Ebook Selling Online Courses Through Email Marketing

Selling Online Courses
through
email
marketing
LearnWorlds is an e-learning company that is transforming self-paced learning. We
wish to become the best “educational amplifier”, empowering trainers, educators
and content authors to create unique, enjoyable and social learning experiences.
Our cloud-based, white-label, e-learning platform offers to professional trainers,

businesses and organizations an easy, hassle-free way to create their own, per-
sonally branded, online schools and professional training centers, and share or sell
interactive, self-paced premium courses to their learners and employees.
●●●
Contact us ●●●
To learn more about LearnWorlds, please call us at:

+1 (855) 8999555 (USA, toll-free),
+44 (0)11 6464 9900 (UK)
or email us at hello@learnworlds.com
https://www.learnworlds.com/
https://twitter.com/learnworlds
https://www.facebook.com/learnWorldsCo
https://www.youtube.com/user/learnWorlds
Authors
Anthea Papadopoulou Panos Siozos, PhD

Anthea is a Course designer and Con- Panos Siozos is the CEO and
tent Creator for the LearnWorlds team. Co-Founder of LearnWorlds. He holds
She holds years of experience in in- a PhD in Educational Technology and
structional design and teaching. With has worked extensively as a computer
a Master of Education (M.Ed.) focused science educator, software engineer,
in Modern Teaching Methods & ICT (In- IT manager and researcher in many
formation & Communications Technol- EU funded research projects. Before
ogy), she tries to bring more scientific following the startup route, he was
research to the E-Learning industry. working in the European Parliament
as a policy adviser for research and
innovation.
©2019 LearnWorlds. All Rights Reserved.

LearnWorlds eBook Series
Contents
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
chapter 1
Why Email Marketing Matters in Selling Courses . . . . . . . . . . . . . . . . . . . . . . . . . 7

Basics of Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
The State of Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Why should I choose email marketing against other strategies? . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Biggest Benefits of Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
So, what changes with GDPR? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Does the Size of my Email List Matter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Success Factors for Email Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Automating the email process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Top Email Automation Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
How to begin with Email Marketing for my Course? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
chapter 2
Grow your email list in practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Have you used your email contacts? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Have you created capture forms with Lead Magnets? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Have you tried to capture emails from your website? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Social Media Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Have you used Facebook Lead Ads? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
chapter 3
How to use the email list you have created . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Find the best email service provider . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Segment your list . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Drip feed your emails . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Create awesome email content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
chapter 4
Email Metrics: What they show and how to use them . . . . . . . . . . . . . . . . . . 29

Open Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Click Through Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Click-to-open rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Bounce Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Spam score . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Conversion Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Subscriber List Activity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
S e l l i n g O n l i n e Co u r s e s t h r o u g h E m a i l M a r k e t i n g
Unengaged Subscribers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Return on investment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Email Sharing Rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Device Type and Email Client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
How will you use email metrics? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
chapter 5
Increase your conversion rates with email segmentation . . . . . . . . . . 44

Can you guess what the aftereffect is for your campaign? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
So, the question is then, how do we segment our audience? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Segmentation practices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
chapter 6
Launching your online course: First give value, then sell! . . . . . . . . . 50

The educational phase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
The selling phase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
chapter 7
Writing Emails: Best practices for subject lines and email content . . 56
Writing compelling subject lines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Making users want to read through your email: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
How to avoid being a spammer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
chapter 8
Ready to use Course Email Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

Α. The educational phase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
B. The selling phase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Introduction
E-mail marketing has become an essential, integral part of business market-
ing. Effective e-mail marketing is not just about creating and running cam-
paigns. So, in writing this eBook, we wanted to create a comprehensive guide
which not only covers how to create great emails and creative but also de-
scribes a strategic approach to integrating e-mail marketing into your course
launches. Selling online courses through email marketing covers:
Why email marketing matters in selling online courses.
5 practical ways to start and grow an email list.
How to use the email list you have created.
What the most important email metrics are and how to use them.
How to increase your conversion rate with email segmentation.
The phases of a course launch.
Best practices to conducting appealing emails.
To help you improve your e-mail marketing, across the chapters we have high-
lighted key insights that are factors for a successful campaign. Finally, to help
you take advantage of the power of e-mail marketing we also wanted to draw
on a range of examples of emails that are best to send to your audience.
Therefore, at the end of this book you will find 20 (!!!) email templates you can
copy and paste in your campaign 😊
While you study, don’t feel like you have to do everything you read. Invest your
time on the chapters that will generate value for your own business and also
keep a creative mindset on them!
S e l l i n g O n l i n e Co u r s e s t h r o u g h E m a i l M a r k e t i n g 6
chapter
1
Why Email Marketing

Matters in Selling
Courses
LearnWorlds eBook Series /// c h a p t e r 1
Basics of Email Marketing

Several marketing strategies are used by companies to promote their prod-
ucts and services. One of those is email marketing. Email marketing has four
times the Return of Investment (ROI) of any other marketing channel. This
number makes it a must-use channel for marketers and sales professionals.
This is especially true for course creators. Email marketing is a great way to
launch an online course and an automated email sequence can sell a course
for you while you are sleeping.
Getting access to a prospect’s inbox means a direct line of communication to

be used many times at a low cost. Emails allow companies to see results straight
away. It’s true that on a daily basis we receive many emails from which we get
inspired. Some of the topics that are coming in our inbox are, for example:
Company news
Prompts to visit a website
Sales pitches
Offers
New product launches
Personalized emails
All those emails are frequent, and our reaction to them is measurable. Meas-
urability is what makes email marketing so powerful. If you want, you can
quickly see the performance of your email campaigns and improve your ef-
fectiveness. Using email marketing metrics, you can monitor and measure
your internet marketing strategy as a whole.
The State of Email Marketing

Many people are still not convinced they should use email marketing as the
first strategy because they think that people do not check their emails any-
more. Does this perception reflect reality?
Definitely not. Emails are still a vibrant and powerful way to connect with peo-
ple (2.6 billion people are using emails worldwide). They are direct, they are
personalized, and they are transactional - precisely what is missing from the
other social media. And, they are cost-effective.
In a major collaborative research project shared by Smart Insights and Ge-

tResponse along with Holistic Email Marketing and the Content Marketing
Institute, marketers rated the effectiveness of digital media channels in the
year of 2017.
The results of the ratings are shown in the picture below. Email marketing is
chosen as the most effective (35%) among other successful marketing strate-
gies (social media marketing, content marketing etc.).
Visit the research
As social media, mobile apps and other online communication channels get
more popular, email still remains the king of them all. More and more people
in every single corner begin to use email, just because they know emails are
powerful. And businesses still evolve around email.
According to Neil Patel, a New York Times bestselling author and one of the
top 10 marketers with high influence on the web,
Any time a business operates, they need e-mail. And if busi-

nesses use e-mails, you can bet that if you get an email in their
inbox, and they read it, you can generate sales. For that reason,
emails aren’t going away.
Let’s not forget that 66% of people who make online purchases make them
as the result of a marketing message from an email.
E-mails work because people still read emails. But, think about your own inbox.
How many companies do you purposely follow?
How many times did you buy an item or a service as a result of an email?
Why should I choose email marketing

against other strategies?
It is direct. Emails that include the recipient’s name are more likely to be
opened. Also, you can choose who sees what information.
It is convenient. Mobile devices have become so familiar. People are

checking their emails all the time. And people of all ages have the skills to
interact with an email. Email stays in their inbox or smartphone and can be
read at any time.
Email marketing beats website marketing. The problem with web-

sites is that once visitors leave the site, they may never return. If a visitors’
email can be captured on their visit, the e-mail can be used to remind them
about the company.
It’s easy, practical, and inexpensive. You can start email marketing
with low to no costs. However, you might need a premium email marketing
provider later.
Biggest Benefits of Email Marketing

In the State of Email Marketing Survey, marketers responded on the top ben-
efits of email marketing to be:
Generating more leads (24.7%)

Improving Sales (20.4%)
Improving Conversion Rates (18.3%)
Reducing Marketing Costs (14%)
Identifying Better Quality Leads (12.9%)
(Smart Insights and GetResponse along with Holistic Email Marketing project, 2017)
So, what changes with GDPR?

The reason people don’t get into their inbox is that they get emails they don’t
want. When businesses do opt-ins, they are aggressive with their pop-ups, and
they force people into a newsletter, or a daily email or a weekly email. Remem-
ber that people are going to open and read your email only when they want to.
Quick signups to your email list mean lower open rates and more unsubscribed
down the path.
Lately, General Data Protection Regulation has come out (GDPR). With GDPR
users have to actively click in tick boxes, such as, “Yes, I authorize you to send
me weekly emails.” This way, potential customers know what they are getting
into.
And you also increase your open rates (!) because you know that people who
click that tick box really want to read your emails. Conversions may go down,
but that’s ok. You will have emails from people who want to get your content.
Does the Size of my Email List Matter?

Yes, it matters, but it’s not the only factor for your strategy’s success. The fact
that you have many subscribers, doesn’t mean they will open your emails.
More significant is the kind of content that is included in those emails.
You will need to create conversion-focused, personalized email marketing

strategies, which also correlate strongly with a business’ content marketing.
Email and content marketing together will help you build a valuable lifecycle
customer engagement.
It is a well-known fact in the literature (eg., Zhang, Kumar, and Cosguner, 2017)
that successful email marketing does not necessarily depend on the quantity
of emails you possess.
Having an extensive email list or sending messages without context is like

fishing without bait. Successful marketing depends on the quality of the mes-
sages rather than the quantity.
But, your work doesn’t stop there. Creating the right copy for the emails, au-
tomating a welcome email sequence, creating and sending offers within the
year, and so much more can be done to work on your email marketing. While
your school grows, your email list will grow along with it, but you should also
grow and improve your email marketing as well.
Success Factors for Email Campaigns

A growing email list, means you will need to understand email marketing met-
rics. Improving one or more points in your email marketing could mean more
course sales. So, keeping your email’s quality high is important.
What does the quality of emails depend on? In his book “Total email mar-
keting: maximizing your results from integrated e-marketing” Chaffey (2006)
refers to seven principles, from which we present the five most important:
1. Creativity The design of the email (the layout, use of color

and image, and the copy). The form and location
of the calls-to-action are also critical.
2. Relevance Do the offer and creative of the email meet the

needs of recipients?
3. Incentive (or offer) What’s in it for me? What benefit does the recip-
ient gain from clicking on the hyperlink(s) in the
email?
4. Targeting and Is a single message sent to all customers on the

timing list, or to the different segments on our list?
Timing refers to when the e-mail is received – the

time of day, the day of the week, the point in the
month and even the year, does it relate to any
particular event?
5. Integration Are the email campaigns part of your integrated

marketing communications? Are they creative and
copy consistent with my brand? Does the message
reinforce other connections?
Automating the email process

We have explained the importance and benefits of email marketing. Now it
is understandable why it can become a vital part of your marketing strategy.
Having to manage hundreds of emails is a hustle. And this is the reason email
marketing tools are so useful.
For this reason, companies use software specialized in email marketing, which
help organize email data, segment lists, create appealing emails and auto-
mate much of the process.
Automated email messages generate a higher open rate and a higher click-
through rate than standard marketing messages!
So, here are six of those tools that will do wonders for your email marketing:
Top Email Automation Software

MailChimp
MailChimp is a popular option for email marketing, it provides a beautiful and
easy to use interface and is being used by small e-commerce shops to big on-
line retailers. It is free for up to 12,000 emails per month or 2,000 subscribers.
Paid plans start as low as $10/month.
ActiveCampaign
ActiveCampaign combines email marketing automation with CRM and sales.
It is excellent for smarter email marketing campaigns of smaller sizes. It comes
with a template editor for beautiful emails and offers friendly signup forms.
It’s plans begin at $9/month.
Sendloop
Sendloop is an easy to use email marketing service for small businesses. It
offers more than 80 free email templates, simple drag-n-drop email builder,
and many other features.
GetResponse
GetResponse is a more advanced solution to email flow automation and
personalization. It is extremely easy to use and simplifies email marketing for
small businesses and absolute beginners. You can get a 30 day free trial, and
after that, pricing starts from $15/month.
Autopilot
Autopilot allows you to customize your customer’s journey through a visual
interface. It also has a very easy drag and drop editing function for its tem-
plates. As a premium smart tool, it has a 30 days free trial and starts with
$20/month for 1000 email addresses.
Active Campaign
Active Campaign is a very well-designed software for email automation fo-
cused on small businesses. It allows for campaign automation and workflows. It
is also one of the cheapest, yet powerful tools in the list starting with 9$/month.
How to begin with Email Marketing

for my Course?
We have established the importance of email marketing, quality over quantity
and the benefits of automating as well as choosing the right software for your
business.
The first thing you should do is create your email list and send your first email
introducing yourself, your course and what you want to offer. Based on your
reader’s responses (see metrics), you should work to improve your email, stay
in touch with a newsletter and collect more subscribers. The following chap-
ters will help you a lot for all different stages.
chapter
2
Grow your email list in

practice
As a marketer, it’s your job to constantly add new contacts to your email mar-
keting campaigns so you can keep your sales moving up and to the right. You
probably have many emails and a network you can rely on. However, the need
to expand that list is always present.
In this chapter, we are going to show you clever ways to enlarge your email list
and how to use it to communicate effectively with the people behind it. Let’s
begin with ideas you may haven’t tried yet to find new subscribers:
Have you used your email contacts?

Your email inbox is filled with contacts of correspondence. Export all those
emails into a CSV or Excel file and merge them into one file (Here is how to
export the emails from relevant services from Gmail).
Friends, family, and followers are the three groups that you will find in Social
Media and could very easily join your email list and even share it. Just remem-
ber to write a proper post or send a personal message asking them to enter
your email list and share to their social networks.
You can also catch friends’ emails from Linkedin, Twitter, and Facebook if they
share their email publicly. Now you probably have a few hundreds of relevant
contacts.
Use a cold email and invite all those recipients to join your email list. Adding
without permission is a huge mistake (especially with the GDPR monster lurking
in the shadows). So, take the time to follow up with everyone to make sure it’s ok.
Have you created capture forms with

Lead Magnets?
Lead magnets concern any exciting content that offers value to your potential
clients. Your lead magnets should be compelling enough so that people pay
you with their emails. Let’s take a look at a few examples:
Ebooks are the all-time classic

when it comes to lead magnets.
Just about every successful online
entrepreneur has dabbled in eb-
ooks at one time or another. These
are great for providing compre-
hensive information. Ebooks don’t
have to be long to be valuable.
Host a webinar: Webinars are a great way to expand your email list and
can convert a ton of your traffic (and even people who didn’t know about you)
into email subscribers.
Video guides are a great way to at-

tract your audience especially if you
are teaching a skill. Such videos usually
take the form of free consultation. You
can add a lead capture either inside or
outside the video.
Add Content Upgrades: A content

upgrade is additional value related to
a blog post they read. You can add the content upgrade at the bottom of the
blog post. Read “28 Ideas for Content Upgrades To Grow Your Email List”. or
“The secrets behind 10X -ing your conversion rate”.
Create a Quiz or Survey: Create a fun quiz regarding your industry. A

survey is a great way to receive feedback and get direct involvement. Then
you may follow up the quiz with a lead magnet.
Create a worksheet that simplifies a process: For example, create

a worksheet in a pdf or excel form that helps people follow certain steps in
order to achieve something. People who download this worksheet can use it
as a guide as well as a template where they can add their own notes. Alterna-
tively, provide a list of useful tools your readers might be interested in.
Course Introduction Pre-

view: If you’ve already created
your online course, consider of-
fering your first lesson as a lead
magnet. This offer has several ad-
vantages: It gives your audience a
taste of what your teaching style is
like. Besides, you’ve already done
the work. Providing the first mod-
ule from your course creates an obvious segway to market the rest of your
course to them.
Courses have a high perceived value, so people are usually willing to part with
their email addresses to be part of them. Post the first day or lesson on your
blog or podcast, and then have people sign up for the rest of the course if they
want the material.
Α free online course. Providing a

complete online course for free is the
ultimate lead magnet. You can create a
mini course to show your potential cus-
tomers the quality of your next courses
and also capture more leads.
It can be as simple as a 10 minutes les-

son that explains a particular concept
or teaches a skill (e.g., “learn to do this one thing today to become a better
entrepreneur/programmer/father/football player”).
Make sure by offering those products that you ask people if they want
a subscription. Anyway, they are likely to consent if they see you bring
more value to them. So, continue with providing excellent content.
Have you tried to capture emails

from your website?
Your website is the center of your activities, where visitors come to get more
information. It is the one place you have most control. If someone reached
your website, it’s a strong indication that they might be interested in what you
are offering, so you should be trying to get them into your email list.
How to do that?
1) Welcome Mat:
Create a landing page and insert a static “Welcome mat” landing page. Wel-
come mats are usually scrollable: Once the visitors see this page, they can just
scroll past it and see your typical landing page.
2) Create a Popup
You can use a timed Popup or make it appear once the user is going to leave
the page.
Sumo analyzes eight elements in pop-ups that bring higher conversion rates:
Pop-ups with more context have higher conversion rates

The highest-converting pop-ups don’t appear immediately
Being unclear with your headline and offer will sink your conversion
rates
Personality creates interest
The best pop-ups offer something of value
Pop-ups shouldn’t appear immediately after a visitor closes out

Calls to action need to match the offer
Exit pop-ups need an overwhelmingly valuable offer
Read more about effective pop-ups in this article.
3) Set a Pre-launch lead capture

Another marketing technique we often recommend is pre launching your
school, before even you have it ready. You can also add a launch date to your
course, and offer a discount (eg., 20% or more) for those who subscribe in your
newsletter through this lead capture.
Social Media Lead Generation

If you have an active and engaged social media followership, then, why not
getting them onboarding your email list? Here are eight ways you may not
have thought before about using Social Media to catch new subscribers:
Including a call to action (CTA) in your social media bios (e.g., “see my
blog”).
Including an image of your opt-in offer and your URL in your Facebook’s
cover image.
Setting your Facebook page’s call to action button.
Source: “How to Build an Email List: 85 List Building Strategies (A Sumo-Sized Guide)”
Posting CTAs on Facebook, Pinterest, LinkedIn, Twitter and Instagram

groups and in Google+ communities.
Adding a link to your landing page in your LinkedIn profile.
Creating CTAs within your videos: Add a callout link over the top the vid-
eo or include links in the description of every video
Pinning a CTA to your board on Pinterest
Finding your highest-converting blog posts to convert visitors into sub-
scribers. Link those posts to other related articles on social media, em-
phasizing their value.
Creating Twitter Lead Cards: Twitter has special features for lead genera-
tion. It’s called Lead Cards. Twitter Lead Cards allow you to collect user’s
email in exchange for an offer. Read how to create those here.
Creating Instagram lead ads. Read how to create those here.
Have you used Facebook Lead Ads?

Facebook Lead Ads were created to make forms easier to fill out and increase
conversions. With only two clicks the user gets subscribed to your email list.
Create
and sell
online
courses
Try
LearnWorlds
now
A user clicks on a Lead Ad, and a form opens up to gather the user’s contact
information. CTA buttons come with the options of “Sign Up,” “Subscribe,”
“Learn More,” “Get Quote,” “Download,” “Apply Now”.
Facebook automatically fills out the fields on the form with information from
the user’s profile (name, e-mail address and phone number). A great way to
capture more leads. Read more about Facebook Lead Ads here.
Source: Capture More Emails with these Facebook Lead Ads Examples
Many many great ideas which are simple to deploy. Don’t lose time, start de-
veloping your email list today!
chapter
3
How to use the email

list you have created
An email list is your tool to nurture leads into paying customers. It is a direct
way of communicating with people interested to what you have to offer.
Firstly, you should strive to give value to your subscribers, as to get them in-
terested and interacting. Then, slowly push them towards your sales funnel by
giving them incentives and suggestions for your products or services.
But, let’s not get too far, too fast. Here is what you will need:
Find the best email service provider

Using your email account, you have no real way to grow your list. Signing on
with a good email service provider (ESP) to help you manage and expand
your list is incredibly important.
We (LearnWorlds) do suggest using MailChimp for this purpose and also have

a built-in integration with it. Hence, you can easily create your email list and
effectively communicate with your students. Students’ emails are sent auto-
matically to your MailChimp account so that your lists are always informed.
At any time, you can synchronize MailChimp with all the latest data from
Learnworlds: Each of your leads is tagged with the courses they have bought,
so that you can segment your list and send personalized messages like special
offers and announcements.
We find that Mailchimp combines lots of advantages that good ESPs have.
It is effortless to use.
They have a powerful A/B Testing feature.
The autoresponder sequences are easy to implement.
It comes with powerful e-commerce features.
It’s extremely easy to make triggered emails.
It is free for your first 2000 users in your email list and also for this
package it allows you to send 12000 per month, a number which is
more than enough for your first launching steps.
Segment your list

Dividing your subscribers into groups is essential so you can send more personal-
ized content. Those groups can range from where they opted to their buy intent.
Drip feed your emails

Your email service provider will help you drip feed your emails. Drip cam-
paigns are also called “automated email campaigns”, “lifecycle emails”, “auto-
responders”, and “marketing automation”.
Drip sequences build a stronger rapport with your receivers. By putting

subscribers into different funnels, you can:
Run campaigns for rewarding your best customers
Educate prospects
Welcome new customers
Promote specific pieces of content
You can learn more about how to drip feed your campaign here.
Create awesome email content

Effective email campaigns depend on three factors according to SendGrid
Sending to the right person

Sending at the right time
Sending with the right frequency
However, despite the fact that you may have managed well those three fac-
tors, lots of email newsletters may flop. This happens because some emails
may be an uninteresting mush of content. The result is that people automati-
cally ignore, delete, or straight up unsubscribe from.
What’s the key to avoid creating ineffective emails? That’s right! GREAT CON-
TENT.
Creating great content is crucial, if you want your recipients to be willing to

open and read your emails.
What can you offer your audience to get them excited about learning more from
you?
The secret to creating the most appealing content for your subscribers is by
treating your numbers like actual human beings. You may think that 200-300
people on your email list are a small number. But, it can be frightening to think
about having this number of people in a single room to hear you speak, right?
Let’s look at some examples of quality content you can include in your emails
to increase the open rates.
Such email messages yield 67.9% higher open rate and

Free webinars 241.3% higher click rates than standard email messages
(Source: Epsilon).
61% of readers will read a review or testimonial online

Testimonials before purchasing (eConsultancy reports). Get them in
front of your audience.
Videos are a great method of communicating or explain-

Videos ing. Videos are much livelier than text, build a strong rap-
port. Due to their appealing nature videos have brought
marketers positive results to their ROI.
Such emails encourage readers to enjoy reading them

Social and fun
even if they aren’t planning to buy anything at that mo-
content
ment. See for example Chubbies company.
By mentioning a current topic you can bring in a new au-

Telling news dience and make your current users joyful (You can learn
how to incorporate news into your marketing strategy
here).
Readers spend more time looking through images than

Nice illustration reading text when they are relevant (Eye-tracking stud-
ies).
According to WordStream, merely using one call-to-

No-risk CTAs action (CTA) in an email increases clicks by 371% and
sales by 1617%.
By offering no risk, free trials you can convince peo-

ple that they need your product and must pay for it.
The user should realize they need your tool to function
properly because, with your tool, they will be quicker,
more efficient, more productive, and have an impres-
sive final product.
Gradually including the above types of content (free webinars, no-risk CTAs,
testimonials, videos, social and fun content, telling news, excellent illustration)
will increase your open rates from your new subscribers and make your re-
cipients want to hear more from you. The more someone clicks to read your
messages, the more likely it is that they convert into customers.
Keep in mind that to receive value, you have to create value first. Give your
subscribers something they care about, and make it relevant to your product
offering.
Having this kind of treatment will build trust with your potential customers
and make them see you as a remarkable friend they will want to reward with
their purchases. More about effective email contents will be discussed in the
following chapters.
Source
chapter
4
Email Metrics:
What they show and
how to use them
A successful email campaign requires that you keep up with your goals. In
the middle or end of your first email launch, pause for a few minutes and ask
yourself what the goals you had set about your email marketing were. Did
you intend to grow your subscriber database? Did you want to convert more
existing leads into customers?
Whatever your goals were, the next thing you need to do is figure out which
metrics you’ll need to track through your Email Service Provider in order to
determine how you’re progressing toward that goal.
Email metrics give you the unique opportunity to base your actions on real
data. You have real numbers to show what really worked and what didn’t. In
particular, you can see your audience’s level of interest in everything you’re
offering. Hence, observing these metrics will provide you with a rounded over-
view of your email marketing effectiveness.
In this chapter we are going cover the most important email marketing met-
rics you’ll want to add to your email analytics tool belt.
The basic key metrics fall into two categories:

On-mail KPIs: Which refer to the user’s interaction with the message
itself.
Off-mail KPIs: Which refer to everything that originates in the email to
then go elsewhere, for example to an e-commerce site, website or blog.
So, here are the metrics:
Open Rate
What it is
The number of emails opened compared to the total amount of emails deliv-
ered. How to Calculate It:
(Total open clicks ÷ Number of delivered emails) * 100
What it reveals
The open rate reveals how engaged and interested people are with your
brand. The subject line and the preheader are elements that affect opening
rates most. You can get the most value out of open rate as a metric if you use
it as a comparative metric in A/B tests.
Also, look back over the emails you’ve sent in the last 3 months. Consider
which had the highest open rates and if there is any commonality between
those emails. Copy these commonalities to do more of them.
What is a successful open rate?

Generally, an open rate of 20-to-30 percent or more is good. According to
Mailchimp the most opened emails are related to hobbies, with an open rate
of 27.35%, emails sent by government entities come in second, with a 26.52%
open rate. With a 26.03% open rate, emails about the arts and artists come in
third. And the average open rate for all industries is 20.81%.
In a research on email statistics from year 2018 about the email engagement
rates for small to medium businesses, GetResponse Email marketing bench-
marks present the following averages to show the difference of open rates by
email type:
Source
Triggered, and welcome emails have higher open and click rates since they
are more relevant to an action that a subscriber has taken.
Click Through Rate

What it is
Click through rate is the result of dividing the number of clicks on the links
contained (ex. on CTAs) in an email message, by the number of emails deliv-
ered. Click Through rate is likely the first answer you’ll get when you ask an
email marketer what metrics they track. How to calculate it:
(Total clicks OR unique clicks ÷ Number of delivered emails) * 100
What it reveals
Most email marketers are still bent over backward by trying to optimize their
subject lines for higher open rates. While this can have a positive impact, and
more opens are a great thing, they really should be focused on optimizing
their clickthrough rates, instead.
Click through rates provide email marketers with a detailed understanding of

how many subscribers are engaging with the content, and the type of content
they’re interested in consuming. This metric indicates the effectiveness of your

email content and is very useful in A/B tests.
Read: “A practical guide to email marketing metrics”
Read: “Email Click Through Rate: What It Is and How to Improve It”
Click-to-open Rate
What it is
Τhe click to open rate compares the number of click-throughs in the opened
emails. It is the most accurate metric for measuring the level of interaction
that messages can trigger. How to calculate it:
(Total clicks or unique clicks ÷ Number of opened emails) * 100
What it reveals
As with all other email metrics, this depends on how excellent your content
is. How is click-to-open rate different from the click-through rate? The last
takes into account all of the inbox actions. By contrast, the click to open rate
only includes the actions of those who have opened the email. Thus, it isn’t
skewed by reactions to timing, subject lines, “from” fields, etc. In short, it only
measures the performance of the content of the email (source).
What is a successful click-to-open rate

A good click to open rate will vary between 20-30%. Look at the click to
open rate numbers for each of your email campaigns and look at your own
average. Better yet, if you send different email types, track the click to open
rate for each type, like your newsletter, welcome email, etc., to find out how
effective your content marketing is and where you can make improvements.
Bounce Rate
What it is
In email marketing one of the most frustrating aspects can be bounced emails.
A bounce means your reader didn’t get the information they wanted to get, and
you wanted them to see. Did you know there are two categories of bounces?
Hard Bounces: Messages that are permanently rejected due to an inva-

lid email address or because the recipient’s server has blocked your server.
You should remove any hard bounce email addresses from your subscriber
lists immediately because otherwise, you run the risk that your email trig
gers spam filters.
Soft Bounces: Messages that are temporarily rejected because the recipi-
ent’s inbox is full, the server isn’t working, or the email exceeds the size
limit set by the recipient or Email Service Provider.
How to calculate it:
(Number of non-delivered emails ÷ Number of sent emails) * 100
Another related (inversed) metric is the deliverability rate, which is calculated

by dividing the number of sent emails by the number of bounced emails. It is
important to know that, if there’s a sudden or unexpected drop in open rates
at a particular domain, this might be an indication of a deliverability problem
to look into.
A very bad deliverability rate would be 80 percent. On the contrary, a very

optimal deliverability rate is over 95 percent. Promptly remove bounced email
addresses from your database to avoid the bad impact on your deliverability.
Read: “The 6 must-have metrics to bring your email marketing program to the next level”
Spam score
What it is:
In some cases, your email might end in the spam folder (read chapter 7). It is
advisable to avoid creating spam emails because a repetition of those may
put you in a blacklist.
How to calculate it:
(Number of spam emails ÷ Number of sent emails) * 100
Metric indicates the percentage of emails that could not be delivered to subscribers
and were sent back to the Email Service Provider. Within this metric we encounter:
How to avoid creating spam emails

Check the spam score of your messages. Anti-spam software, analyze an
email in its entirety and give each item they perceive as a spam risk some
points. There are many hardware spam filters organizations such as Barracu-
da, SPAMASSASSIN, OUTLOOK
Some platforms also automatically run a spam check before sending an email
and highlight the main critical factors. You can then correct them before you
send finally the message.
Conversion Rate
What it is
The conversion rate, similar to the click-through rate, is the metric that meas-
ures how compelling your message is. It measures the number of clicks in the
included CTA’s in your emails. How to calculate it:
(Total clicks or unique clicks ÷ Number of delivered emails) * 100
How does conversion rate differ from the click-through rate?

The difference between those two metrics is that conversion rate concerns
your direct intentions to convert more of your current leads into customers.
Therefore, this metric is correlated to emails that provide content more close-
ly related to your business and your product with calls-to-action like “Get the
course,” “Start a trial” etc.
What it reveals
The conversion rate of your email marketing will depend on the demograph-
ics and the type of audience you are targeting. So, it can vary by campaign,
by the target audience, and by the kind of call to action you use.
By observing the conversion rate, you can measure your marketing effective-
ness by the conversion rate and re-use successful campaigns. MailChimp has
a clever way to calculate this. It tells you exactly how many orders you have
generated from an email campaign.
Engagement
What it is
Engagement comes with two variables
Engagement based on time and day
Time spent engaging with email content
Experimenting with email scheduling, at different times and days, can provide
you with comparative data that lets you know when subscribers are more
and less likely to engage with your emails. In reality, there is no magic time
or golden hour, it varies based some factors, from industry to geography to
customer persona.
How much time subscribers are engaged with email content is equally im-
portant. The longer a subscriber spends reading your email, the better. The
critical problem with engagement measures, such as open rate and click rate,
is that they measure the performance of a single campaign. But, customers
don’t see a single campaign but a series of communication, they interact with
the campaigns and brand over time. However, if each campaign is only ever
considered in isolation, then this is not a problem.
What it reveals
Observing the email engagement can help you design your future content
and hence, more effective email marketing campaigns. This kind of insight

will allow you to tailor the content of your emails to guarantee maximum en-
gagement.
Screenshot from Mailchimp’s Metrics
Subscriber List Activity

What it is
Email service providers give you the ability to track both the growth and de-
cline of your subscriber lists. Knowing how many users unsubscribe, is essen-
tial as well as knowing if and how your list is growing.
A healthy unsubscribe rate should stay less than 2%. If you see many people
unsubscribe re-evaluate your sending frequency or your messages’ content.
Also, run several tests to identify whatever may be the cause.
Example
This is an example of subscriber list activity in Mailchimp. The chart shows
trends in subscriber growth. Above the chart, the user can choose a timeframe
from the drop-down menu to compare the audience’s growth over a period of
7 days, 30 days, or 1 year.
Graphics show the increase or decrease of a list’s total subscriber count, com-

pared to the previous timeframe. Existing subscribers shows subscribers who
were already saved in a list.
Hence, you can see the number of subscribed, unsubscribed, and cleaned ad-
dresses since the last campaign. The user can click on any number for any of
these stats to see which email addresses fall into each category.
Read: “The 6 must-have metrics to bring your email marketing program to the next level”
Create and sell
online courses
Try
LearnWorlds
now
Unengaged Subscribers
What are unengaged subscribers
Email service providers use filters that “score” your email. For example, if you
have a lot of unopened emails, the scoring algorithm drops as well as your
reputation. Your emails might go to the “Promotions” tab or relegated to the
items deemed unimportant. As a result, fewer people see them. Just having a
huge email list isn’t enough. Having many unengaged subscribers could also
hurt you in the long run.
What should I do?

It is important to keep an eye on your unengaged subscribers and consider
removing them from your list altogether or putting them in a different email
segment. Deleting unengaged subscribers before they can do a purge on their
own can reduce the chance that you will be marked as spam.
Cleaning your list allows you to focus more on engaged email subscribers who
are more likely to click on your campaigns and follow through and convert.
Target those who are most likely to benefit from what you offer and have a
better overall experience and return for your email marketing dollar.
Return on investment
What is Return on Investment (ROI)
Return on investment, or ROI, is a mathematical formula that investors can
use to evaluate their investments and judge how well a particular investment
has performed compared to others. In email marketing, return on investment
monitors how much emails earn you in comparison with the costs incurred to
implement them.
What it reveals
This metric should be calculated in all the cases, so you can compare the
results and have an idea which campaigns worked better, and which ones
need improvement. To make the most of your email marketing campaigns,
you need to compare your email marketing campaigns regularly. Monitoring
email ROI will help you determine overall success and help you continuously
improve campaign performance.
Read:”The 6 must-have metrics to bring your email marketing program to the next level”
Email Sharing Rate

What it is
It is the metric that measures how many of your sent emails are being for-
warded or shared with other people. How to calculate it:
(Total shares ÷ Number of delivered emails) * 100
What it reveals
Email sharing rate is arguably one of the most important metrics you should
be tracking. Knowing to which extend your subscribers are sharing your emails
lets you know the extent to which subscribers were entertained or engaged
and enjoyed by your email content. Tracking forwards also helps you grow
your subscriber list with contacts who are predisposed to receiving and read-
ing your emails.
Offering at least three social options leads to 55% higher click-through rates. But
only about half of email marketers are adding social elements to their emails.
Encourage your readers to share your email if they found the content useful.
Discover which types content tend to get shared the most. This is valuable
information when you plan email campaigns in the future.
Device Type and Email Client

A fundamental principle of email campaign design is to test how that email
displays on both mobile devices and different email clients, both from a cre-
ative and content perspective.
The email open by device metrics dashboard shows information about the
devices or mail clients that are being used to open your emails. Information in
this dashboard is derived from the user agent string.
Find the picture here
How will you use email metrics?

To make sure your emails are performing, it’s time to start tracking your num-
bers. Take some time this week to get familiar with the terms described here
and then get familiar with your marketing platform.
But again, it’s crucial that you set up specific goals concerning your email
marketing before you begin (or continue) to send and measure your emails. It
might take a little time to see a trend in your statistics, but if you keep up with
it, you’ll soon find where pieces are or aren’t working. And once you recognize
those areas, you can test, execute, and improve from there!
The bottom line? Be smart about which metrics you’re tracking, and make sure
you’re able to effectively measure your email performance, and your progress
toward your overarching goals. As long as you’re ready to determine each of
those, you’re on the right track for more effective email marketing.
Instead of fixating on what others in your industry are doing, consider build-
ing an internal culture of testing and iteration where you’re always striving
to best the results you see today. Having a keen understanding of what every
metric means can help inform the way you analyze and track the effective-
ness of your testing strategies.
chapter
5
Increase your
conversion rates with
email segmentation
Brands now are personalizing their emails and make their marketing emails
more relevant to consumers’ needs. Those who apply email marketing are be-
ginning to realize that meeting customers at the point of their need is essential.
The big lesson of segmentation is that we can’t treat all of our leads the same.
Our messages should respond to subscriber behaviors and thereby make each
email relevant to them.
Each subdivision of people is a different bucket that you should pay particular
attention to and offer content for (This allegory is met in a book which we are
going to refer to later).
Can you guess what the aftereffect is

for your campaign?
Exactly! Personal emails increase the likelihood that the recipient will open
the email. Hence, you will see increased email open rates.
According to Emarketer, “39% of email marketers who segment their email

lists see better open rates”. As you segment your lists and campaigns, you’ll
reduce the unsubscribe rate by 28% and minimize spam complaints by 15%
(according to eZanga).
Some more numbers here:

MailChimp researched of 2,000 users who sent about 11,000 segmented cam-
paigns to almost 9 million recipients. The study indicated specific results ac-
cording to different segmentation criteria. It’s worth reading the research.
The global results are shown in the table below:
How much higher than non-segmented campaigns
Open rates 14,31%
Unique opens 10,64%
Click-throughs 100,95%
Bounces 4,65%
Abuse Reports 3,90%
Unsubscribers 9,37%
We found the following email list segmentation results in Niel Patel’s article.
These results make sense given that, some messages would be meaningless
to a particular part of your audience. Targeting each sort of bucket with a
distinct message increases people’s action.
So, the question is then, how do we

segment our audience?
The first key to segmentation is to keep it simple. Again, the same allegory:
The simplest way is to divide your audience into two different buckets. People
who are yet to be customers and people who are customers. And that’s be-
cause if you have a customer who is a buyer, you wouldn’t want to send them
a message to buy.
By the way, the allegory with the buckets and the idea of how to first divide
the audience is taken from the book “Ask” by Ryan Levesque.
Source
Of course, you can expand this idea a little further to create three different
buckets (warm leads, hot leads, customers). Each of them will receive a differ-
ent set of emails either broadcasts or automated messages.
How can I create more buckets?

You can find that out by asking this simple question in your first email.
What’s the #1 most significant challenge you have related to……..?
For example, if your product is a Self-love course, your question may be “What
is the #1 biggest challenge you have related to maintaining anxiety low?”.
Through this email, you are going to take all those different answers, and you
will be able to make an optimal division of people according to their needs.
Then, you can send them personalized content to their comfort, and provide
the value we described previously.
With personalization, you build subscriber’s loyalty because you increase the
value you provide out there. And loyalty abets conversions. Other segmenta-
tion criteria you can follow:
Geographic area
Educational level
Job function
Purchase interests
Buying frequency
Content topic
Content format
Personas
Satisfaction Indexes
Customers who refer
Event attendance
Product usage
Customer support tickets
At-risk customers (there are several signs to help you identify that they’re in
danger of churning).
Segmentation practices
Set up goals: Goals are critical in email segmentation. Set realistic goals
for your email campaigns and turn your plan into specific actions. Be as ac-
curate as possible. For example, do you want to improve open rates or click
rates to a particular audience?
Pay attention to your email provider’s rules. Before you segment

an email list, you’ll need to understand how your own provider handles the
email segmentation process. Follow their usage policy to make your settings
and enable a double opt-in feature.
Measure and keep track of the results. When you set a goal for your
email campaigns and segments, measure your progress over time.
A/B test your email subject lines: Different subject lines help person-
alization in the several segments. Experimenting with subject lines is crucial.
The primary reason for split testing email subject lines is to find out which
converts best for you.
If you’re experiencing more subscriber drop-off than you would like, you can
analyze the above factors as well as making sure that:
Your subscriber lists are segmented properly to ensure that you’re target-
ing users with the most relevant email content possible.
Your subscriber data is cleansed regularly to ensure old or inaccurate
email.
Re-engagement campaigns are carried out for unqualified leads who are
more likely to opt-out.
When it comes to an email campaign, it is a mistake to treat everyone the

same, everybody to be in the same bucket. Email marketing segmentation
helps you to discover untapped potential in your mailing list and take advan-
tage of it.
When you find out the power of segmentation, you will see your open rate ex-
pand. As you continue to build relationships with your subscribers by tailoring
content to your different list segments, you’ll encourage subscribers to remain
loyal to your brand. In order for your email marketing campaign to be success.
chapter
6
Launching your online

course: First give value,
then sell!
In order for your email marketing campaign to be successful you should be

aware of all the benefits you will bring them if they buy. You then, need a spe-
cific strategy to drip your campaign.
Some of the questions you may have:
What should I send to my subscribers? When should I send it to them and how
do all those pieces fit together to optimize sales?
This chapter is exactly what you were looking for if you want to find those
answers.
Here, we are going to show you a proven framework that is used from Learn-
world’s teachers to run a successful course launch. After you create your own
framework of specific emails, automate and release them to certain subscrib-
ers depending on their status.
So, let’s dive into this framework. In Learnworlds we believe that there are
specific phases for a successful campaign. We would say that there are two
phases in launching a course.
In the beginning you have to build rapport and educate your subscribers
and then you must try to sell.
The educational phase

The welcome email
Every campaign begins with the welcome email. With this email, you try to
get familiar with your subscribers. You can thank them for joining and also ask
them about possible questions they may have.
In the welcome email, which you can send immediately after the subscription,
you should definitely mention:
Who you are

What your company does and its logo
The common ground you share with your audience and your competi-
tive advantage
Where they signed up for your email
When you’ll be sending another email
However, the welcome email doesn’t have to be long to be valuable. This is

how welcome email looks like in Learnworlds’ Academy.
After sending your welcome email, there is a series of emails you can start
sending to strengthen rapport and build trust.
In the educational phase you create an understanding of your product. Also,

you must give value through high-quality content. By using educational con-
tent, you frame yourself as an authority.
Your subscribers have to see how you will change their business, life, rela-
tionships, or whatever your subject is all about.
What kind of content is educational?
1. You can show case studies of people and how they solve a problem.
2. You can share blog posts you have written in the past and other free con-
tent that adds educational value (ebooks, podcasts). Don’t be afraid to
send similar pieces of content. Your subscribers won’t get tired of seeing
similar things again and again in their inbox if they are worthy of attention.
3. Webinars are powerful also when it comes to sales (there are special arti-
cles online concerning webinar emails).
4. Video tutorials are special and build stronger rapport, especially if you are
the presenter.
5. Group or personal meetings make subscribers feel special.
The best frequency of these emails in this phase is sending almost day by day.
A total duration of two weeks is enough for this phase.
The selling phase

After you have sent a good amount of valuable content out there and have
warmed up with your recipients it is time to promote your course. In this phase
you can move a little more aggressively into sales. Your course should appear as
the solution to a problem/need most people already have or is created by you.
To understand this phase, we will show you how most of the instructors sell.
When the educational phase gets completed you can send every day each
of the email types below:
Email n1: This email can definitely be linked to a previous re-

Announce the lated blogpost or webinar. This way you increase the
course likelihood your readers are in the mindset of buying.
So, link your course with previous content, explain

how it is related with their problem. Announce that
you will open a course and what your course will be
about. Generate some excitement to your receivers.
Explain the various modules and of your course and
tell them when it will become available. Emphasize
on the final benefits of your course.
Email n2: Send an email to communicate that your course is

Open the course open. Include in your email two to three CTAs that
will link them to your sales page.
Include statistics from valued publications and tes-

timonials. Continue emphasizing the value created
by your course and the effort you have invested to
create it.
Email n3: After the first launching emails you have to try to
Give bonuses achieve more sales by offering bonus gifts if they buy
your course. This bonus gift has to be something very
valuable. You’re going to offer an additional incen-
tive to get people to buy now.
Email n4: Some of your recipients may express apathy against

Retention Email to your emails. Most of your them don’t have time, or
simply don’t care enough about your course.
Even the best courses have subscribers who forgot

why they signed up in the first place.
That’s where retention emails come in. These are

emails designed to get customers more engaged.
Retention emails are a great way to show them what
recipients are missing, whether they are totally inac-
tive or just not taking full advantage of your offers.
Email n5: Thank everyone for reading your emails and being
Send a thank-you part of your launch. Include testimonials where peo-
email ple rave about your course. Build social proof that
people have bought and are happy.
At this point, you’ve been selling hard for 5 days, so

it’s time to be a little grateful and say thanks to your
people. And hopefully your launch has gone well -
the money has come in and you have a lot to be
thankful for! This way, you may even bring in a few
additional sales here.
Email n6: One of the bestselling strategies that brings many

Announce cart conversions is claiming that your course will be clos-
closes ing, in one day for example. This way you are building
a logical argument that makes sense to buy now. Tell
them it’s their last chance and send them till three
emails at that specific day at different times. Outline
that this is their last chance.
So, this is how your email campaign gets completed! In the end of this guide
you will also find readymade template that you can use for each of your in-
tents. Adapt all those techniques to your copy and personal style. And don’t
forget after the purchase to continue the educational phase to keep your
connection and communication with your audience!
chapter
7
Writing Emails: Best

practices for subject
lines and email content
In this chapter we will go through different examples that reveal techniques

you can use in your course launch in order to increase open rates and click
throughs. Given that most of sent emails end in our trash it helps just to im-
agine, what kind of emails make us click to open and read through them.
Writing compelling subject lines

The subject line keeps the gates of your email. Many times, it determines
whether a receiver is going to open it or not.
So, how do you imagine the subject line of a great email?
Klaviyo, a company that helps brands drive more sales, dove into their data
to see what works best when it comes to creating subject lines. The research
indicated higher open rates when subject lines when:
They are sent to a targeted segment of an email list (see chapter 5).
They are short and sweet. Among the 10 best-performing campaigns,
the average subject line was 33 characters - a decrease of more than
20% from the average.
They have exclamation points like “Don’t Miss Out On This Major Deal!”
“It’s finally here!”
They have emojis.
They don’t include certain words. According to email studies from
Mailchimp words that trigger spam filters are words like: “Free”, “help”,
“percent off” “reminder”.
All-in-one platform
for online courses
Try
LearnWorlds
now
According to HubSpot a good subject line should have seven attributes. It

should be:
Here are some examples of subject lines we have found. You can start using
those until you find the ones that best suit you.
“Have you tried to...?”
“Might be off-base here, but ...”
“If you’re struggling with...you’re not alone.”
“Can I make your life 20% easier?”
“Will I see you at [event]?”
“You are wrong [recipient’s name…]”
“How...made me...”
“Are you…?”
“How Ι…”
“What if you were…”
“Secrets of…”
“Warning…”
“Give me one minute and I’ll show you…”
Can you see what’s common in those lines? They speak directly to the people
behind the emails in a familiar, personalized way. They also trigger curiosity
and increase the likelihood they will open them.
Making users want to read through

your email:
Apart from an appealing subject line, the main content of the email is equally
crucial.
Suppose you have managed that your email gets opened. The next big chal-
lenge is that people will continue to read your message.
First, think of what would make you want to read an entire email and practice
upon it. Go also online and search for good email examples. For your conven-
ience we have gathered some of the best examples here:
First let’s see a LearnWorlds’ offer.
This is a typical email giving an offer but watch the details: The sender is using
his first name using a picture of himself. This will immediately separate your
email from most of the others in your recipients’ inbox. Watch how he uses
the recipient’s name in the greeting and also the emoji in the subject line. He
builds a stronger rapport, doesn’t he?
So, we come to our first practice:
Practice #1: Use your first name, include a picture of yours

and mention the recipient’s name.
Our next example is a welcoming email from Hubspot:
See how the conductor provides great support by offering to meet with anyone
who asks. He found a huge way to be remembered and show off his competi-
tive advantage.
By prompting recipients to respond to your emails, it’s more likely that future
emails will end up in their “Primary” inbox. Also, if you respond to their emails
one on one, they’ll realize that there’s a real person behind the computer
screen. So, this is practice # 2.
Practice # 2: Make people feel special (Offer to meet them).
A good psychology technique for your emails is: Illustrating a painful situation
first (eg., a problem recipient may have) (before) and then, show them what it
would feel like to solve that problem (after).
You can then in front of them provide the solution through your course/prod-
uct and increase the likelihood of getting a response (Bridge).
Source: Yesware
Practice # 3: Expose a problem. Then, provide the solution.
Our next example is an email from Neil Patel’s about SEO Strategy.
Watch how Neil is unfolding a story of his own experience which is also rele-
vant to his recipients’ needs. He is talking about how he heard about a SEO
strategy, which is nothing new. However, he boosts interest by saying that this
strategy is also life-changing.
Wouldn’t you be tempted to click through?
Practice # 4: Tell a personal story, be empathetic,

and then provide content.
Another example instructors should have in mind is those of Katie and Gay
Hendricks. This awesome couple gives away a vast amount of free content
concerning psychology issues. They use subject lines like: “A Word of Warning
for...”, “The surprising reason you…”, “3 Harmful beliefs you…”.
Here, you can see only a part of the entire email.
This couple have found a very effective way to launch their book: They educat-
ed their recipients. Through a series of such emails a subscriber gets a clearer
picture of these issues and gets in the mindset of wanting to learn more.
Think of how you could offer great content that could make your students
even more enthusiastic about taking a course.
Practice # 5: Offer a vast amount of free, valuable content.
Another characteristic of the above emails is that they are brief. If you are
sending emails with hundreds of words, you’re making it much more difficult
for recipients to decide whether they want to click through. Of course, if you
want to provide free content that educates, this is another story.
So, here is how you can keep your email brief. Simply ask yourself: “What’s the
point I’m trying to make with my email?” Keeping your message on-point is
the key to writing brief email copy.
Practice # 6: Keep the text brief and to the point.
Apart from keeping your text brief a crucial factor of your email success is
the design of your email format. There are plenty of advices you can find out
there concerning the combination of fonts, the texture, the combination of
images and text, the optimal size of images, the spacing etc. Here, we provide
the best of this advice based on our preferences:
Convey humor or sincerity through your illustrations.

Use your own assets speaking of branding. Use all those pieces and
parts that make up your website and use them in your emails: Your
logo, your colors, fonts, images, patterns, lines, icons, light or dark
backgrounds, textures. This way, you make it recognizable.
Remember the goal of the email: Is it to get people to click? Give this
prompt.
Don’t include too many CTAs, including 2 divide traffic and any more
decreased clicks.
Keep consistent the typographic. Try to stick to no more than 2 fonts or
3 styles of a single font (bold, italic, regular, etc) per email.
Make sure visuals look good on mobile.
Be careful not to go from having no space around things to pushing
everything very far apart. You could affect your click rates if things are
so far apart that people can’t see that there’s more content below.
Use beautifully captured images but not too many. Keep it simple.
Here are some of the emails we found in Really Good Emails and think they
are beautiful:
Practice # 7: Experiment with the design
So, these are, seven best practices to apply to your email campaign.
1. Use your first name, include a picture of yours and mention the recipient’s
name.
2. Make people feel special (Offer to meet them).
3. Expose a problem. Then, provide the solution.
4. Tell a personal story, be empathetic, and provide content.
5. Offer a vast amount of free, valuable content.
6. Keep the text brief and to the point.
7. Experiment with the design and see what works
8. Write a creative, personalized and accurate subject line.
Concerning both the subject lines and the content you use, you should always
test the results from your open rates and click through rates. Testing is a good
idea, no matter the circumstance.
Just keep every other factor equal, for example send all of the emails at the
same time of day and keep the same email form.
Also, be sure you have defined what success of your email campaign will ac-
tually look like. Set clear objectives, so you’ll have a clear picture on how to
execute your strategy.
For example, some of your quantitative objectives might be:
Increase sales cycle speed by X%

Reduce the number of leads rejected by sales to X%
Boost upsell conversion rates by X%
Increase sales call conversion rates by X%
Then, go and experiment with qualitative components and set clear objec-
tives you will follow every time you write a new email. Apply your strategy and
check the numbers again. A careful look of your campaign’s impact will help
you always improve your strategy.
How to avoid being a spammer

When judging the “spamminess” of an email, spam filters have a long list of
criteria. More savvy software is being developed to protect people from unso-
licited emails.
Those filters weigh each factor and add them up to assign a spam score.
According to this score, marketers determine whether a campaign will pass
through or get flagged as spam. If the score passes a certain threshold, your
emails go straight to the junk folder.
Many email service providers (ESP’s) now have email firewalls (Cloudmark,
Barracuda Networks, Postinie etc.). Email firewalls communicate with one an-
other, sharing information about who is a spammer, what spam is and whom
to block. This fact can lead to future issues such as abuse reports and have
your details shared amongst global email gatekeeper and firewalls.
With all this robust cyber security, how do we make sure our email campaigns
get to their desired destination? By understanding how spam is blocked, you
can ensure that you’re legitimately delivering your content. The following tips
will help you prevent spam complaints as you start sending email to subscribers:
1. Monitor email engagement metrics

Tracking your email performance and engagement metrics will inform you if
your email program is improving or if some changes are needed. Before you
measure though, it’s important to have determined some baseline metrics, so
you have a consistent picture of your email performance. Make the required
reviews if you see numbers dropping. Chapter 4 includes everything needed.
2. Choose body content and subject lines carefully

Firstly, make sure you avoid spammy language in your subject line:
Avoid uppercase letters because receivers always prefer lower case letters.
Don’t use unusual punctuation (such as multiple exclamation points).

Don’t use specific spammy words and phrases (such as free, buy, pur-
chase, earn big bucks, and money making)
Don’t make spelling mistakes.
Don’t use one-word subject lines such as “Hi.”
Don’t try to sell through your subject line
Be personal. Use merge tags to personalize the To: field of your cam
paign.
Don’t use Re: or Fwd: in the email subject line to trick the reader into
thinking that they have already spoken to you about a particular topic.
3. Email early
Don’t wait to collect the desired number of subscribers before you start send-
ing your first campaign. Spam filters will be triggered if you suddenly start
sending to large quantities of addresses. Start sending to a small group first
while you are building your list.
4. Get on your subscribers’ white list

Nearly all email providers like Gmail, Outlook, and your ISP, allow you to add
specific email addresses to your contacts database. Ask your subscribers to
add you to their contacts list. This is the easiest way to get into your subscrib-
ers’ inbox reliably. For example, in your welcome email, you can refer: “If you
want to hear more from us drag this email from your Promotions folder into
your primary folder or add this email address to your contact list.”
5. Test First by Sending to yourself

Always test your email first by sending it to yourself. Re-evaluate your mes-
sage if it goes straight to your spam folder. Apart from spam folder, you also
want to avoid being filtered into your customer’s Promotions tab or folder.
6. Customize the double opt-in process

But there are some other popular signup methods (API, integrations, etc.) that
allow for single opt-in. That is after the signup form subscribers receive the
opt-in confirmation email and click the link to confirm their subscription. But,
we would suggest that you better try double opt-in. Double opt-in is valuable
because you’ll know (and have proof) that every recipient gave you double
permission to send them emails. The procedure is quite the same plus sub-
scribers have to check a reCAPTCHA box (“I am not a robot). After that, a
signup thank you page tells your potential subscriber to check their email for
a confirmation message. The confirmation email contains a unique URL that
your potential subscriber must click before they are added to your list as a
subscribed contact. After they’ve clicked to verify their email address they see
a confirmation thank you page.
7. Maintain a neat email list

Τake the time to build and maintain a healthy contact list. Third-party lists are
prohibited under most ESPs terms of use. This includes purchased or rented
lists, and lists scraped from third sources including public websites. Your list
should be collected entirely by you.
Re-engage or don’t assume you have permission. Even if your intended

recipients are already your customers do not send promotional email
without getting permission first.
Remove inactive subscribers
Allow subscribers to update their profiles
Don’t use a robot to collect emails (a practice known as email harvesting).
8. Set expectations when people join your list

Tell people what and how often you’ll be sending content. Consider setting up
groups in your list, if you want to send out different material, and let subscrib-
ers choose the content they want to receive. In this context, you can provide
a preference center. A preference center allows subscribers to decide how
frequently they receive your emails and reduces the risk of them unsubscrib-
ing or marking your emails as spam. Preference centers can be time-based,
content-based or hybrid time and content-based preference centers.
9. Authenticate your email with SPF, DKIM, and DMARC

Authenticating your email verifies that you are who you say you are. Inbox
providers, such as Google and Yahoo, trust authenticated email more and are
more likely to deliver mail from the authenticated email into the inbox.
10. Avoid blacklists and monitor your reputation

If you send an email to a spam trap email, you may find yourself on an email
blacklist (like CBL, SORBS or Spamcop). There are three categories of spam traps:
Recycled Spam Traps: Email addresses that were once valid, but have
been dormant long enough.
Typo Traps: Email addresses that usually end up on recipient lists due to
user error. Use real-time address validation to avoid these two spam traps.
Pristine Traps: Email addresses and domains that have never been used
to sign up to receive email actively.
One efficient way to remove spam traps from your list is through list segmenta-
tion to identify emails that are possible spam traps. Separate those emails from
the rest of your list. If an address has not opened any email for over six months,
it may be a spam trap. In that case you should sent one last confirmation email
and then remove the contact from your list if the subscriber does not respond.
Finally, to be removed from a blacklist, you must contact each specific provider,
explain what you’ve done to resolve the situation, and request to be taken off.
11. Use Tools

Use your ESP’s internal tool or a free online spam testing tool like Contactol-
ogy or Mailing Check to see how likely it is that your email will trigger spam
alerts.
12. Consider your email content design

Your customers already have an idea of what type of content, imagery and
design elements to expect from you so don’t stray too far and risk harming
that recognition factor. Use the same branding in your email marketing.
Use a standard font size. Use a standard font size to avoid spam filters.
Many spammers either try to hide text in an email with tiny font sizes or
they use huge font sizes to make an offer. So, avoid using either of those.
Watch your text to image ratio. Spammers often use images to communi-
cate their offer because spam filters can’t read what is in the picture. Spam
filters look skeptically upon emails that contain very little text but a large
image. Most articles recommend the 60/40 text to image ratio to avoid
deliverability issues.
Watch your link to text ratio. Spammers often send emails with a link or nu-
merous links and little or no text. When marketing with email, links are of-
ten a critical part of the email. Be sure to include ample HTML text.
Use clean code and proofread your text. Spam filters are looking for any-
thing out of the ordinary, like red text in the body of the email, excessive use
of underlining and bolding, blank lines, words with gaps (spaces) in them
and excessive use of the same punctuation.
Avoid clipping emails. One of the biggest problems with email clipping is
that your subscribers who use Gmail won’t see your whole email unless they
click “View entire message.” However, with this method, you might not be
able to track your open rates accurately.
Do not copy and paste directly from a word-processing program. Doing this
sometimes adds extra formatting code to your email without you realizing
it. Always be sure that you are selecting “Paste without formatting” if you’re
pasting text into your email marketing software.
Minimize your code with tools like HTML Minifier and HTML compressor, if
you want to use email templates. However, it is advisable to stick with text-
based emails.
Avoid URL shorteners. Using sites like Tiny.url or Bitly to shorten your links
often triggers spam filters.
13. Don’t hide the unsubscribe/opt-out link in your campaigns

An unsubscribe link should be present in every campaign that you send. Allow
people who no longer wish to receive your emails to quickly and easily remove
themselves from your mailing list. That’s because, when the link is hard to find,
the recipient might be more inclined to mark your message as spam.
chapter
8
Ready to use Course

Email Templates
Α. The educational phase
The Welcome Email
Email # 1
Great to have you on board!
Hey there!
Thank you for enrolling in [name of your company]!

[frequency of your emails], we’ll send you emails containing:
• [One type valuable content they will receive]
• [Another type of valuable content they will receive]
• [Yet another type of valuable content they will receive]
I know your time is extremely valuable, so I’d like you to do

just ONE thing to get started:
[Call-to-action for something you want them to do]
If you want, you can also keep in touch with us through

our social channels:
[Facebook] [LinkedIn] [Twitter]
Talk soon!
[Your name] [Company name]
P.S. Remember to [same call-to-action as above]!
Email #2
Welcome to [company’s name]
Hi [recipients name],
Hooray and thank you so very much for subscribing!
[course subject] will magically appear in your inbox

[frequency of forwarded emails].
I know you get tons of emails and your time is extremely valuable.
That’s why you’ll only hear from me when we release a new course,
or I’ve got something else important to share.
If you’re ready for [your subject] now, here are a few
of our recent favorites:
• [Valuable content]
• [Another type of valuable content]
• [Yet, another type of valuable content]
Now, I’d love to learn more about you - your hopes, dreams,
and how I can most help.
Tell me more about yourself.
I sincerely hope our resources can help you [explain how it will help].
Thanks again for subscribing and I’ll look forward to connecting soon!
With love and appreciation,
[Your name and School]
P.S. If you want to find us on social media, you can find us here:
[Facebook] [LinkedIn] [Twitter]
Email # 3
Welcome to [Company name]
[recipient’s name]
I am very excited that you are starting to investigate your options in us

and have trusted us to accompany you on this adventure. I hope you will
find all questions and answers you have about [subject].
Read the below carefully before you start:
Tell us more about yourself. What is your number one challenge when it
comes to [subject]
PS: You can stay updated with new course materials, latest news,
and interesting blog articles by following us also on our social
media pages. You can find us here:
• [Facebook]
• [Twitter]
• [Linkedin]
Wish you all the best of luck!
The Question Email
Let’s get to know each other better!
Hey there!
[company’s name] are here! I’m excited to send you some

top-notch content.
Quick question. I don’t want to write stuff you don’t want to read.
That sucks for everyone.
So, if you don’t mind, tell me in a sentence (or more, if you’re brave)
“What is the biggest struggle in [subject]”.
I read every email and your struggles will help me determine

what to write and send for you :)
Talk soon,
[your name]
Newsletter - Your Blog Posts

Newsletters are the core components of the educational phase
that comes after the welcome emails. They can take several forms,
from simple short emails that let people know about a new article
to lengthy educational emails.
What kind of content should be sent in the newsletter?
1. Case studies of people and how they solve a problem.

2. Blog posts you have written in the past and other free content that adds
educational value (eBooks, podcasts). Don’t be afraid to send similar piec-
es of content. Your subscribers won’t get tired of seeing similar things
again and again in their inbox if they are worthy of attention.
3. Webinars are powerful also when it comes to sales.
4. Video tutorials are special and build stronger rapport, especially if you are
the presenter.
5. Group or personal meetings make subscribers feel special.The best fre-
quency of these emails in this phase is sending almost day by day. A total
duration of two weeks is enough for this phase.
Take a look of some common examples of newsletters:
Email #1
Email #2
Get your free
top-notch
online school
Try
LearnWorlds
now
Email # 3
Email # 4
Email # 5
Email # 6
Conducting the newsletter email

The form of a newsletter depends on the way you prefer to communicate with
your audience. In this phase, you want to build a stronger rapport with your
subscribers, indicate the value you can bring them and make them trust you.
Newsletters have to be personal, direct and spontaneous in a sophisticated way.

A repetitive form of emails would kill the affective relationship you must create
with your audience. Therefore, we wouldn’t recommend you to use the same tem-
plates again and again. Instead, we would suggest that you see as many exam-
ples of newsletters as possible and adjust those examples to your subject.
In your newsletter you should explain to people how you content can trans-
form their lives for the better. You can use the practices we described in the
previous chapter:
Personalize the email according to your email segmentation.

Make people feel special, personalize the messages and offer to meet them.
Ask their opinion.
Use your name.
Expose a problem and provide with a solution.
Share personal stories.
Offer a vast amount of free valuable content.
Keep the text to the point.
Experiment with the design.
Use catchy titles
In this phase you can also use the tricks we describe below to build stronger
rapport:
Priming – The power of branding

Help people remember the key elements of the service you provide. When
people think of a word, they should immediately get reminded of you. With
priming, your ultimate goal as a brand should be to help people remember
you in a positive light. Make it easy for people to remember you using plain
language, keywords related to your school, synonyms, and a unique sales
statement that describes exclusively what you are offering
Social Proof – The Trust Factor

People desire to conform, to become part of a group, in an attempt to be
liked and gain acceptance. Using social proof as a marketing technique can
be incredibly effective, because it creates the need for people to say ‘I belong
here’ and increases engagement. The best way to gain social proof is with
testimonials, case studies, and reviews.
Testimonial Template on LearnWorlds
Social media likes, followers and recommendations can also go a long way.
Ask for customer feedback and reviews, then get their permission to share
them.
Clustering – The Bullet-Points

Clustering is all about managing the content you send in a way that main-
tains memory retention. Grouping similar topics together either by bullet
points, font size, color or anything else that suits your site content, can help
your visitors scan through the site and have a quick run-through on what you
are offering. It can be very useful especially if you are sharing a great deal of
information or huge bulks of texts that are difficult to take in.
Email # 1
How to break out of [adverse situation]
I want to ask you something, [recipient’s name], and it’s a little personal.
Well, two things actually...
#1 [question n.1]
#2 [question n.2]
The reason I ask is that, as you may have noticed, [describe a situation that
is inferior to that your subscribers should be]
It doesn’t have to be this way, [recipient’s name].
So even if you’ve been through [adverse situation], I’m going to give you
my top [number] strategies to get back in the game and [what the recipient
desires]...
Click to Watch: [link to content]
Your coach,
[your name]
Email # 2
[unwanted behavior] will backfire. Do this instead.
Hey [recipient’s name]
Ever wish you could wave a magic wand and get [what the recipient
might desire]?
Just imagine: You could [what the recipient might desire].
If this sounds appealing to you, you’re not alone...
In fact, I wrote a blog recently on this very topic that sent
the people in our community into a frenzy.
Within hours of being posted, it quickly became one of the most popular
blogs on my site in months.
I wanted to share it with you today in case you hadn’t caught it yet and
– even if you did – tell you exactly how you can use more communication
hacks just like this to [what the recipient might desire].
Now without further ado, here’s the article...
[provide the blog post text]
Well said...
[recipient’s name], if you want more [material] that you can use to [what the
recipient might desire].
Watch This Video: [video’s title]
Your coach,
[your name]
Email # 3
This video is probably not for you [recipient’s name]
Wait...
Whatever you do, DON’T click this link yet.
Before you decide to watch this video I’ve created for you, I need you
to answer this question (and be brutally honest with yourself):
[name the question]
You see, the strategies I’m about to share with you right now
are so powerful and so controversial I need to closely monitor how
they are used.
These techniques are intended for people who want to [what the
recipient desires].
Because if you use them, they will work... and work fast.
I’m cautiously releasing this information after years of development,

because I know it will help honest people [what the recipient desires].
If you believe you are ready to use my techniques in the loving way
they were intended, then make sure you watch this video right now
while it’s still available...
OK, [recipient’s name], You Can Click This Link Now.
Your coach,
[your name]
B. The selling phase
Announcing the course
Email # 1
I have a great announcement to make.
Hi [recipient’s name]
After spending years on how to [subject] you may have concluded that
no amount of trying brought you near to what you have dreamed for.
Not anymore.
Going through searching about [subject] can become an exhausting

process. I know exactly what you went through. And I have decided
to put an end on that.
This is why I have created a life-changing course that will help you
[solution to a problem]. I am really excited to introduce you to my new
course [course name] starting [number] days from now.
So, keep an eye on your inbox to see the course opening soon!
[Reiterate change and how the course will affect people]
Talk soon! :)
Email # 2
I think you might like that.
Hey [recipient’s name]!
I get it, you are tired of [problem].
That’s why I have been sending you all these emails. But reading the blog
posts I am suggesting you doesn’t help you engage deeply with what
is being held there.
Just reading about [subject] without any interaction or practice can

become exhausting and with no effect.
What if I told you I have created an exceptional bundle of text

and activities on the subject?
I am glad to introduce to my new course [course name] that will finally

help you [solution to a problem].
In the course you will learn:
• [skill or knowledge]
• [another skill or knowledge]
• [yet another skill or knowledge]
So, I am really excited about this course! I hope you will get thrilled
about it too…
[call people to action]
Make sure, to keep an eye on your inbox to see the course opening soon!
And if you have any questions don’t hesitate to ask me.
Sincerely, [your name]
Email # 3
You are lucky [recipient’s name]
Hey there!
What if I told you that you could completely transform your life
in just [number] days?
And that it’s possible to have more success in [field under study] than
you ever imagined?
If you’re ready for a complete personal breakthrough, I have an

unbelievably exciting opportunity to offer you.
On [date], I will release my next life-changing course on [course subject].
This incredibly powerful, immersive program sells out completely.
There are extremely limited spots available and one of them could be
yours if you act fast.
Are You Right for the [course name]? Get IT here:
My course is not for everyone. You must be serious about your desire
to transform your life from ordinary to extraordinary. To help you decide,
read the following statements and see if you identify with one or more.
[Testimonials]
Email # 4
The Effortless Way to [what the recipient desires].
All right, [recipient’s name]. I know you’re sick of wasting time, so let’s
get right to the practical advice that’s going to get you the life of your
dreams quickly:
In a few days I’m sharing crucial mindset shifts that will immediately

open up your world to infinite possibilities of [what the recipient desires].
If you’ve been stuck in a rut, not getting [what the recipient desires] these
new ways of thinking will radically change your perspective and set you on
the path to finally getting what you have been searching for.
[course name with a call to action]
If you want to [what the recipient desires] you have to [prerequisite].
Take it from me – when I first started out coaching, the biggest

fascination I had was with [domain subject].
[questions you had about the topic]. I want you to start thinking this way.
So, in this course I will give you the answers on:

• [course section name]
• [description of the section/what will the recipient learn]
• [another section’s name]
• [description of the section/what will the recipient learn]
These very specific techniques raise your standard for the way you deserve
to [what the recipient desires] and allow you to feel your most confident
and in control.
Once you learn these techniques, you will immediately [what the recipient
desires].
I can teach you exactly how to [skills].
The best part is, it doesn’t take any more effort than what you’re doing
right now. It actually takes a lot LESS…
Discover [course name with a call to action]
Your coach,
[your name]
Opening the course
Email # 1
[course name] is open! (Go, go, go…)
Great news!
[number] days ago, I announced my online course [subject name]. You

support have been overwhelming; over 200 people signed up and counting!
Here’s what a reviewer wrote about it:
“[testimonial]”
Now you can see what others are talking about.
Remember, I’m offering [give the offer].
Join our community of 200+ people learning the same thing and get your
[subject name].
Be sure to take advantage of this discount while it lasts [ending time].

I created a limited number of coupons and once these are gone, the price
for the course will go back up.
With respect!
[your name]
Email # 2
Stop what you are doing.
This is the moment you’ve been waiting for…
My course [course name] is open and you can start studying now!
Remember! This course will help you:

• [skill or knowledge]
• [another skill or knowledge]
• [yet another skill or knowledge]
So, what are you waiting for?
[Call to action]
Your Top Questions Answered

Q1: [first question you want to answer]
[answer]
Q2: [second question you want to answer]
[answer]
Q3: Do I really need [course name]?
Yes.
If you’re not already [the ideal state your recipients should be in].
[course name] gives you the techniques and direction to [skills offered].
Instead of a slow, grueling climb up the mountain to reach your goals,
it’s like a helicopter ride to the top!
[course name] will get you [course benefits]. No matter who you are,
where you live, or what you want, [course name] is the master key
to unlock [what recipients desire].
Email # 3
This is standing in the way of the life you want.
Let’s cut to the chase, [recipient’s name] because time is running out:
You want to transform your life to finally [what the recipient desires].
My [course name] is THE step-by-step process of transformation that will

get you the life of your dreams, with me as your coach.
NOW is the best time ever to claim the course because I’m offering a
mind-blowing free bonus that [what the bonus involves] ...
… and this bonus disappears at midnight tonight.
I’ve removed any fears that could prevent you from trying my
[course name] by:
Sharing incredible real stories of people who changed their lives with
the program so you know it actually works.

Inviting you to JOIN ME – in our [free gift]. This incredibly rare, free bonus
provides [what the bonus provides].

So at this point, if there’s anything left standing in your way, it’s YOU.
[recipient’s name], all you need to do now is take my hand and let’s go get
you the life of your dreams…
Let’s Do This Together, [your name]: Give Me My [course name] Now
Your partner,
[your name]
Giving bonuses
Email # 1: The Discount Coupon Email
I am saving an offer for you.
[recipient’s name],
As our way of saying thank you, here’s a discount code you can use to get
20% off in any course:
[code]
Enter that code at checkout to get the discount.
See you soon,
[your name]
Email # 2
I almost NEVER do this, but I’m doing it for you, [recipient’s name].
I want to take a moment and thank you, [recipient’s name]…
I’ve been feeling especially grateful lately for our amazing community.
There is nothing that brings me more joy than helping incredible people
[field you are being helpful].
So, to show my thanks, I wanted to do something special for you:
I’m giving you [number] exclusive gifts…
Here’s how you get access:
For the next 72 hours, when you claim a spot at my training program,
you will get exclusive access to these gifts:
Gift #1: [gift’s name]
This advice-packed bonus webinar with me will supercharge your results

and [benefit].
Gift #2: [gift’s name] [more benefits]
Remember – your chance to claim your spot on [course name]
…get instant access to [gift n.1] …
...and grab your value-packed [gift n.2] …
...ends Saturday at 11:59 PM ET, so get your copy now before

you miss out…
Announce cart closes
Email # 1
Last chance to claim your spot on [course name].
Hey,
This closes tonight!
Today is the last day to enroll in my in-depth training program that

[the provided benefit].
It is called [course name].
And when you enroll before midnight tonight, I’ll also give you two
remarkable bonuses.
Bonus # 1- [name of the bonus] [description]
Bonus # 2- [name of the bonus] [description]
I go over everything you need to know about the program here [link].
Talk soon, [your name]
P.S. I did something interesting. I asked previous students of mine what

they would tell someone who is thinking about joining the program.
Here are the direct quotes.
[testimonials]
Try
LearnWorlds
now
Email # 2
Hey [recipient’s name],
This is unbelievable.
I thought the last time I released [course name] was crazy, but this is

pure insanity…
I was up most of last night, chugging coffee and answering emails from
people about [course name], my super exclusive, life-changing training
program.
I dozed off for a couple of hours and awoke early this morning to realize
that we’re almost completely sold out!
Click Here to See if Your Spot on [course name] is Still Available
Now is the time to get yours because…
We Are Almost Completely Sold Out
After having [number] spots available yesterday, there are just [number]
left, and from the looks of things they will be gone in a matter of hours.
Many have asked if we can reserve them a copy since they are on holiday,
or work trips, but it’s just not possible.
If you were sitting around thinking you would get your spot in the next
couple of days…
It won’t be there.
Once these [number] spots are gone, they’re gone. Don’t miss out…
If you’re sitting on the fence about this program, now is the time to act.
Ask for a Review Email
Tell me something [recipient’s name]
Hey there,
Thanks for being part of our community! I want to ask one last thing
before you start digging in...
Without your feedback and reviews, it is impossible that I improve

your learning experience.
If you dig our stuff and get value out of it, I would really appreciate
if you please provide us seller feedback here:
[link]
I want to personally thank you for being one of my students. I truly LOVE
my students and will always be here if you need me.
Much respect,
[your name]
Send a thank-you email
Just one moment to say thank you.
I have no words to thank you, [recipient’s name]…

I’ve been feeling especially grateful lately for your support. There is
nothing that brings me more joy than helping incredible people like you
[field you are being helpful].
I have to pinch myself that I get to wake up every day and do this
for a living.
I am always looking to add value to your life in whatever way possible.

I love the connection we have and would hate to lose it.
I look forward to continuing our journey together. I will continue working

to help you create and make the most of all the opportunities that lie
ahead in every aspect of life, especially [field under study].
Your coach,
[your name]
Conclusions
Email marketing is a cost-effective way to drive business success. In today’s
challenging financially crucial times, this cost advantage makes email mar-
keting arguably a powerful tool to grow your business. But the central power
of email marketing is not the cost-effectiveness. Email is simply the most ef-
fective way to stay in touch with most of your target audience.
When you start marketing online, you want to have a mature audience who
have permitted you to send informational and promotional emails. All of this
is easier when you personalize emails and focus on the uniqueness of specific
email segments.
Email marketing is powerful, but it’s also challenging since the inbox is a hos-
tile environment. Whether your email is noteworthy or not-worthy depends
on your ability to stick to the fundamentals of authentic relationship building
with your recipients.
Over the years, we at Learnworlds have made it our mission to collect, create,
refine, and share the best advice with you. We’re proud to now share these in
this Ebook—strategies to start and grow your email campaign. On a daily ba-
sis, we interact with business owners and trainers just like you. These interac-
tions provide us with regular feedback and interesting lessons on the rapidly
evolving world of email marketing. Stay tuned and don’t hesitate to share your
thoughts with us!
Selling Online
Courses through
email marketing
Try
LearnWorlds
now
The best platform to create, market

and sell online courses
www.learnworlds.com
LearnWorlds (CY) Ltd

Omonias 19, Constantinides Building, 201E,
Limassol, 3052, Cyprus

Ebook Selling Online Courses Through Email Marketing

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Ebook Selling Online Courses Through Email Marketing

Uploaded by

Copyright:

Available Formats

Selling Online Courses

Our cloud-based, white-label, e-learning platform offers to professional trainers,

To learn more about LearnWorlds, please call us at:

Anthea Papadopoulou Panos Siozos, PhD

©2019 LearnWorlds. All Rights Reserved.

Why Email Marketing Matters in Selling Courses . . . . . . . . . . . . . . . . . . . . . . . . . 7

Grow your email list in practice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

How to use the email list you have created . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Email Metrics: What they show and how to use them . . . . . . . . . . . . . . . . . . 29

Increase your conversion rates with email segmentation . . . . . . . . . . 44

Launching your online course: First give value, then sell! . . . . . . . . . 50

Ready to use Course Email Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

Why email marketing matters in selling online courses.

5 practical ways to start and grow an email list.

How to use the email list you have created.

How to increase your conversion rate with email segmentation.

The phases of a course launch.

Best practices to conducting appealing emails.

Why Email Marketing

Basics of Email Marketing

Getting access to a prospect’s inbox means a direct line of communication to

The State of Email Marketing

In a major collaborative research project shared by Smart Insights and Ge-

Visit the research

Any time a business operates, they need e-mail. And if busi-

Why should I choose email marketing

It is convenient. Mobile devices have become so familiar. People are

Email marketing beats website marketing. The problem with web-

Biggest Benefits of Email Marketing

Generating more leads (24.7%)

So, what changes with GDPR?

Does the Size of my Email List Matter?

You will need to create conversion-focused, personalized email marketing

Having an extensive email list or sending messages without context is like

Success Factors for Email Campaigns

1. Creativity The design of the email (the layout, use of color

2. Relevance Do the offer and creative of the email meet the

4. Targeting and Is a single message sent to all customers on the

Timing refers to when the e-mail is received – the

5. Integration Are the email campaigns part of your integrated

Automating the email process

Top Email Automation Software

How to begin with Email Marketing

Grow your email list in

Have you used your email contacts?

Have you created capture forms with

Ebooks are the all-time classic

Video guides are a great way to at-

Add Content Upgrades: A content

Create a Quiz or Survey: Create a fun quiz regarding your industry. A

Create a worksheet that simplifies a process: For example, create

Course Introduction Pre-

Α free online course. Providing a

It can be as simple as a 10 minutes les-

Have you tried to capture emails

Pop-ups with more context have higher conversion rates

Pop-ups shouldn’t appear immediately after a visitor closes out

Read more about effective pop-ups in this article.

3) Set a Pre-launch lead capture

Social Media Lead Generation

Setting your Facebook page’s call to action button.

Posting CTAs on Facebook, Pinterest, LinkedIn, Twitter and Instagram

Have you used Facebook Lead Ads?