Because of the sophisticated multimedia and interactive technology involved, developing e-learning materials can be more expensive than creating their real-world counterparts. Nonetheless, with a little help from the internet, e-learning can help you reach a larger target audience.
If you manage an e-learning course on your own, you’re not only the course designer/tutor, but you’re also in charge of marketing, lead creation, and sales. We recognise that email isn’t your preferred marketing medium; in fact, it may be your last resort. If that’s the case, it’s past time for us to start over. RisePath guides you through some email marketing techniques and examples to assist you in properly promoting your e-learning course.
Why do you need an email list for your eLearning course business?
Before we look at e-learning email marketing, you might be wondering how you can reach a large target audience if you don’t have an email list, to begin with.
The solution is simple: start from the ground up and develop your mailing list. Although it may appear to be a time-consuming process, you should be aware that it is also rewarding and profitable. To learn more about email lists, go here.
Unlike YouTube, Twitter, Facebook, and other sites that you DO NOT own, you may communicate directly with your audience when you create an email list. Even if your course generates a lot of interest on social networks, you’ll need to direct them to your website and, eventually, contact them via email. Permission marketing is built on this premise.
How can you expand your email list for your eLearning course?
1. Purchase an email marketing programme.
To promote your e-learning courses, sign up for an email marketing service. It allows you to reach a larger audience more quickly and with less effort. If you think an email marketing tool is pricey, keep in mind that it also offers a high return on investment.
Let’s imagine you have 1000 email subscribers and you send them 5 emails every month on average. You’ll pay around $49 to send these emails if you use a low-cost tool.
$0.0098 per email = 49$ / 5000
It’s not even close to costing you a penny to send an email. This is a fraction of what you’d spend on Google or YouTube pay-per-click ads.
According to the Direct Marketing Association, email marketing offers a return on investment of about $41 for every dollar invested, considerably outpacing other channels such as mobile ($10.51), social media ($12.71), and search ($22.24).
2. Make a lead magnet
A lead magnet is a valuable resource you provide in exchange for your audience’s contact information.
When visitors find a resource on your website that they find incredibly useful, they will gladly give their phone number or email address in exchange for it. Lead magnets that are related to your course are a terrific approach to collecting emails from people who could be interested in your e-learning course in the future.
The following are the most frequent sorts of lead magnets that you can use on your website:
- A resource guide or a free tool
- A cheat sheet or a checklist
- Industry report or white paper
- Free video training course (video or email)
- Study of a case
- Guide in e-book or PDF format
- E-learning email marketing
However, an eLearning course sale does not occur as a result of a single email. You’d need to match your email marketing strategy to your buyer’s journey.
What is the buyer’s journey for a course?
Each of the phases listed below must be completed before your subscriber becomes a customer.
Note: Throughout the blog, we have focussed from the standpoint of a photography course tutor. Although the subject of your course will undoubtedly differ, the process for attaining conversions will remain the same.
- Awareness– A subscriber becomes aware that they are unfamiliar with a topic. For example, a potential customer admits that he is unfamiliar with professional photography techniques.
- Consideration– After that, the person analyses several solutions for resolving the issue. He considers many options, such as e-learning courses, private coaching, and live workshops.
- Decision– Finally, they come to a decision about how to deal with his unfamiliarity. In your example, the learner would choose your photography for beginners e-learning course.
How can you match your email marketing to the buyer’s journey of your ideal customer?
It’s like having a one-on-one conversation with your prospect in person when you send out the correct emails that are highly tailored. Consider the following when developing an email marketing plan for your company:
- The types of emails
- For each stage, the total number of emails
- The frequency with which emails are sent
Let’s have a look at the email sequence in our example:
1st email: Getting the attention of your buyer
The first email in the awareness stage would prompt them to consider their issue, which could be a lack of knowledge or a weakness in a (your) subject.
- It tells a tale, and people enjoy stories.
- It emphasises a problem and how it affects the reader’s life.
- It offers them the impression that you’ll take care of their situation.
- It has a lot of appeal.
- It is unmistakably NOT a commercial pitch.
2nd email: Gaining your reader’s trust.
Now that your readers have recognised their issue, you must assist them in taking the first step toward solving it while ensuring them that YOU can assist them.
If you want your readers to trust you, send them an honest, insight-driven email. To compose the email, include a number of personal stories as well as some surprising facts. You are not required to pitch your course at this time. You could instead include links to your work, which could be a blog, video, podcast, or another medium.
3rd email: It’s time to make a pitch.
It’s the ideal time to make the pitch because your audience is more engaged with you and may have even responded to one of your previous emails.
Send them an email about your course and how it may help them. You don’t have to change anything this time. Always remember to keep it personal.
4th email: Reading your readers’ minds via email
You’ve just finished your first pitch, and it’s a big thing if one of your prospects buys your course. Because most prospects will require a substantial amount of time to make a decision. Consider yourself on the receiving end of your first email. Would you invest your time and money in the course without first considering it? We don’t believe so.
Let’s put ourselves back in the shoes of the writer and draft the fourth email. This is a simple one. You must develop a list of questions that your readers may have following the prior email and then respond to them!
5th email: The final act
This final email serves as a final reminder to your readers. If they haven’t bought your course yet, chances are they are thinking about it. Writing an email that creates a sense of urgency in your prospect is smart advice here. It’s to impress upon them the gravity of the “problem” if it’s ignored any longer.
That completes our five-step email sequence. We truly hope that this blog has motivated you to come up with a killer email marketing approach that is connected with the buyer’s journey of your course.
What about those who didn’t make a purchase?
No matter how persuasive you are, you will not be able to persuade everyone. However, this does not rule out the possibility that your subscriber will purchase your course at a later date when they require it. Make a list of “non-buyers” who haven’t made a purchase since your email marketing campaign launched. Include them in a drip campaign that nudges them every now and then to keep your course at the forefront of their minds. What have you got to lose if they don’t unsubscribe?