready, you can explore the options of different emails and sequences.
Among the various types of email sequences out there, you can choose one according to the goal of the email campaign that you have to accomplish. What your email sequence will consist of and what it asks your email list to do is dependent upon your business goals.
For example, some of the purposes of an email sequence can be nurturing leads to buy your course, welcoming them, giving tips, engaging members in a conversation or launching a new course.
Remember that each email you send to the members will have a goal and a plan of action behind it which will bring them closer to buying your product.
For example if you want your audience to engage with you, you can create an email that invites them to join your podcast or webinar in which you’ll be talking about your course.
The best thing about email sequences is that you need to write them once, choose a marketing tool and it’ll send out the email directly. Your job is done!
The different kinds of email that you can send out are:
- The Welcome Email – an email that welcomes your audience to the community and provides an incentive to explore and buy your product. It can also include some benefits of being a member of your email list and what to expect next.
- The Question Email – this ‘helpful’ email attracts attention and lets the audience know that you are available and care about your audience.
- The Newsletter Email – it encourages subscribers to explore your content (blog, video, webinar) and share your news as well as learn about new features and try out the solutions you provide.
- The Announcement Email – this notifies the subscribers about any news or updates (course launch, registration opening, feature update etc).
- The Bonus/Offer Email – this email gives the subscribers an offer that they can claim within a certain time period and urges them to take action (get coupon codes, join a webinar etc)
- The Last Chance Email – this gives the subscribers a last call to take action before deadline ends.
- The Product Review Email – it asks the community, students or subscribers for feedback and reviews of your product.
- The Nurture Email – this email connects you to the subscribers and helps them in getting to know you better.
- The Re-engagement Email – this email is aimed at winning back subscribers and generating their interest in your product again. It’s a reminder or warning that inactive subscribers will be removed and can be paired with an attractive offer.
- The Thank You Email – this is your way of thanking the subscribers for their support, loyalty and being active in the learning community.
Along the type of email you wish to send out, be sure to include appropriate visuals that match your brand. Apart from photos, you need to have a nice marketing copy. Choose the graphics and colors wisely.
Now let’s talk about how to set up the email sequence.
The topic of your email sequence should always relate to your online course so it can create awareness and get people interested in your product. Here are the steps you can follow to create a convincing email sequence.
- Name the Sequence – it describes what’s next in the emails and prepares you hence keeping you focused and goal-driven. For example, “Best Strategies on How to Ace Your Next Job Interview [Job Search/Career Advice]”.
- Set-up the Sequence – after you’ve created and named the sequence, finish drafting your emails and complete the email series. Then decide the timeline of sending out these emails. Then click save and you’re done.
- Decide the time – when subscribers start entering your email list, your email sequence has started. It’s now your call when you want the emails to be sent out. The subscribers will receive them on scheduled days and no email is lost in between.
You can send out more emails in the beginning to get your audience hooked and then spread out the rest for later.
Email 1: Teaser (Announce when you’re launching the course, what it’s about, who can benefit from it and how and maybe include a video of yourself along with it).
Email 2: Description Details (Tell them what your course includes, the basic outline, number of modules, what makes it unique and include the social media share option to create hype).
Email 3: Your Course Is Available (Inform the audience that they can register, include testimonials, give a link for your sales page, create urgency so they can take action via mentioning a specific closing date).
Email 4: Collecting Feedback (Create a survey and ask for feedback, get a review or quote and ask for useful (or not useful) bits of the course).
Email 5: FAQ (Provide answers to frequently asked questions after studying the feedback, discuss money guarantee, and give out course duration and closing date).
Email 6: Hand out a perk (You could extend the closing day, free coaching session, renovated checklist, offer a discount for someone who gets their friend to signup among other incentives).
Email 7: Thank your audience (Make them feel appreciated for being a part of your course launch, include testimonials from students, share positive social media posts about your course).
Email 8: Closing the Cart (Email 1)
Tell them this is the best time to buy the course, mention the discounts and freebies, remind them that time is running out.
Email 9: Closing the Cart (Email 2)
Send them a mid-day reminder of the closing cart.
Email 10: Last Chance (Email 3)
Send out a reminder two hours before the closure saying that it is the last chance to buy!
With the last email, the course launch email marketing campaign comes to an end but you can tell your audience you will keep in touch to share further information, courses and material.
After building your email list, remember to keep communicating with your audience frequently by sending one or two emails per week. This can include business updates, newsletters, stories or testimonials.
Before I sign off, let’s have a look at some quick tips for writing great email sequences:
- Write an email that serves the specific goal you’ve decided.
- Send relevant and evergreen messages.
- Send short, to-the-point uncomplicated emails.
- Use the recipient’s name and personalized tags to give a personalized feel.
- Your design and text should match the feel of your website.
- Your subject lines should be creative, effective and should spark interest. They can be funny too or you can offer a solution or share a stat.
So now that we’ve established that email sequences are an effective marketing tool to communicate with your audience and nurture leads into potential students, start working on yours now!