Email marketing is a cost-effective way to deliver targeted messages, convert leads, and build deeper relationships with subscribers.
Email marketing enables professionals and adult learners to receive timely updates on new course offerings and updates directly in their inboxes. Through emails, training providers can present their most pertinent courses to subscribers, tailored to their industry or area of interest.
With more than ten years of experience in email marketing, we have gained valuable insights into what makes a successful email. Last year, our email marketing service for adult education providers had an average open rate of 56.3% and an average click-to-open rate (CTR) of 6.0%, which is above the education and training sector average of 35.6% and 3.0%, respectively.
Comparison of open rates between findcourses.com and education and training industry average
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#1 Target the right education buyers
Personalized and relevant emails tend to have higher open rates and lower unsubscribe rates. Therefore, the first step in any email campaign is to understand your target audience. Identify their needs and explain how your course or service can help them achieve their goals.
Adult education buyers are typically over the age of 18 and seek to acquire, update, complete, or expand their knowledge and skills for professional or personal development. Through conversations with findcourses users, we’ve discovered that adult education buyers often prioritize courses that are fairly priced, conveniently delivered, and fit into their busy schedules.
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#2 Keep the subject line short
The subject line of your email is crucial for making a great first impression and can significantly impact your open rates. To ensure your subject line isn't cut off on mobile devices, keep it concise—ideally under 60 characters.
Emails with the highest open rates clearly convey the benefits to the reader. For instance, “Multiply your in-person interactions with Primary Care HCPs” , which emphasizes a clear advantage, while “Save 20% on ATD's Industry-Leading Courses.” indicates financial savings. Other effective subject lines create a sense of urgency, such as "Act fast! Discounted Exhibitor Spaces Available," or spark curiosity with titles like "The Burning Question...🔥." To boost your click-through rate (CTR), consider posing a question in the subject line and providing the answer in the email body. High-performing emails often ask questions like, “Are your HR skills up to date?” or “The oil and gas industry is changing. Are you ready to adapt?”
It's also important that your subject line is truthful. If you promise a discount in the subject line, make sure it's included in the email; failing to do so can lead to low CTR and high unsubscribe rates. When offering discounts, don't use exclamation marks or all caps, as this can trigger spam filters. If you're uncertain about which subject line to use, we can A/B test two versions. This allows you to determine which subject line performs best before sending to your entire recipient list.
#3 Provide relevant content
A catchy subject line is your opportunity to make a strong first impression, but how do you keep recipients engaged?The training market is saturated, so it's essential to ensure that your email content is relevant to your target audience. Our users seek high-quality training to help them achieve their goals, so craft an email that explains how your upcoming courses align with user career aspirations.
Our analysis shows that emails featuring specific courses perform significantly better than those providing general information about the training provider. One of our highest-performing emails includes a quick statistic about new skills required in a particular industry, followed by courses designed to help strengthen those skills.
High-performing content might do the following things:
- Highlight an industry-specific course or program.
- Emphasize the user benefits or skills gained.
- Offer something free or discounted, such as a download, webinar, or special offers.
#4 Encourage clicks with calls to action
To effectively engage your readers, start with relevant content and include a strong call to action (CTA). Most clicks occur “above the fold,” so place your key CTA button immediately after a brief text that specifies where the click will take the reader. Our analysis shows that specific CTAs like “view all legal courses” or “take this course” are often most effective.
You should avoid cluttering your email with too many links. At findcourses, we use a 1-link policy to keep our emails clear to follow and out of the spam folder!#5 Timing is key!
Once you've crafted a compelling subject line and a personalized message with strong calls to action, review your email for spelling errors and check all links. Then, it’s time to schedule!
We send emails on Tuesdays and Thursdays, which are the days our email marketing campaigns perform best. Time of year can also be a factor, so try to avoid holiday times like Thanksgiving or Black Friday, when the market might be saturated. Don't forget to book a slot in advance with your Account Manager if you have a specific date in mind..
Are you ready to experience the power of email marketing?Whether you’re new to email marketing or looking to improve your campaigns, we hope our list of best practices will take your emails to the next level. Click below to learn more about how our services will help you achieve your marketing goals
