Creating a rocking email course for your business is a blessing for you. An email course is simply a series of emails sent out over a period of time that teach on a specific topic. Each email contains one lesson and all those emails/lessons together create your course. It’s basically a stripped-down online course without all the shiny bells and whistles of online course creating platforms. It’s still a channel to teach on your topic and grow your audience, and it’s actually much easier to create and send out the door.
While email courses are often used as a free opt-in incentive to grow your email list or easy entry points to later pitch big products, you shouldn’t narrow them all into that freebie corner. You can absolutely add email courses to your for-purchase products shop.
Why Email Courses are Killer
How I love thee, email courses, let me count the ways.
If I actually had to count, I’d definitely choose these four reasons:
- You can convert first-time visitors into email subscribers. Here’s a startling statistic you should know about 9 out of every 10 people who visit your site won’t be back. Grab some of those people with a useful email course.
- You receive something in return. Email courses are a win-win. Your new subscriber gets access to the content they care about, and you get your new subscriber’s express permission to advertise to them.
- They help you teach your audience to open your emails. This is a huge benefit that not too many people realize. When you deliver valuable lessons in the form of an email course directly to their inbox, your subscribers will associate your emails with must-read content. This will help you later as you send out promotional emails.
- You’ll establish yourself as an expert with your audience. Creating an email course conveys the idea that you know enough about this topic to teach it. Your audience will view you as an authority on the topic.
How to Create an Email Course
Now that you have your idea fully fleshed out, you’re ready to start developing your email course.
1. Outline the Structure.
There are many structures you can adopt when you’re outlining the entire course.
2. Create Content.
You should have resources allocated to writing the content. Perhaps your in-house content team is taking charge, or you’re outsourcing content creation to freelancers or an agency.
You may want to have an additional lead magnet to pair with your course.
3. Build Your Conversion Path.
Your email course conversion path consists of:
- An optimized landing page that summarizes what they can expect from the email course.
- A form on the landing page that requests necessary information for you to qualify each lead.
- A list in your CRM that organizes your email course recipients.
When your conversion path is set up, your CRM is ready to support your efforts. More importantly, you’re ready to create your workflow.
4. Set Up Your Workflow.
Use your automation platform to set up your workflow. An email workflow is a series of automated emails triggered by certain behavioral activities or data.
In the case of your email course workflow, the automated email series is triggered when readers sign up. This will be tied to the list you created that’s associated with the form you have for email course sign-ups. Your workflow tool allows you to set a timeframe for delays between lessons. You can also dictate what days and times your email lessons are sent.
5. Promote Your Email Course.
Start getting the word out via many channels, including:
- PR (outreach to traditional media outlets and podcasts)
- Paid advertising (run ads through social and Google)
- Influencer partnerships (team up with influencers in your industry)
- Content marketing (blog posts, podcasts, etc.)
Through these channels, you can hone in on specific segments within your target audience. This allows you to tailor messaging to get the most of your email course promotions.
6. Evaluate the Results.
Once you launch your email course, you need to let some time pass so you can gather performance data. After a few weeks or months have passed, you can gauge how well your course performed.
To truly understand the performance of your course, look at the following key performance indicators (KPIs):
- Email delivery rate
- Click-through rate
- Click-to-open rate
- Unsubscribe rate
- Bounce rate
These metrics shed light on important performance elements, like how many people are actually receiving your emails, how many are engaging with them, and how many are unsubscribing.
Your email course isn’t complete until you’ve marketed it. In fact, it might as well not even exist. So, let’s talk about how you can gain exposure for your email course.