How To Increase Sales Through Email Marketing

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bricegump

If you could make an extra $100k revenue on your online course business in the next couple of weeks, would you take ONE HOUR today to figure out how to increase your sales through email marketing? 

I hope that number got your attention. 

Today, I want to walk you through one of my favorite ways to boost online course sales. It’s a sales and marketing channel I’ve used successfully for both my business and my clients. 

Spoiler alert: it’s email marketing.

But there’s more to it than just sending emails and hoping they somehow bring in sales.

We have to start with a good strategy by identifying bottlenecks, finding growth levers, and creating an email marketing strategy that works as a powerful sales engine. 

So yes, while straightforward, it does require you to take a moment to look under the hood of your business and figure out what’s holding you back.

But I assure you, the time and effort you put in will absolutely be worth it.

Here’s how to turn your email marketing into a high-impact sales machine.

Step 1: Identify Bottlenecks In Your Online Course Business

Let’s face it—every business is a work in progress. 

Even if you’re doing a fantastic job, there’s always room for improvement. 

After working with dozens of online course creators and coaches, I’ve developed a handy model to pinpoint those sneaky bottlenecks that might be stalling your growth. 

The first thing you want to do is map out exactly how your business gets leads and sales.

Every course creator has a similar basic structure in their business:

Traffic Generation: You need at least one solid strategy to bring traffic to your business.

Lead Capture and Nurture: This is your incubator, where you convert visitors into leads.

Sales Funnel: Finally, you need a streamlined process to turn those leads into loyal customers.

These stages are the gears in your business machine, each with a gateway that moves people from one stage to the next. 

Now at this point I’m probably not telling you anything you don’t already know… 

But here’s where it gets interesting: mapping out these components can reveal missing links or underperforming areas in your process.

For example… I recently started working with a course creator and the first thing I did was map out his business:

When we looked at the numbers it was very obvious they are great at getting eyeballs on their business.

But their lead capture and sales conversion were lagging behind. 

This bottleneck was clear from the numbers, giving us a targeted area to focus on—building their email list and boosting course sales.

So, how do you uncover your own business’s bottlenecks? 

Grab a piece of paper and start mapping using this simple diagram:

Write out your results and actions over the last 30 days.

1. Document your results (Lagging Metrics):

In the top section of your chart, write down the outcomes you’ve achieved in the past 30 days.

These are your lagging metrics—things like total sales, number of new leads, or course enrollments. They tell you what has already happened in your business.

2. List your actions (Leading Metrics):

Below your results, write down the specific actions you took to achieve these outcomes. 

These are your leading metrics and include activities like email campaigns sent, webinars hosted, or social media posts published. These actions are what drive your results.

3. Analyze the flow of leads through your business:

With both sections filled out, look for patterns or disparities. 

Are certain actions not leading to the expected outcomes? Is there a stage where progress seems to stall? This is where bottlenecks might be hiding.

4. Identify bottlenecks:

Pinpoint where the bottleneck occurs—whether it’s in generating leads, capturing them, or converting them into sales. 

This is what you should be focusing on.

Now, let’s explore some practical examples of how you can take action on these insights.

Step 2: Use Email Marketing To Boost Course Sales

I’ll start by sharing two case studies that will give you some ideas of growth levers you can leverage depending on what bottlenecks you uncovered in the previous step.

Case 1: Maximizing High-Ticket Sales With Email Marketing

Many online course creators new to the space think they need a big audience to make lots of money.

But I’ve found that often, the opposite is true.

It’s less about the size of your audience and more about the strategy of how you build your business.

Let’s look at one expert I’ve worked with.

The course founder is a true expert in their niche, offering a premium $7,000 program. 

With that price point, each client was a significant win for their business. 

When I started working with them, they already had a decent sales process in place, closing 25% of qualified leads over the phone. 

The problem? They didn’t have enough warm leads to sell to.

Despite a solid sales process, their pipeline was running dry due to a lack of warm leads.

Here’s how their business looked like when I mapped it out:

After seeing these numbers, we got to work.

We started by implementing targeted ad campaigns to bring in new leads consistently. 

But increasing traffic into your business without figuring out a way to actually nurture those leads is an exercise in futility.

The real game-changer was setting up an effective lead incubator with two automated email sequences:

1. Indoctrination Sequence: 

This sequence immediately engages new leads, providing them with key information and addressing potential objections. It’s all about building trust and helping leads quickly decide if the course is right for them.

2. Nurture Sequence: 

But as you’ve probably already seen in your business, not everyone is ready to buy your course the very instant they first find you online. 

That’s where the nurture sequence comes in. 

With content-rich emails, this sequence maintains engagement over time, ensuring the course and its benefits remain top-of-mind. 

This way, even if a lead isn’t ready to buy immediately, they’re still getting value and staying connected.

By transforming their lead nurturing strategy, we turned a trickle of leads into a steady stream of high-value clients.

Now, they consistently gain an additional 7 to 10 new high-ticket clients each month from the automated email sequences we built for them. 

All without a big organic following online.

That’s how powerful email marketing can be.

Case 2: Running Cash Injection Campaigns Through Email

Here’s another compelling story of how pinpointing and addressing bottlenecks can quickly turn a business around.

This company was doing quite well.

They were driving traffic to a webinar and selling a $997 course. 

On the surface, their funnel looked good, but remember, every business is a work in progress.

Despite their success, there was a hidden bottleneck preventing them from tapping into more profits. 

Their traffic and sales were strong, but there was a gap in their follow-up process. If someone didn’t purchase immediately from the webinar, they’d maybe get one email a month—if the team found the time.

This meant there was a sizable group of people who had shown interest but were left hanging without consistent communication. 

That’s when we stepped in to change the game.

We saw an opportunity here and decided to implement what we call “cash injection campaigns.”

These are monthly promotions designed to re-engage and convert leads into paying customers. But here’s the secret sauce: these campaigns only work if you’re consistently nurturing your audience and providing ongoing value.

Two Simple Levers:

1. Enhanced Nurture Strategy: 

We made sure every lead received regular, valuable content, keeping them informed and interested. This consistent engagement laid the groundwork for successful promotions.

2. Cash Injection Campaigns: 

With a nurtured and highly engaged audience, we rolled out monthly promotions. These campaigns were strategically crafted to offer irresistible deals that converted interest into sales.

Pulling those two levers in just a few months, we generated an additional $100k in sales from their email list.

I don’t know about you, but pretty much everyone I know is happy with an extra $100k in their account.

This success came with zero additional cost for lead acquisition, as the groundwork had already been laid.

They had already spent the money to acquire those leads. 

We just got them warmed up and made them some offers.

Again… a powerful example of finding bottlenecks in a business.

It doesn’t have to be complicated. 

There’s usually just a few easy to pull levers that make a huge difference in a business.

When you look at it this way you know exactly what to focus on.

You can get quick results by focusing on the high-impact stuff first.

And it creates cash you can put into your bank account to invest in other things.

You start making more money with the stuff you already have in your business before running off and going and making new things (which takes time).

Step 3: Implement Email Marketing Best Practices For Increased Course Sales

Now that you’ve identified bottlenecks and have some ideas on what growth levers to leverage, it’s time to fine-tune your email marketing strategy by implementing these best practices. 

These strategies will not only improve your course sales but also enhance the overall experience for your subscribers.

1. Segment Your Email List:

Start by dividing your email list into different segments based on criteria such as past purchase behavior, engagement level, or demographic information. 

This allows you to tailor your messaging to specific groups, making your emails more relevant and impactful. 

For instance, you can send targeted content to new subscribers, while offering exclusive deals for upsells or continued subscriptions to loyal customers.

2. Personalize Your Content:

Personalization goes beyond just using a subscriber’s name in the email. 

Incorporate personalized recommendations, tailor your messages based on user activity, and address individual needs and preferences. 

Personalized emails can significantly increase open rates, engagement, and course sales.

3. Optimize Send Times:

Experiment with different send times to determine when your audience will most likely engage with your emails. 

This can vary based on factors such as time zones, user habits, and industries. 

For example, with one of my clients who sells courses to accountants and bookkeepers, we find that the best send times are within office hours. 

But for a client who sells fitness courses, we find that the best send times are during weekends and after work.

By sending emails when your audience is most attentive, you increase the chances of your message being seen and acted upon.

4. Craft Compelling Calls-to-Action (CTAs):

Your emails should have clear, compelling CTAs that guide your subscribers toward a specific action, whether it’s enrolling in a course, attending a webinar, or downloading a resource. 

Use action-oriented language and design your CTAs to stand out within your email.

5. A/B Test Your Campaigns:

Regularly test different elements of your emails, such as subject lines, content layout, images, and CTAs. 

A/B testing allows you to identify what resonates best with your audience, helping you refine your approach for greater effectiveness.

6. Analyze and iterate:

Continuously monitor the performance of your email campaigns using data analytics. 

Pay attention to metrics like open rates, click-through rates, and conversion rates. 

Use this data to identify what’s working and what needs improvement, allowing you to make informed decisions for future campaigns.

By implementing these best practices, you’re setting the stage for a more effective and dynamic email marketing strategy. 

These strategies not only optimize your sales funnel but also create a more engaging experience for your subscribers. 

Remember, the key to success is continuous improvement—keep testing, analyzing, and refining your approach to achieve the best results.

Sum Up: How Do You Plan To Make Your Next $100k?

Alright, let’s recap and get you ready to increase your course sales with email marketing.

Here are 3 simple steps to increase your course sales through email marketing:

1. Identify bottlenecks: 

Start by taking a close look at your business operations. 

Map out your lead generation, capture, and sales processes to uncover any bottlenecks that might be stalling growth. 

This insight is your starting point for meaningful change.

2. Brainstorm ways you can use email marketing to boost sales: 

Once you’ve identified those key areas for improvement, leverage the power of email marketing.

Whether it’s through nurturing sequences or cash injection campaigns, strategic email marketing can transform a dry sales pipeline into a lucrative revenue source.

3. Implement email marketing best practices:

Fine-tune your approach by embracing best practices like segmentation, personalization, and optimization. 

Regular testing and analysis will ensure your emails are hitting the mark, driving engagement, and converting leads into loyal customers.

By putting these strategies into action, you’re not just setting the stage for increased sales—you’re positioning your business for sustainable growth. 

Imagine the impact of an additional $100k on your bottom line. More importantly, think about the possibilities that open up when your email marketing strategy becomes a well-oiled machine.

Now it’s your turn… 

What’s the next step for your course creation business?

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