The intent behind all email messages is a measurable outcome.

Depending upon your software, using different methods of CTAs you can move people onto lists e.g. A) for those looking at a brochure, and B) for those who request a call, as mentioned above.

In addition, people could book on an info night, or could call in to discuss a program, depending on the promotional intent (and the list/stage in the funnel).

There are several different types/approaches to emails you can take, including the following…


This can be sent out weekly if you have something interesting for them to read, and acts as a way to give:

• Sales messages/Offers
• Upcoming course dates
• Blog content from the week

You may want to create personalised newsletters based on ‘list membership’ too, but this is a more advanced step in the process.

Tip: Create a list with the most engaged people from your newsletter (i.e. those who click links within the email, visiting ‘offer pages’ or blogs). This is handed to the sales team for follow up, where appropriate.

Aim for an open rate in excess of 25%, but it is really dependant upon who you have on your lists.


For individuals who have not yet attended a session, and are primarily Leads or MQLs, you can email info on upcoming evenings to drive sign ups.


If you run niche events for your community e.g. Women in Tech sessions, then make sure your sales team needs to keep adding ‘Gender’ to people’s records, so you can in turn create lists – then you can email this lists.

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If you know year on year there is a specific ‘quiet month’ e.g. December or August, you may offer a 2 for 1 for bookings taken during this time.

In order to make the most of this approach, look at:

• Email promotion to segmented list (i.e. non-customers)
• New landing page for offer

Offer promoted on:

• Facebook (new targets), and Facebook (retargeting to existing visitors), Facebook (retargeting to lists)
• Adwords – included in Ads for relevant Search Terms, and remarketing to a) visitors (i.e. not opted in yet), and b) those who have opted in.
• Social – via all profiles

As always, you may want to A/B test various factors to see how a smaller sample size responds before sending it out en mass.

Example: In one campaign we did a split test to a sample size of 300 people each for: 2 for 1, and 50% off
Before determining the best option to send to the rest of the list.

Note: Subject line is the primary factor that influences open rates (so we split test the location of e.g. ‘50% off – Special Offer’ at the start vs. ‘Special Offer: 50% off’; ‘Offers’ will determine the response rate.


Let’s say you have 550 people on a Customer list, but only 361 emails are sent due to the ‘suppression list’ – some software operates on preventing further marketing emails if 12+ emails are unopened.

Even with a 50% open rate, you are still missing the chance to communicate with hundreds of people.

This suppression can be bi-passed by an individual sending to a contact directly. As such you should consider personal one-on-one emails much more for Customers, than generic Product emails.

Tip: Having segmented the list of suitable candidates, considering running a ‘precampaign’ for a ‘Check in’ with one of the Directors or a senior figure in the business – mailing to a small list to book an appointment, i.e. soft selling the program – the conversion rate was excellent.


If you have a new program, you may want to warm people up with a suitable content offer e.g. an ebook, before informing them of the Course you are promoting.

Those that click can be added to a list e.g. [SALE CALL LIST: e.g. NEW COURSE] for follow up by the Sale Team, once the launch has happened.

Then you can send the promo email with course information, and e.g. over a period of 4 weeks post a series of blog posts on the subject, all of which have CTAs through to the Product landing page.

Again, anyone who clicked a CTA can be added to the list, assuming they’ve opted in.


Ultimately you probably want to automate as much of the processes of sales and
marketing as possible.

Tip: Don’t automate until you know what is working!

Using email sequences via the Sales Team before you set up your email marketing automation, you will garner the much needed feedback as to what people want and what they will respond to when emailed.

With an open rate of only 25% (avg.) for historic generic emails you will be losing interactions with 3 out of 4 people. Instead look to drive them via email to either a) get on a call, or b) attend an event, or c) book on an online meeting with a sales team member or d) book into webinar.

Without feedback on every email sent you are going to fail to even engage the 25% that do open.

Note: ideally each workflow you use will have a GOAL e.g. moving people from MQL to SQL etc.

Once we know what works, you can look to optimise the funnel.


Approach your lists with different emails sequences, and use your automation tools as a method of quickening personalised focused communication. This allows for more nuanced communication based on any factor in their record (e.g. location, company, job role, course interest, website product page visits, blog visits, TOTF downloads, source info e.g. PPC keyword, campaign etc)

Tip: even with basic software you can still use templates to prevent having to rewrite the same core information every time.


To do email marketing well, you need a plan – but the opportunity you have is sizeable when done right.
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