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How to Use Email to Market Your Training

Posted by Rachel Martinez on Feb 7, 2017 5:30:00 AM

Rachel Martinez >

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So, you’ve taken the time to create compelling eLearning content. Why, then, are you still seeing such low course enrollment and completion rates?

The answer may not be in the training itself, but rather in your marketing plan. It’s an essential component of any successful customer training strategy, which is often overlooked. For this reason, we’ve put together four tips to help you effectively market your training through email.

Continue reading to learn more:

1. Use marketing automation

It’s a common scenario. Let’s say some of your trainees start a course, but drop off partway through. Or maybe they finish the first course in a series, but haven’t moved onto the second one yet. What can you do to increase completion rates?

Don’t just wait around, hoping your students will pick training back up on their own time. Make sure your marketing automation system is integrated with your LMS. Customer training teams will then be able to promote users’ progress in their training portal. Specifically, they can use the tool to email any unengaged students, encouraging them to continue.

2. Build drip campaigns

If you haven’t already done so, add drip campaigns to your customer marketing toolbox. When implemented correctly, these types of campaigns serve as friendly reminders for your students.

Now, you might be thinking this sounds similar to the example above. But the main difference is what triggers your automated message. Drip campaigns deploy after a specified timeline, rather than a certain action (or lack thereof). For example, you might send email X one week after a student registers for your course, then send email Y another week after that.

3. Implement A/B testing

In marketing, A/B testing is often used to determine whether one subject line or call-to-action will perform better than another. But it can also be a valuable tactic for customer training teams looking to increase engagement.

For instance, would students be more interested in your course on industry best practices, or your course on the fundamentals of a specific topic? If you’re not sure, conduct a test. Simply create two emails with a different featured course in each. Then split your email list up, send out both versions, and see which gets better results.

4. Nurture customers & prospects

Looking to expand your existing training program? With an email strategy in place, you can reach more than your usual list of trainees.

In fact, some organizations are already using on-demand training for lead generation. It’s a win-win situation. Companies are able to nurture customers and prospects, who may not have engaged with them otherwise. In turn, email recipients gain access to valuable information, which can can help them succeed in their positions.

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Topics: Training, Marketing

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