Email Marketing
Email Courses
Email courses are a series of educational emails delivered over a set period to teach subscribers about a specific topic. Each email acts as a lesson, providing valuable information, resources, and actionable steps. Email courses can help establish authority, build trust, and keep subscribers engaged with your brand.
IMPLEMENTATION
Define Objectives: Determine the goals of your email course (e.g., educate, build trust, promote a product).
Select a Topic: Choose a relevant topic that addresses your audience's needs and interests.
Outline the Course: Break down the topic into a series of lessons. Create an outline with key points and learning objectives for each email.
Create Content: Develop detailed and valuable content for each lesson. Include visuals, links to resources, and actionable steps.
Set Up Email Platform: Use an email marketing platform that supports automated sequences, such as Mailchimp, HubSpot, or ConvertKit.
Design and Schedule Emails: Design the emails and set up the schedule to send them at regular intervals (e.g., daily, weekly).
Promote the Course: Promote the email course on your website, social media, and other channels to attract subscribers.
Engage and Interact: Encourage subscribers to ask questions and provide feedback. Engage with them to foster a sense of community.
Monitor Performance: Track key metrics to assess the success of the course and identify areas for improvement.
Refine and Improve: Continuously update the course based on feedback and performance data.
STRATEGY RATING
SCORE
21
Email courses have moderate costs, expertise, and time requirements. They offer high engagement, interactivity, and longevity, providing continuous value to subscribers.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Requires moderate expertise in content creation and email marketing.
3
Cost
Moderate cost, depending on the email marketing platform and volume of emails sent.
3
Time
Moderate time investment for content creation and setup.
4
Engagement
High engagement, as subscribers actively participate and learn from the course.
4
Longevity
High interactivity, encouraging questions and feedback from subscribers.
4
Interactivity
High interactivity, encouraging questions and feedback from subscribers.
QUESTIONS TO ASK
What are the primary objectives of our email course?
Who is our target audience, and what topics interest them?
How will we structure the course to ensure a logical and engaging flow of information?
What resources and tools will we need to create and deliver the course?
How will we measure the success of the email course?
HOW TO MEASURE
Open Rates: Percentage of recipients who open the emails.
Click-Through Rates (CTR): Percentage of recipients who click on links within the emails.
Completion Rates: Percentage of subscribers who complete the entire course.
Engagement Metrics: Replies, questions, and interactions from subscribers.
Conversion Rates: Percentage of subscribers who take desired actions (e.g., purchase, sign-up) after completing the course.
Unsubscribe Rates: Percentage of recipients who opt out during the course.
EXAMPLE
Company: Hootsuite
Implementation: Hootsuite offers a free email course called "Social Media Strategy." The course is delivered over five days, with each email covering a specific aspect of social media strategy, including goal setting, audience research, content planning, and analytics.
Outcome: The email course successfully educated subscribers about social media strategy, positioning Hootsuite as an authority in the field. It also encouraged subscribers to explore Hootsuite's tools and services, leading to increased product trials and conversions. The valuable and actionable content kept subscribers engaged and motivated to complete the course.
By implementing email courses, Hootsuite effectively nurtured leads, built trust, and demonstrated the effectiveness of this content marketing strategy.