In a recent episode of “The Art of Selling Online Courses” podcast, I had the pleasure of being a guest and diving deep into the world of warm-up emails with John Ainsworth, podcast host and CEO at Data Driven Marketing, the agency where we craft magic for course creators.
In this blog post, I’ll recap some of the key insights shared during the episode so you can discover more about how warm-up emails can play a pivotal role in driving course sales.
Key Points from the Podcast Episode:
The Purpose of Warm-Up Emails: A carefully crafted sequence of three warm-up emails, connected to each other, helps recreate the journey someone takes when realizing they have a problem, exploring its impact, and becoming ready to seek solutions. These emails provide valuable insights, temporary relief, and engage recipients without directly selling anything.
Creating Connection and Engagement: The warm-up strategy focuses on one problem at a time, encouraging engagement through micro-commitments, and leaves an open loop to maintain anticipation for the next email.
Context and Relevance: To determine the topics for warm-up emails, it’s essential to consider the context and relevance to your audience. By tapping into what is currently happening in their lives, addressing concerns they are already aware of, and researching their listening habits, you can deliver content that truly resonates. Historic dates, seasonal events, industry data, and more can be used as context to connect with your niche and capture attention.
Crafting Effective Warm-Up Emails: Each warm-up email should revolve around a theme relevant to your audience’s current experiences and challenges. It should include a call to action for engagement, such as answering a question or taking a quiz, to build micro-commitment and improve deliverability. Additionally, an open loop should be created to generate anticipation for the next email in the sequence.
Success Story: The podcast episode featured a case study where warm-up emails focusing on stress generated remarkable results. By addressing stress-related topics and connecting them to events like Stress Awareness Month and Earth Day, valuable educational content was provided before seamlessly transitioning into a promotional campaign for meditation. This stress angle generated the second-best results for the promoted product, showcasing the effectiveness of warm-up emails.
Warm-up emails play a pivotal role in guiding your audience through the problem-solution awareness process, engaging them with valuable content, and building anticipation for future promotions.
By focusing on context, relevance, and seamless transitions, you can create a warm-up sequence that resonates with your audience and increases the likelihood of driving course sales.
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