8 Email Marketing Lessons

A month ago I shared plans for a monthly marketing challenge where I'd try a new marketing tactic every month.

That was dumb.

For one, I have a bad habit of taking on too much. Second, it’s not necessary.

Trying every marketing tactic is a recipe for burnout. The solution is to focus on one channel—ideally where your audience hangs out. 

That’s what makes email marketing so powerful: you’re reaching your audience where they’re at.

Speaking of email...

Lately I’ve been helping a few clients market their courses (designing funnels, writing sales copy, planning launches, etc). And I love it.

Don't worry--I'm not going to stop talking about Instructional Design but something new is coming next quarter.

I’ll share more about this in the future…for now, here's a few email marketing tips

  • Research makes your copy relevant - If you struggle with what to write, it means you don't know your audience well enough. Take a step back and get to know them better.

  • Connect before you sell - Could be via your regular content, your newsletter, a survey. Just make sure you’ve built a relationship w/ your audience before you pitch. Put yourself in their shoes.

  • If you have a service-based business, exclude current clients from your launch sequence (unless the product is a good fit for them)

  • Keep Your Emails Human - Write people, not copy. In other words, do your best to sound like you’re a real person talking to another real person. Oh, and give people an opportunity to opt-out.

  • You don’t need to send an email everyday during a launch - This works well for email courses, but for launches it's not mandatory. One of my clients made over $10k from a highly targeted course launch that only had 4 emails over a ten-day span. Find a frequency that works for you and your audience.

  • People are busy - It may take a few hours (or days) for them to get back to your email. Don’t get discouraged if you don’t see sales immediately.

  • Focus on delivering value but also make a firm offer - “I don’t know...I have a course if you, maybe, want to check it out...or not.” Huh? If you don’t believe in the value of your offer, no one will.

  • Never negotiate on price - You will undoubtedly get at least one reply to your launch emails asking you to lower your price. Unless you get a ton of emails like this, don't. (I’m not saying don’t offer a coupon to a VIP list.) Direct them to your free content or to a lower priced solution. Even better, offer a payment plan to mitigate the price objection.

There you have it—8 email marketing lessons. These aren’t just for course creators, they’re helpful even if you’re selling services via email.

Next Steps

If you’re interested in learning more about email marketing tips, hop on my mailing list. You’ll love the new workshops coming up.

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