From Subscriber to Student: Email Marketing for Online Courses

It's about building relationships, understanding needs, and guiding your audience on a journey that culminates in them investing in their growth through your expertise. Let's dive into how you can transform your subscribers into thriving students. But how do you bridge the gap between a passive subscriber and an enthusiastic, paying student? This article explores best practices for how course creators can leverage email marketing for online courses to transform curious subscribers into committed students.

Understanding the Subscriber-to-Student Journey

The path from initial subscription to course enrollment rarely follows a straight line. Understanding this journey will help you build effective email strategies that meet potential students where they are.

People might discover you through a social media post, sign up for your newsletter, consume your free content, and then start considering a more in-depth learning experience. The best email strategy should nurture them at each of these touchpoints. The typical progression is as follows:

1. Awareness - content discovery, subscribing to your email list, often in exchange for a lead magnet or free resource.
2. Consideration - your subscribers consume your free content, evaluating your expertise and teaching style.
3. Evaluation - they begin comparing your offering to alternatives, considering factors like price, time commitment, and expected outcomes.
4. Decision - they decide whether to enroll, often requiring a final push or incentive.
5. Post-enrollment - they need support to succeed in the course and potentially become your advocates. 

Key Decision Points

At each stage, subscribers face different difficulties that your emails should address. These include initial trust building, where subscribers need to believe you can teach effectively. Value perception becomes crucial as it determines if the course is worth the investment. Timing concerns often arise as people wonder if now is the right time to commit. Social proof becomes important as they want to know who else has benefited from your course. Finally, technical or logistical questions need answering as they wonder how exactly the course works.

Psychological Aspects

Education purchases are particularly emotion-driven, involving complex psychological factors. Students often consider whether the course will help them become who they want to be. Fear of failure may hold them back as they worry about not completing the course. The fear of making the wrong choice can paralyze decision-making as they question if your course is right for them. Ultimately, the desire for change drives interest as they imagine how their life might change after taking your course. Your email strategy should acknowledge and address these emotional factors alongside practical considerations. 

Email Sequence Frameworks

Different stages of the relationship require different approaches with specific content types. Here's how to match your email campaign sequences with appropriate content for maximum effectiveness:

Welcome sequences - establishing the connection (days 0-7)

The moment someone subscribes is when their interest is highest and it’s the best time to establish a relationship. Capitalize on this with a strategic welcome sequence that builds immediate engagement. You can use email automation for that to save the manual work.

Email 1 (Immediate) - begin with an immediate first email that delivers the promised lead magnet, sets expectations for future emails, and shares your personal story to demonstrate your credibility. An exemplary subject line can be "Your [lead magnet] + a bonus quick-start guide".

Email 2 (day 2) - follow up on day two with unexpected value - a complementary resource, tool, or insight that surprises and delights. It should address a common challenge your audience faces and offer a simple framework for approaching it. Show them you understand their struggles while positioning you as a guide. A subject line to use here can be "The 3-part system that solved my biggest [niche] challenge".

Email 3 (day 4) - share a success story that demonstrates transformation to help subscribers visualize potential outcomes. You can also add a common misconception in your field and immediately dispel it. You will position yourself as a straight-talking expert who cuts through confusion. As for the subject line, you can use “What really worked for Alex (and the myth that almost stopped her)”.

Email 4 (day 6) - introduce your teaching philosophy and approach. Explain what makes your methodology different. You can include a quick-win technique that provides immediate results. It will show people your ability to deliver practical value. An exemplary subject line can be “The 5-minute technique my students use to [achieve specific results]”

Email 5 (day 7) - complete the sequence on day seven by presenting a small, low-risk offer or inviting deeper engagement. It can be a webinar, a free workshop or a mini-course to move the relationship forward. Your content should include a “why now” element to create gentle urgency but without unnecessary pressure. You can use a subject line like “Ready for the next step? (Special invitation inside)”.

Nurture sequence - pre-enrollment emails

The period leading up to your course launch is crucial. Your email marketing campaigns should warm up your audience, build anticipation, and demonstrate the value you offer.

1. Tell the "Problem/Agitate/Solve" Story - this classic framework is incredibly effective. Start by highlighting a common problem your audience faces, amplify the frustrations it causes, and then introduce your course as the ultimate solution. For example, if you're teaching a productivity course:

• Problem: "Feeling overwhelmed by endless to-do lists and never enough time?"
• Agitate: "Imagine constantly missing deadlines, feeling stressed, and seeing your goals slip away..."
• Solve: "Introducing 'Master Your Time,' the step-by-step system to reclaim your schedule and achieve peak productivity!"

2. Build trust and authority - don't just tell them you're an expert - show them. Share valuable insights and mini-lessons related to your course content. Include testimonials from past successes (if applicable) or share personal anecdotes that demonstrate your expertise and passion.
3. Create ethical urgency and scarcity - encourage timely action without using misleading tactics. Consider offering a limited-time discount for early enrollees or restricting the number of spots available in your course. Clearly communicate the reasons behind the urgency.
4. Showcase the transformation - go beyond listing course modules. Paint a vivid picture of what students will really achieve after completing your course. Will they gain new skills, advance their careers, build confidence, or achieve a specific outcome? Focus on the benefits, not just the features.
5. Address objections head-on - anticipate the questions and concerns potential students might have. Will it take up too much time? Is it suitable for beginners? Is it worth the investment? Dedicate emails to address these objections directly and provide reassuring answers.

Engage Enrolled Students: Fostering a Thriving Learning Environment

Congratulations! Your subscribers are enrolled in your course. But, your email strategy doesn't end here. It actually plays a vital role in their learning journey and overall experience. Here are some email examples you can use for this stage of the relationship with your email recipients.

The warm welcome and course onboarding

Send your students a welcoming email that expresses your excitement and provides clear instructions on how to access the course materials, navigate the platform, and connect with the community.

Strategic content delivery

Use email marketing to announce new modules, assignments, and important updates. Consider sending brief summaries or highlights of each module to keep students engaged.

Build a sense of community

Encourage interaction by sharing highlights from course forums or discussion groups. You can also create dedicated email threads for Q&A or sharing student successes.

Provide consistent support and encouragement

Check in with your students periodically. Offer tips for success, answer common questions, and provide motivation to keep them on track. A little encouragement can go a long way.

Gather feedback and testimonials

Once the course concludes (or even during), use email to solicit feedback on their experience. Positive testimonials are invaluable for future marketing efforts.

Re-engagement sequence - how to reconnect with interested non-buyers

Unfortunately, there will always be some subscribers who showed interest but didn’t enroll. For this group, you can develop a tailored follow-up sequence that respects their decision while maintaining the relationship. 

• Feedback request email - ask them what held them back from enrolling. But do it in a non-defensive, genuinely curious way. Your email should be brief, specific, and make responding easy. You get valuable insights while showing you value their perspective. 
• Alternate options email - present different entry points such as lower-priced products or payment plans. You will demonstrate flexibility and commitment to serving diverse needs. You’re not devaluing your main offering, you just acknowledge there are various learning paths and financial situations.
• New perspective email - maybe the way you presented your course didn’t resonate with that group of subscribers. Try to reframe the opportunity your course gives with fresh angles. Present a different way of thinking about the problem your course solves.
• Special invitation - when appropriate, provide a special offer or extended deadline. Your email content should create a sense of exclusivity while explaining why you’re making this exception. It should maintain the integrity of your regular enrollment periods. For example, you can provide a private invitation for waitlist members.

The power of social proof

Nothing helps us better with making a decision than people who made it earlier and are happy with it. Real people reviews, opinions, and testimonials are the walking-talking proofs you should or shouldn’t enroll in a particular course. That is why you can use it to your advantage.

Your students' testimonials should be strategically selected and positioned to address specific concerns. Problem-matched reviews share stories that address specific objections. For example, a testimonial like “Even as a parent of three with a full-time job, I found time to complete this course…” shows even busy people can succeed. 

Stories of people similar to your target student will help people see themselves in your success stories. For example, when people who have trouble using technology see a testimonial saying “I’m not tech-savvy at all, but the course platform was so intuitive…”, they don’t see it as a barrier anymore.

You can also use testimonials showing progress at different stages of the learning journey, creating realistic expectations but showing effectiveness. You can also focus on transformation-focused reviews to show the change in students' lives. Either way, social proofs are a great way to address common objections and convince people to enroll in your course.

The technical aspect of making your email marketing for online courses work

A solid email strategy requires the right tools and approach. Here are some practical implementations on how to make the most out of your email marketing efforts.

Choosing Your Email Marketing Platform

Select an email marketing tool that aligns with your needs and budget. Consider features like email list segmentation, email automation, A/B testing, and analytics. Check the Elastic Email’s offer and choose the best plan for you. Capture new leads with web forms and landing pages. Everything you need in one platform.

Mastering Segmentation and Personalization

Leverage the data you have to send highly personalized emails. By using segmentation, you can divide your email contact lists into smaller groups based on specific conditions. This enables you to enhance your email personalization significantly by tailoring the content your subscribers want to read. Personalized messages also make subscribers feel valued and special.

The Power of A/B Testing

Don't guess what works best. Test different subject lines, email copy, layout, calls to action, and sending times to optimize your open and click-through rates. Let’s see which email variant performs best on a small batch of email addresses and the winner will automatically be sent to the rest of your list. Remember to test only one email element at a time to see what really makes the difference.

Tracking and Analyzing Your Results

Pay attention to your email metrics. Which emails have the highest open rates? Which ones drive the most clicks and conversions? Monitor and troubleshoot any delivery issues, bounces, or complaints. See how many people unsubscribe and evaluate your email marketing strategy. Check if your email list grows steadily and fast enough.

Staying Compliant

Staying compliant with email marketing regulations is crucial. If you're reaching individuals in the European Economic Area, the General Data Protection Regulation (GDPR) requires you to obtain explicit consent before sending marketing emails and provide a clear opt-out mechanism in every email. 

In the United States, the CAN-SPAM Act mandates accurate sender information, non-deceptive subject lines, inclusion of your physical address, and a clear way for recipients to unsubscribe. 

Additionally, if you're sending emails to Canada, Canada's Anti-Spam Legislation (CASL) requires either express or implied consent and a functioning unsubscribe link. Therefore, always prioritize obtaining clear consent and providing easy opt-out options to respect user privacy and adhere to legal requirements.

In Conclusion - Email Marketing for Online Courses

Transforming a subscriber into a student isn't about a single email. It's about crafting a thoughtful, value-driven journey. By understanding your audience, nurturing them with compelling pre-enrollment sequences, engaging them effectively during the course, and utilizing the right technical strategies, you can harness the power of email to build a thriving online course business and empower your audience to achieve their goals. 

Remember that behind every email open is a person with hopes, fears, and aspirations. Speak to their journey, and you'll find more of them eager to join your classroom. So, start nurturing those connections, and watch your subscriber list blossom into a vibrant community of eager learners!

Ula Chwesiuk

Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.