Email marketing is one of the most effective ways to sell online courses. Unlike social media, where algorithms limit your reach, email allows you to communicate directly with potential students, build relationships, and guide them toward purchasing your course.
In this article, we’ll explore how to create an email marketing strategy that increases course sales and keeps students engaged.
1. Build an Email List of Potential Students
Before you can sell through email, you need an engaged list of people interested in your course topic. Here’s how to grow your email list:
Offer a Free Lead Magnet
A lead magnet is a free resource that provides value in exchange for an email address. Examples include:
• A free eBook (e.g., “10 Mistakes to Avoid in Digital Marketing”)
• A cheat sheet or checklist (e.g., “The Ultimate Course Launch Checklist”)
• A free mini-course or webinar
• A template or resource (e.g., “Social Media Content Calendar”)
Use an Opt-In Landing Page
Create a dedicated landing page with a simple form where visitors can enter their email to get the free resource. Platforms like ConvertKit, Mailchimp, and ActiveCampaign make this easy.
Place Signup Forms on Your Website
Add email signup forms in strategic places, such as:
• Your homepage
• Blog posts related to your course topic
• The checkout page (offer a discount for subscribing)
The goal is to continuously collect emails of potential buyers.
2. Create an Email Sequence That Leads to a Sale
Once someone joins your email list, they should receive a series of emails that build trust and guide them toward your course.
Example Email Sequence:
Email 1: Welcome & Free Resource (Sent Immediately)
• Thank them for signing up
• Deliver the free lead magnet
• Briefly introduce yourself and your course topic
Example Subject Line: Here’s your free guide + a special welcome!
Email 2: Tell Your Story (Sent After 1-2 Days)
• Share your personal journey and how you mastered your topic
• Relate to their struggles and how your course can help
Example Subject Line: I used to struggle with [problem] too…
Email 3: Provide Value (Sent After 2-3 Days)
• Share tips, case studies, or a quick win related to your course
• Show that you’re an expert in your field
Example Subject Line: 3 mistakes most beginners make (and how to fix them)
Email 4: Introduce Your Course (Sent After 4-5 Days)
• Explain why you created the course and who it’s for
• Highlight key benefits and the transformation students will achieve
Example Subject Line: Struggling with [problem]? This course was made for you!
Email 5: Address Common Objections (Sent After 6-7 Days)
• Answer common concerns (e.g., “I don’t have time,” “Is this course right for me?”)
• Include testimonials or case studies
Example Subject Line: Is this course really worth it? (Let’s be honest)
Email 6: Urgency & Limited-Time Offer (Sent After 8-9 Days)
• Offer a limited-time discount, bonus, or fast-action incentive
• Add a countdown timer or deadline
Example Subject Line: Final hours: Save 20% before enrollment closes!
3. Segment Your Email List for Better Results
Not all subscribers are at the same stage. Segmenting your list helps you send more relevant emails.
Common Email Segments:
• New subscribers – People who just joined (send them the welcome sequence).
• Engaged leads – People who open emails and click links (send them more course info).
• Inactive subscribers – People who haven’t opened emails (re-engage with special offers).
• Past students – People who completed your course (offer them advanced training).
Segmenting ensures that each email is targeted and effective.
4. Use Storytelling to Increase Engagement
People buy based on emotion and connection, not just logic. Instead of just listing course features, use storytelling to make emails more engaging.
Example: Instead of saying “This course includes 10 video lessons,” tell a story like:
“I remember the first time I tried to run Facebook Ads. I wasted $500 with no results. That’s why I created this course—to help you avoid the mistakes I made and get faster results!”
Stories make your emails more relatable and persuasive.
5. Use Social Proof to Build Trust
Students want proof that your course works. Include:
• Testimonials from past students
• Screenshots of success stories
• Case studies showing real results
Example:
“Sarah joined my course with zero experience in SEO. Three months later, she ranked her website on Google’s first page and doubled her traffic!”
Social proof increases credibility and conversions.
6. Automate Follow-Ups for Higher Sales
Most people don’t buy the first time they see your course. Automated follow-up emails remind potential students about your offer.
Follow-Up Strategies:
• Cart Abandonment Emails – If someone visits the checkout page but doesn’t buy, send a reminder.
• Webinar Replay Emails – If you run a webinar, send a replay for those who missed it.
• Special Bonus Emails – Offer an extra resource for those still undecided.
Follow-ups can increase sales by 20-30%.
7. Optimize Your Subject Lines for More Opens
A great email won’t work if no one opens it. Improve open rates by using:
• Curiosity (“You won’t believe this student’s results…”)
• Personalization (“John, struggling with Facebook Ads?”)
• Urgency (“Only 12 hours left to enroll!”)
A/B test different subject lines to see what works best.
8. Track Email Performance and Improve
Use tools like ConvertKit, ActiveCampaign, or Mailchimp to track:
• Open rates (Are people opening your emails?)
• Click rates (Are they clicking on your course link?)
• Conversion rates (Are emails leading to sales?)
If an email has low opens, improve the subject line. If clicks are low, make the CTA clearer.
Final Thoughts: Using Email Marketing to Sell More Courses
Email marketing is a powerful tool for selling online courses. By growing an engaged list, sending a strategic email sequence, and using social proof and automation, you can convert more leads into paying students.
Instead of just sending random emails, follow a structured strategy to guide potential students from awareness to enrollment. The more value you provide, the higher your course sales will be.