In this episode, host Julie Hood shares 6 pieces of the puzzle for email marketing… because the most successful online course marketers use this marketing channel really well. In fact, a 2019 study from the Direct Marketing Association shared that for every dollar invested in email marketing, marketers see a result of 42 pounds (which converts into $57 US Dollars)! So let’s talk about email marketing…
In this episode, host Julie Hood shares 6 pieces of the puzzle for email marketing… because the most successful online course marketers use this marketing channel really well.
In fact, a 2019 study from the Direct Marketing Association shared that for every dollar invested in email marketing, marketers see a result of 42 pounds (which converts into $57 US Dollars)! So let’s talk about email marketing…
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Check out the show notes at CourseCreatorsHQ.com/52
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This includes the Effortless Email marketing workshop.
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KEY TAKEAWAYS
The 6 Cs of Email Marketing for Course Creators:
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Well, hello there. I'm so glad you're here. And today I want to talk about one of those needle movers for your course business. It's one of those things that can absolutely positively make a difference in how many sales you're making, but only if you do it correctly. So let's jump in. Welcome to the course creators, HQ podcast, helping you navigate the latest techniques for creating and marketing online courses.
And now here's your host Julie Hood. So this week is so exciting because we are working on a brand new workshop. It's called effortless email marketing, and I'm giving it As a bonus for everyone who signs up for Kajabi using my affiliate link before July the 26th. So if you're interested, be sure to go to the show notes. At coursecreatorshq.com/52. I have the link in there that will show you exactly what's going on. It's a really amazing special 90 days for only $99. So you are only paying $33 a month and I've got a whole bunch of workshops to make sure that by the end of the 90 days, you're up and running. So the first one is going to be effortless,
email marketing. And so I thought I would preview a bit of it today. So you could see a little bit about what we're going to be talking about. And I am a huge, huge fan of email marketing. And part of this I think is because I've been online so long that I've been doing email marketing since the very beginning. And it has stood the test of time since way,
way back in the day as being a really fantastic way to connect with your audience. Now, the methodology and techniques have sort of shifted over the years and some of the results have shifted, but it still works really, really well. And so I've got six CS that I want to share with you today related to marketing your online course business and selling your courses through email marketing.
So let's just jump in the very first one. And this is probably the most important thing when you're planning to do your online email marketing, is that your content of your emails has to be good. So when I hear from people, they're like, yeah, I tried that email marketing and it just didn't work for me. I, it was too much effort and nothing ever happened.
I can just about guarantee you that they weren't doing it correctly. They were probably randomly sending emails cause that's one of the pieces of your content is that you need to be sending it regularly at least once a week. I'm not going to hold you to a specific day because I know I can't always hit the day when I want to send certain emails out,
but I do want you to be sending something every week. And I also want you to be sending a certain kind of content. So maybe you're going to send educational content. Maybe you're going to send promotional content or maybe you're going to send resources. But those three types of content are very essential that you're sending out to your list because you want to be building that relationship with them.
So they know that when they open the email from you, it's going to be really, really good content. That's the first C is your content. And then the second C is what I call click. And by that, I mean, I want in every single email that you're sending out, I want somewhere that you are sending people to go click.
And here's why we're going to send out emails and sort of train the audiences, getting them that, Hey, when I get an email, I need to open it. It will give me some really good resources, really good information. And then there's going to be a link to go to something next. Now, sometimes that will be free things. So you can just give out some of your freebies.
You can send people to other people's freebies, where you're giving out really good information and resources and stuff that's helpful for your audience. Sometimes it may be your podcast episode or a blog post that you're doing, or a video that you're sharing, whatever it is, content wise that you're putting out, you're sending them clicking over to that additional content. And then the third thing that you're going to do is every once in a while,
you're going to send out clicks for promotions for your online course. And this way we're sort of training the audience that, Hey, when I get these specific emails, I open them. They'll have really good information and helpful things for me, and then I'm going to be clicking somewhere. So it's just a subtle sort of strategy, but it can make a huge difference for your audience when they know that they're,
they're going to be clicking onto the next thing. So that's number two of our six CS, which is the click. And then number three is a acronym called CRM and CRM actually stands for customer relationship manager. And there's so many different tools that CRM means a lot of different things to different people. So I'm going to give you two different categories of what I call CRMs.
So one of them is the software and the tools that will let you send out email newsletter, broadcasts, and auto-responders. And by that, I mean, you're using the tool to send out an email message either like your weekly messages or you're sending out automatic messages, say somebody signs up for your list. They get an automatic message from you. So that is one type of CRM.
And so it's things like convert kit, active campaign, Aweber. I use one called drip. A lot of people use MailChimp, which by the way, I'm not a huge fan of MailChimp. And here's why they make it really, really difficult. If you want to have more than one freebie that you're giving away when you have more than one lead magnet,
unless they change this in the last six months or so, every time I work with a client on MailChimp and we're trying to do multiple lead magnets with them, it's a huge headache. So not a fan of MailChimp, but there's lots of other really fantastic tools. And even the Kajabi special that we're talking about this week is also, it includes the CRM,
the, the email newsletter functionality inside of Kajabi. So that's one type of what I call CRM software. And you'll want, there'll be something you want to pay for because you want to know that it's always going to be available. There's some support there case you get stuck, or you have any problems. It's one of the things you really need to consider a key piece of your arsenal for your business.
Now, the other type of CRM that I'm not talking about today is more of what I call a sales system. And by that it's where you're gathering individual leads and contacting them. And a lot of sales teams will use these kinds of CRMs where they're, they're trying to get connected with individual leads, contacting them with messages. It's not a broadcast system that you're using,
maybe from your entire website to your entire list. It's more of a CRM for managing sales. Even with a sales team, a lot of sales teams will use those kinds of CRMs. So this is something like Salesforce. And there's a few other ones. I'm not talking about those today. I'm talking about the email newsletter CRMs. Okay. So that's our third C our fourth C is conversions.
And by conversions, I'm talking about the fact that when you send out an email, you want to convert the people who are reading over to do something. Maybe you're wanting them to buy, but maybe you're just wanting them to go sign up. And the reason this piece of it is the really important part of it is there's two steps that I want to share with you.
The first one is that email marketing has been shown to have some of the best return on investment of any kind of marketing that you can do. And the stats I saw said it could be, be anywhere from 38 to 56, $7 worth of return for every dollar that you put into email marketing. So think about that. What other things can you do,
where you put a dollar and you get either $38 to $52 back on the backend of it. So when you're doing it correctly, that is one of the big advantages to doing email marketing. The other stat that I want to share with you is that 95% of consumers check their email every single day. So you can tell that this is one of the best ways to get in front of your audience.
Now, I also want to tell you a client story, because I think this will help sort of solidify how we're going to work around these conversions. And what we were doing is we were working with a bunch of partners to launch a course, and we were sending out and having the partners send out a free offer for people to opt in. And then we were going to convert them into buyers,
the course, and it was going really, really well. All the partners were getting really good conversion rates on the opt-in. So we were getting a lot of people signing up for the freebie that we were sharing, but I had one person who had a ton of clicks. So they were sending a lot of people over to opt-in, but nobody was opting in and he had a big fat zero.
And I thought, what is going on with this guy? You know, everyone else is getting these great opt in rates. What is happening here? So what it was is he had a humongous, I think it was like 200,000 or 250,000 list of people on Twitter. And he was sending his Twitter followers to go opt in. Well, folks on social media,
they're not really there to opt in for things. And so he wasn't getting anyone to sign up. So that's always, when I think about, oh, should I do email marketing or should I do social media marketing? That action, that experience always pops up for me in that social media followers may not necessarily be as willing to connect and click or they'll click,
and then they don't take action. So, and I slight caveat here. I will say that if you have people that you're interacting with with DMS direct messages, those tend to work a lot better. But my problem with direct messaging is that it's not scalable. You know, there's only so many people I can talk to by direct message in a day.
It's not something I can expand to a bigger and bigger audience, unlike email marketing, where it doesn't matter if I'm setting out to 50 people or 500 people or 5,000 people, I do the same amount of work to get the email ready and send out, regardless of how many people I'm talking to. So I can't talk to 5,000 people by direct message,
but I can send out 5,000 emails on one day. So just something to think about as you're trying to plan out where you want to spend your time and where is the best place to spend your marketing efforts? Okay. Number five is connection. And what I mean by that is I want you to use your email list to help you connect with your audience,
share some personal things that are going on in your life. So if you're going on vacation, maybe after it's done, you can send out an email, you know, and send a picture, look where we were, see this beautiful mountain or the ocean, or if you've got a favorite drink from Starbucks, you're sharing that kind of personal information. And when you bring people in to your life at a level that you're comfortable with,
you build that connection with them and they feel like they get to know you. So it's, it's a whole nother level of reaching your audience and resonating with them. So definitely think about how you can use your email newsletter for connection. Now, I don't mean sending an entire email newsletter. That's all about your day in this terrible experience you had, and it just talks about you.
That's not what I want you to do. What I want you to do is maybe have a single paragraph at the beginning where you're talking about something that's going on for you, and then switch over into the information and the helpfulness that you're giving out to your audience. So this isn't a huge part of your emails, but it is a very critical part to help build that connection with your audience.
And then number six obviously is your courses, because what better way to tell your students about your courses, then giving them information through the emails that they're receiving. And you can do this really, really well, especially if you start sort of hinting about what's coming and help them feel part of the process as you were putting your courses together, they'll feel even more invested in what you're doing and more excited about it.
And you can, you can start teasing the audience a little bit about what's coming. And then when the final course gets there, they're even more excited to jump in with you. And then there's a whole thing about launching and sending emails during a launch. So we don't have time to get into that today. That'll have to be a different podcast episode,
but I want you to just recognize that one of the C's of using this email marketing is how easy it is to tell your readers all about your courses. You can talk, talk about testimonials. You can share student success stories. You can talk about what's working with your course and what's, as you're putting it together, you can ask them questions about,
Hey, are you more interested in this topic or in this topic to help you figure out, you know, should I include this or shouldn't I, all of those things are really easily done through your email list. So I hope this gives you some food for thought this week. Some things that you're wondering about, like how should I be using email marketing in order to move my course business forward?
So make sure you hop on over to the show notes and think about jumping in, because one of the things that you will get with the Kajabi special, that's only $99 as you get this effortless email marketing workshop with me that we're doing on July 29th. So you get that plus you get two more workshops. We're going to talk about putting your sales pages together for your course.
We're also going to talk about joint ventures, and then I have another little mini course that I'm giving away about putting your course together, because the goal is that by the end of these 90 days, I want you to feel up and running and ready to roll with selling your next online course. So I hope you enjoyed this episode today. If you've got anything fantastic or helpful,
or even just a little bit useful about it, one of the things that could really help me if you wouldn't mind, I'd so appreciate it. If you could share in a Facebook group and say, Hey, I watch this and listen to not watch. I listened to this course creators HQ podcast. And it's one of the ones that I get a lot of good information for.
If you could tell people in Facebook groups about it, I would really, really appreciate it. It'll help us build the audience and get in front of more course creators and spread the word so that we can improve the world. I truly believe that course creators can change the world by sharing what we know and improving other people's lives. So thanks so much for listening.
I appreciate you, and I hope you're having A fantastic week. We will Catch you next time on the next episode, take care.