Attracting people to your online course should be easy. After all, what a convenient way to present your materials to a wide audience. Learners get the benefit of your instruction, especially if you use a great webinar/web conferencing platform and valuable and compelling subject matter. In spite of this, it takes some work to draw in that target audience.
According to Statista, 269 billion emails were sent and received daily in 2017. It’s not a surprise that your messages can get lost among this growing amount of correspondence. So why even bother? Well, for every $1 you spend on email marketing, you can expect up to $32 in return. It just takes a bit of finesse to get the most out of it. Below are some copywriting techniques that you can use to get the best results.
Come up With a Catchy Subject Line
35% of email recipients decide whether or not to open marketing emails just based on the subject line. That makes the subject line a pretty big deal. Whatever you have to share about your course is lost in the ethers, if your subject line doesn’t compel people to click.
Here are a few tips for writing attention-getting subject lines:
- Use Numbers
- Include Power Words
- Personalize and Localize
- Test Subject Line Variations
- Create a Sense of Urgency
Finally, if it fits with your audience, use a bit of humor. For example, try creating a Buzzfeed-worthy subject line like, ‘10 Unbelievable Sales Techniques: Your Competitors hate us!’
Add Customer Testimonials
Christopher K. Mercer, digital marketer and founder of Citatior says,
Nothing drives customer buy-in more than the buy-in of other customers. This is why testimonials are so powerful. To have another person state that they paid for your course, and the value is provided, is more compelling than anything you could say.
Encourage people who take your course to provide you with feedback. Then, ask to include the most positive testimonials in your marketing emails.
Keep it Short and Pay Attention to Formatting
The truth is, it’s an accomplishment just getting someone to open a marketing email. Once that happens, don’t lose the sale with a long and winding email. Instead, get right to the point. At a glance, the reader should know:
- What the course is about
- How they will benefit from it
- Where to go to register
- Where they can go to ask questions
While you’re getting to the point, pay careful attention to formatting. Be mindful of readers who access email from their phones, which is more than half of them. Write emails that are mobile friendly, then test them using mobile devices or a mobile emulator.
Amanda Sparks, an in-house marketing specialist at Essaysupply.com states,
A great value proposition can really drive conversions. Still, simply saying so is only so effective. If your course has clear benefits, share those. Then, back your claims with statistics.
This is why collecting data on your courses, and establishing metrics is so important. You can use this information when sharing the benefits of your course and satisfy the data wonks in your audience.
Engage with Visuals
Chances are your website, blog posts, landing pages, and other content is full of visuals. Don’t forget to make your emails even more engaging by including visuals there as well. Done right, visual elements can enhance every part of your email. You should:
- Make your CTA visually appealing
- Use images such as infographics to drive home the data you share
- Appeal to readers’ emotions with memes and GIFs
Finally, don’t forget that the little things impact visual appeal. Try colorful email backgrounds, and new fonts to create stylish and attractive content.
Polish Your Email
Take the time to be sure that your email doesn’t contain spelling and grammar mistakes. These errors may be human, but they’re sure to leave a negative impression about you as an educator. As you finalize your marketing emails, consider using some helpful resources to help you with last-minute proofreading and editing. We like Flash Essay, Grammarly, Whitesmoke, Online Writers Rating, and Language Tool.
Of course, if you choose an automated tool, don’t let that be a substitute for your own editing. There are some things that only a human can catch. One useful trick is to read your emails out loud. If they don’t ‘sound’ the way you intend, you may need to revisit phrasing.
Provide the Right Venue and Registration Info
A web conferencing format is the best – it allows a more informal and interactive course, and participants can personally relate to your instruction as well as other participants. ClickMeeting is a webinar platform that will provide just this type of environment.
Make the registration seamless and fast. No one wants to try to figure out how to sign up for a course. If you use Click Meeting, the process will be perfect.
Close with an Irresistible Offer
A strong closing is essential. You want recipients to act quickly and presenting them with a great offer at the very end is a great way to accomplish this. Veronica Right, CEO at Resumes Centre shares,
We’re approached with training offerings from a variety of companies. Many have something of value to offer, but we can only afford a limited number of webinars per year. Because there are so many similarities from one course offering to another, sometimes it’s a special offer that makes the difference.
Marketing emails, if done right, will attract and convert customers. Use the techniques outlined above, choose the right venue for your course, and you will have a winner.
James Scott is an independent blogger and a marketing consultant to small businesses. He is especially passionate about team building and management, having run his own company for a number of years.