Email Marketing Magic: How Rebecca Dekker Achieved a Five-Figure Launch
Dr. Rebecca Dekker has five popular courses on Udemy, but the launch of her latest course, Evidence on Vitamin K and Eye Ointment for Newborns, blew everyone away when it raked in over $11,000 in less than two months!
Rebecca is a thought-leader and founder of the internationally recognized site EvidenceBasedBirth.com. She guides parents, midwives, and healthcare professionals through the ever-complicated birthing process by using solid research, real evidence, and minimum bias.
But Rebecca isn’t only an authority in her field, she’s also an expert when it comes to email marketing.
By leveraging her email list, she was able to make her course launch a huge success: “My email list has been the single most powerful force behind my product launches. Plus, it’s an awesome way to keep in touch with all of my readers!”
Want to learn how Rebecca did it, and how you can too? Continue reading for a guide to her tactics.
Keep Your Emailing Strategy Simple
Start with a Basic Email Service Provider
According to Rebecca, “If you’re just starting out with a list, there isn’t any need to purchase an expensive email newsletter program. I would use MailChimp, which is free until you reach a certain number of subscribers. And then I would immediately switch to Aweber because it’s so much more powerful, and I have much higher open rates.”
Use Plain Emails
Rebecca has also found that plain text emails are more effective:
“Use plain text emails with no photos and only one or two links. If your emails end up in the promotions tab in Gmail, that is like the email kiss of death! The best way to avoid the promotions tab is to send plain text emails—not too long, with only 1-2 links.”
Ask Readers for Feedback
Developing a relationship with readers will also prove that you care about what they want to learn, and that you’re willing to send them information and tips that will help them solve problems they face in their careers.
One of the best ways to do this is by simply adding a line at the end of some of your emails to encourage feedback:
“Every once in awhile, ask people to respond. I will frequently say, ‘If there’s something you’d like me to write about next, please reply to this email and let me know!’ The more people respond to you and engage with you by email, the more likely your next email is going to be seen and opened.”
Offer Early Bird Discounts
Early bird discounts are a great way to entice more people to sign up for your course because they’ll be saving money while reaping all of the benefits of taking your course.
One month before the official launch of her new course, Rebecca sent two early bird emails to her most dedicated subscribers on a list of about 250 people. She knew the people who would be most interested in her content and she gave them an incentive to purchase early by providing an exclusive Early Bird Discount.
Of that list, 105 clicked through to the course—that’s a whopping 42%! Between both individual and group sales that month, Rebecca generated $3,057 in just over two weeks.
Offer Additional Incentives
Because her email list is a roster of over 6,000 people who are actively engaged with the content she provides, Rebecca enticed readers with additional incentives, such as free video content and handouts.
These additional incentives help to build excitement and create additional reasons for why a potential customer would want to purchase a course.
As a result of these kind of incentives, 1 in 5 of her readers clicked through to view her course, resulting in 1,200 views from a highly targeted and immersed audience.
Engagement is Key
Finally, Rebecca wasn’t afraid to email her audience frequently during the pre-launch and kept them engaged with high quality content through the whole process.
In the week preceding her course’s launch, Rebecca sent five emails (almost one every day). She provided additional information about Evidence on Vitamin K and Eye Ointment for Newborns, and she created a subject line that promoted a free lesson.
While Rebecca’s first emails had the highest click-through rates, she still had nearly 400 clicks on subsequent emails as well. This resulted in $5,749 in sales during the first month the course was offered!
Takeaway | 3 Steps to Use Your Email List to Generate Course Sales
- Keep your emails simple. Use a reliable email service provider, such as MailChimp or Aweber, to create text-only emails that won’t land in people’s spam folders or Gmail’s promotional tab.
- Develop trust and a rapport with your readers by asking for feedback and asking them what they’d like to learn from you in future emails.
- Begin promoting your upcoming Udemy course by sending emails with an early bird discount. Then continue to send out emails consistently in order to promote your course once it launches. Offer free videos or other valuable content that’s related to your course to entice more people to enroll.