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Market Your Course: 101

Email Announcements

Email is one of the strongest channels you can use for enrolling students into your course(s). It’s usually our instructors highest converting channel in terms of course sales. We have put together several resources that will help you market your course to your existing audience. If you do not already have a following, we’ve created additional resources to help you get started.

Pro Tip: Send a three-email sequence over the course of a week announcing the launch of your course. A rule of thumb in marketing/advertising is that the majority of people need to hear your message several times (some sources claim “seven” is the magic number) before they purchase.


EMAIL ANNOUNCEMENTS: It’s not enough to just send one email. You must turn it into a series of emails to yield the best results.

  • Decide a promotion deadline. “The promotion ends on 10/19 in ten days.”
  • Enlist your subscribers, followers, peers as active supporters. “My goal is to get 100 students taking my class in the next 10 days. Can you help me reach my goal? Take the class and/or share it with three people who would benefit from this topic.”
  • Reward people for taking immediate action. “If you sign up for my course in the next ten days during my “It’s my birthday week” promotion, you will get access to a private Q&A session with me [or you will receive a copy of my friend’s best-selling ebook or etc.].”
  • Don’t just send one announcement email; send three. There’s beauty in the buildup!

EMAIL TEMPLATES: For email templates you can use and customize, please click here.


Below are a few resources to help you build an early interest list and start marketing your course!


BEST PRACTICES FOR CREATING IMPACTFUL SUBJECT LINES

A clear and compelling subject line for your announcements can draw the attention of your students, and prompt them to open and read your messages. On the other hand, if a subject line sounds too “salesy”, it can turn students away and they are likely to unsubscribe from all your announcements.

  • Keep subject lines short and concise
    • Data shows that students often ignore emails with long subject lines.
  • Avoid subject lines with exclamation marks, phrases in all capital letters, or very splashy and spammy language
    • Subject lines with exclamation marks and in all capital letters often perform poorly with students. Students may unsubscribe from emails, which will prevent them from receiving your future announcements.
  • Give your students a compelling reason to open the email but avoid overused words like ‘free’, ‘sale’, ‘% off’
    • Overused words like free can often trigger spam filters and make your announcements sound cliched, so when crafting subject lines for promotional emails, consider creating an occasion around your promotion. The occasion could be the time of year, a birthday, a personal achievement, etc. For example, you could offer a special promotion on your course during the week of your birthday. The subject line to the promotional announcement could be “Celebrate with me this week”.
  • Consider framing subject lines as questions
    • For example, you want to send a promotional announcement about your new course on the common mistakes beginner entrepreneurs often make. The subject line framed as a question could be “Why do the majority of all entrepreneurs fail?”.
  • Test different subject lines
    • Testing will help you determine which subject lines resonate most with your students. If you keep using the same subject line, students can quickly lose interest and are likely to not open your messages.

Check out some examples of subject lines below: