If you’ve ever heard some variation of the saying, “The money’s in the list,” you have some notion of how beneficial email marketing is. According to Neil Patel, email marketing still counts as one of the most effective marketing tools around, despite recent murmurings to the contrary.
Patel says that 85% of adult Internet users have email, which partially explains why email marketing beats out other types of promotional tools. For example, email marketing trumps social media marketing by 22% and search engine marketing by 15%.
How Email Marketing Works
Typically, business owners or course creators offer up an incentive to entice their intended customers to sign up for their mailing list. These offers can include a free report, a video, a complementary download, or some other relevant offer.
There are other ways to add subscribers to a business mailing list. Some strategies include offering a course at a significant discount or holding a contest. In the latter case, make sure it’s something your subscribers would want to win. In the case of online course training, it could be a laptop or some other type of technology that makes studying easier.
Any and all of these strategies could be components of the prize or incentive that encourages people to sign up.
In exchange for this incentive, the would-be customer gives the vendor his/her email address. The incentive is the opt-in. By accepting the vendors’ incentive, the customer/s is opting-in to the vendors’ mailing list.
Usually, the customer will receive an email from the vendor fairly quickly. This email is the second part of the opt-in: it’s often called a confirmation. It ensures that no misunderstanding has taken place and that the customer actually wants to be on the vendors’ subscribers list.
The double opt-in is important because it also lets both parties know that the subscriber has agreed to continue to receive emails from the vendor.
Eventually, the vendor will start sending regular emails to his/ her list of subscribers. The content of these emails can vary. Some email campaigns may be strictly for selling the customer something. Some may be informational only.
However, many vendors will use a combination of both types of emails to keep the customer engaged. As a course creator, you may want to send out emails showcasing your course, the transformation that those who enroll will gain, and anything else related to the topic of your training.
Follow Up Emails
One of the real strengths of email market lies in the fact that it lets the marketer use stories to draw the reader in. HubSpot offers an excellent example of how this works. Charity: water, an organization that provides clean water to people who don’t have it, shows donors how their donation is making an impact and how it continues to make an impact over the long haul.
People who donate to charity: water receive emails showing them a timeline of the impact of their donation and offers up a visual aid – a table so that people can see their money’s progress. These emails come to the charity’s subscribers over a system of automated emails. Subscribers know from start to finish how charity: water uses the money that’s donated to them.
Now, imagine that an online course business uses a similar tactic. For example, the course creator could show how a person starts a course, progresses through the course, and then improves his/her life because of the course. To make it more personal, the series of emails could follow a few people as they move through their training and therefore, their transformation.
Fortunately, email marketing offers an excellent return on investment, according to an article from MailChimp. MailChimp mentions a 2015 study, which found that for each dollar spent on email marketing, the sender gets $38.00 back on average.