A Step-by-Step Guide: How to Make an Email Funnel for Online Course Launches

Launching anything online can be thrilling and a little nerve-wracking at the same time. You’ve done the hard work of creating quality content, but how do you ensure that it reaches the right people? That’s where the email funnel comes in — a way to strategically move the needle with your subscribers, from curiosity-driven sign-up to paid conversion.

This post explores all you need to know about setting up a well-performing email funnel which is particularly designed for promoting your online course launch. From writing email to irresistible content, we’ve got you covered.

What Is an Email Funnel?

An email funnel is a sequence of emails created to lead your audience through the various stages of the customer journey. It begins be attracting attention, generating interest that leads your prospect to take action (in this instance, enrolling your online course).

You want to be guiding your subscribers somewhere, think of it as taking them through an adventure. During this process you’re answering their questions, dispelling fears and demonstrating why your course is the perfect answer.

Why You Need An Email Funnel for Your Online Course Launch

The Direct Line

Unlike social media feeds, the email you send lands directly in your sub’s inbox. It’s one-to-one.

Creates Trust

You make credibility and convince visitors of your expertise by growing your audience.

Drives Conversions

With a perfectly tailored funnel, your audience not only gains knowledge, they are also inspired to take action.

Of course, now that we understand the “why,” let’s tackle the “how.”

How to Create an Email Funnel for Your Online Course Launch

Step 1: Begin with a Lead Magnet

Opt-Ins Every good funnel begins with an opt-in. Develop a powerful lead magnet that serves as an “intro” to your course. This might be a free PDF guide, a checklist, a mini-email course or a webinar.

Example:
Are you getting ready to release a graphic design course? Use a free “Top 5 Design Tools Cheat Sheet” as your lead magnet.

Your lead magnet should:

• Solve a quick, little problem for your audience.
• Emphasize the value and expertise that your whole course will provide.
• Be easy to consume.

And if someone says yes, you’ll have them in your email funnel.

Step 2: Plan Your Email Series

Now you need to have a plan for your email sequence. Think about your funnel stages and have emails for each of them. Here’s an average (mean) breakdown for an online course launch:

The Welcome Email

Objective: New introduction, set the stage for what follows and deliver the value of the lead magnet.

Your welcome email is your opportunity to make a great first impression. Keep it nice, professional and to the point. Welcome your new subscriber by thanking them for signing up and showing them how your course can help them to achieve their desired results.

Tip: Start with a clear subject line “Welcome! Here’s Your Free Guide to Better Design” that was sure to hook any passing reader.

The Nurture Sequence

Goal: Establish trust and make value offering.

Send 2–4 emails containing valuable, actionable tips or insights applicable to your course you’re about to launch. It’s not time to sell, instead work on showing your expertise.

Example Email 1:
“3 Common Design Mistakes (and How to Fix ’Em)”

Example Email 2:
“My Creative Process Explained Behind the Scenes”

So you’ve created story as a teacher or a mentor.

The Pre-Launch Hype Emails

Goal: Generate expectation and interest.

Now you can tease out your course. Discuss how it’s been created to address a major pain point for your audience. If you have success stories or testimonials, share some of them.

Subject Line Example:

• “Do You Suffer from this Common Ailment?”
• “Big News! Something AMAZING Is Coming Your Way…”

The Launch Emails

Purpose: Deliver the course and promote the registration.

Your launch emails are where you burn it up! Explicitly tell them what your course provides, who it’s intended for, and why it’s worth the investment. Power action with urgency (such as Early Bird pricing or limited enrollment spots).

Key Elements to Include in a Launch Email:

• A describe simply subject line like: “Your roadmap to mastering graphic design”
• Important details of the course (Units, bonuses, cost).
• A compelling call-to-action (CTA) button such as “Enroll Now” or “Secure Your Spot Today!”

Last-Chance Email

Add a sense of urgency leading up to the cart close.

The final of your course launch is really significant. Then send 1–2 followup emails to remind your audience that the countdown is almost over. Emphasize bonuses or a special offers to push reluctant buyers.

Subject Line Examples:

• “Only 24 Hours Left to Join!”
• “Last Chance! Enrollment Ends Tonight!”

Step 3: Develop Compelling Email Content

Your funnel structure matters, but the quality of your emails is what will ultimately determine whether your campaign is a success or not. Here’s how to write emails we all actually want to read.

Tips:

• Benefits-focused – I should see how the course helps my life rather than feature dumps.
• Make It Personal: Create a conversation by using their first name and writing in a conversational voice.
• Incorporate graphics: Insert branded graphics or images to visually break up the text and keep things interesting.
• Social Proof: Testimonials and case studies to provide credibility.

Step 4: Automate Your Emails

You can actually save time by creating automated sequences with an email marketing platform such as Mailchimp, ConvertKit or ActiveCampaign. Automation helps make sure your emails go out exactly when they’re supposed to and reach your customers at the time when they’re most engaged.

Step 5: Experiment with A/B Testing

Try various subject lines, CTAs and send times to see what performs best. Track metrics such as open rates, click-through rates and conversion rates and keep optimizing your funnel.

How to Maintain Traction After Your Launch

When launch time is up, you don’t want to stop engaging with your audience. Use email to:

• Mail follow-ups to non-buyers with other offers.
• Continue to engage current students with extra value added, such as bonus lessons.
• Request testimonials that you can leverage in your next launch.

Transform Subscribers Into Students On An Easy And Seamless Funnel

And a well planned email funnel for course launch will rock your world. With strategic messaging, great content, and well-placed automation, you can usher people into a mindset of not only recognizing the value in your offer, but taking action on it.