Email Marketing Campaign for Yoga E-Course
Iulia Ghevrea
Project: "Soul Stretch: Elevate Your Life with Yoga"
"Soul Stretch" is a unique yoga e-course targeting wellness entrepreneurs seeking mindfulness for a better work-life balance. It allows these busy bees to learn yoga online at their convenience. The primary aim, you ask? To help them unplug, unwind, and stretch out the stress, having them greet each day with a serene ‘Nama-slay'.
Objective
The primary objective was to develop an effective and engaging email marketing campaign, intending to boost course sign-up rates, motivate students, foster relationships, and encourage course completion.
Approach
1. Subscriber Acquisition Strategy:
A multi-tiered approach was used to grow the email list:
- Content Marketing: High-quality blog posts providing valuable yoga advice were written. At the end of each blog post, there was a strong CTA encouraging individuals to sign up for the newsletter for more valuable content.
- Lead Magnet: I started by creating an enticing lead magnet - a free "7-Day Mindfulness Yoga Challenge" all delivered via email. It's a simple, beginner-friendly program that allows prospects to dip their toes into the world of yoga. Plus, it comes with daily motivational emails and resources to help users stay on track. This lead magnet is promoted across all channels to encourage potential subscribers to sign up.
- Affiliate Marketing: Collaborated with micro-influencers in the yoga niche, wellness bloggers, and existing students who referred others to the course in exchange for a commission.
- Pinterest Marketing: Compelling pins were created to deliver value to potential subscribers with topics like 'Top 5 Yoga Poses for Stress Relief.' These pins were linked back to the lead magnet sign-up page. Most of the pins were videos and I employed SEO strategies to reach a more extensive Pinterest audience interested in yoga.
- Instagram Stories Strategy: I curated an Instagram Stories calendar filled with interactive content like quizzes, mini workouts, and student testimonials. Links were always used in Stories making it easier for viewers to visit the e-course sign-up page. Additionally, I recommended collaboration with influencers for 'Story Takeovers' to increase reach and engagement.
Email Marketing Campaign Strategy
Once they're part of the "Soul Stretch" family, our email marketing strategy takes the helm:
Welcome Email Series:
This is the first point of email contact we make once they've signed up for the lead magnet. The series begins with a friendly welcome email introducing the subscriber to our e-course and community, followed by a few emails that provide valuable content from the course, reinforce the benefits of practicing yoga, and build anticipation for the upcoming journey with us.
Subject Line: Welcome aboard, Amanda! Ready to Stretch Your Soul? 🧘🤸♀️
Promotional Emails:
The promotional emails are thoughtfully designed with the right balance of value, relevance, and offers. These emails provide information on course content, share inspiring testimonials, and offer exclusive benefits for early course enrollers.
Subject Line: Meet Your Inner Zen-ius! Early Bird Yoga Passes Inside 🧘🕊️
Reminder Emails:
I create timely reminder emails to keep subscribers informed about course commencement dates, payment deadlines, and any sessions they might have missed. It's a nifty way to keep our community informed and engaged.
Subject Line: Last Call! Don't let your Zen-ius pass slip away! 🕰️🧘♂️
Course Engagement Emails:
These emails are designed to enhance the course experience by sharing additional yoga resources, hosting Q&A sessions, offering personalized yoga advice, and encouraging active participation.
Subject Line: Welcome to the Zen Zone - Tips, Tricks & Tater Tots inside (okay, maybe not the Tots) 🧘♂️🍟
Follow-up Email Series:
Once the course is completed, I send individualized follow-up emails that share the subscriber's progress, request their feedback, and provide pre-enrollment options for upcoming courses. A final email provides ways to stay engaged with the community and extend their yoga journey.
Subject Line: Amanda, high five and THANK YOU! 🙌💖
The campaign includes detailed audience segmentation, dividing subscribers into subsets based on their knowledge and interest in yoga. Segmentation included groups such as beginners, intermediates, and individuals interested in yoga.
I consistently track essential email metrics to make informed decisions for optimizing email campaigns.
Aren't emails boring? Not these! I utilized uplifting designs that mirror the brand vibe of the e-course, with intuitive CTAs to improve interaction. Of course, I keep them mobile-friendly. With this strategy, a significant number of subscribers [reached the initial target of 1000 subscribers] were organically attracted towards the e-course by leveraging the reach and engagement of Pinterest and Instagram. This process also helped in building a strong online community around the course whilst catering to the informative needs of the subscribers.
Why I'm Crushin' on > Flodesk < for this Email Campaign 🥰💻
- Designer-Worthy Emails, No Degree Required: Create stunning emails that even Picasso wouldn't be able to hit delete on. And, you won't need a 4-year design degree to make them, touche! 🎨
- Templates for Days: No need to start from scratch! With a buffet of gorgeous templates, going "off-brand" is as rare as unicorns in rush-hour traffic. 🦄
- Unlimited Subscribers? Yes, please 👭👬: You can have more subscribers than there are cat videos on the internet (and that's A LOT). The limit does not exist!
- The Segmenting Game is 💪: Tailoring your emails specifically to Amanda, Ben, or Claire has never been easier. Think of these segments as your VIP zones, making your peeps feel special, one email at a time.
- Advanced Analytics at Your Fingertips: Wanna know who clicked what, when, and why? We've got data that's more intriguing than a season finale cliffhanger. 📊
- And much more...so start using Flodesk [click here!]
Nudge Nudge, Wink Wink 😉: Just a heads up folks, this presentation may have affiliate links. So if you fancy clicking and getting involved with Flodesk, it might just line my pockets with a few extra pennies at absolutely 0 extra cost to you [but do you fancy 50% OFF your 1st year of Flodesk?]. It's like buying me a virtual coffee - except I'm caffeine intolerant. So, basically, you're saving me from the jitters - Thanks! ☕️🙌
IMPORTANT NOTES: this project is for portfolio purposes only. The strategy outlined here was successfully applied to a client in the past. However, to maintain the agreed privacy, I have adapted and replicated the same strategy by presenting it in the context of "Soul Stretch: Elevate Your Life with Yoga" - a hypothetical yoga e-course of the hypothetical yoga classes brand PoseNProsper, I created for this presentation while safeguarding the privacy of my client. Also, everything you see here - the words, the ideas, the epiphanies, the dad jokes, and the questionable puns, they're all cooked up by yours truly.
All the content included in this project is protected by copyright. Translation: Please don't reproduce, duplicate, replicate, or do any -cate thing to the content from Project: "Soul Stretch: Elevate Your Life with Yoga" without getting my flaming thumbs up first. ✋⛔️
And if you've got your heart set on sharing the love, fab! Just gimme a shout, and we'll figure it out, because sharing's caring, right? Just remember, consent is sorta like sunscreen - non-negotiable! ☀️😎 So, let's keep things kosher and on the straight and narrow, and we'll all stay besties. 🌈💖
