Your users must be up to date with the activities you carry out on your training platform, regardless of whether you are an organization dedicated to training or the human resources team in charge of developing your company's talent.

For this, email marketing is one of the best tools you can have, since it allows you to reach your students directly in their email, without the interference of social networks or the competition of google search engines.

Before starting your email marketing strategy, you must define your target, that is, how is the person who participates in your courses. What needs do they have? What problems do they have that you can solve on your platform? What is their professional profile and how do your courses fit into it? With this you can begin to define the types of emails that you can send them. Remember, we are interested in sending them emails with quality and relevant content for them, so that they want more and access our website.

We can differentiate three types of emails to send to our users. The first is automated emails based on the actions that the user performs on your platform. For example, the welcome email when registering on the website, the confirmation of the inscription of a course or the reminder of a session.

From your Foxize Cloud backoffice you can automate all these emailing simply by activating or deactivating the option that you will find in the "Emailing" section within "Settings".

This type of email is useful for us and for the user to keep track of their activities. In addition, with these reminders the user will be more active on the web.

On the other hand, we have personalized emails that you will find in the "Marketing"> "Email templates" section. This type is very useful to disseminate our courses through segmented email campaigns.

Email segmentation

It doesn't matter what the purpose of your training platform is. You can be a business selling online and face-to-face courses, or an HR team that wants to train its employees and develop the talent of its company. Regardless of the purpose, segmented email marketing campaigns are ideal to incentivize your users to take actions on your platform. It allows us to get our content and featured course to those people who may really be interested, thus increasing the conversion rate. In short, the more interesting the content we send to the user, the more likely they are to access it.

Before starting to develop our email campaigns, we must first define the path that users take from when they enter your website until they buy or take the course. That is, think about our conversion funnel.

A conversion funnel defines all the layers that a user goes through. Obviously, along the funnel we will lose the interest of the users, the conversion will never reach 100%, but as a result we will have an active user base that is committed to our platform and our courses. By defining a good conversion funnel, we can optimize this process.

Stratum Agency defines three major phases within this funnel:

• Exploration stage: The user has found your school online through a search engine such as Google or has accessed your company's learning platform that their colleagues have talked about so much. The objective of this stage is to attract the attention of the user with relevant content on the web so that they register on your platform and thus obtain their contact information and be able to send them emails. Having free courses or interesting materials in your library are good claims and work very well as lead magnets.

• Consideration stage: Now that you have the user's consent to use their email, you must begin to build a relationship of trust and become a reference in terms of content of interest. This is the phase in which email marketing becomes important.

• Decision stage: The user trusts our criteria and is interested in our products. It is time to offer courses from your catalog to buy or enroll in them. At this point it is important to keep track of what stage of the purchase / registration they are in to encourage their purchases. For example, you have sent a person a segmented email for a specific course. From your control panel of emailing results in your backoffice you can see that they have opened the link to the course, but that they have not enrolled yet. You can offer a discount coupon in another email to encourage the purchase of the course.

Having seen how a conversion funnel works, let's see below how we can use it to create effective email marketing campaigns based on two examples: The first from the point of view of a user and the second from the point of view of a course.

Case A: new user

In this case, we want the new user to access our website on a recurring basis so that they can learn more about our course catalog, build loyalty and finally buy one of our courses.

The user finds a free online course on our platform through Google on the subject of "Design", and they register to the platform to take it. We already have their email information. Your Foxize Cloud platform will automatically send a welcome and an inscription confirmation email to their email account. When the user has finished the course, they will receive another automated email to leave their ratings.

Now that we have registered the user, we enter the stage where we must earn their trust. To do this, we can email them periodically (every 7 or 15 days) with a series of resources, templates and ebooks related to the subject that interests you them. With the Foxize Cloud "Send email" tool it is very easy to segment users by their preferences in themes and sub themes.

From our campaign results control, we see that they are interested in the type of materials we are sharing, because they open the emails and click on the links.

We have scheduled a live-classes course near their city and the subject of their interest, design. We will email them promoting the course. It seems that they are interested and finally enrolls in the course. Success!

Case B: dissemination of a course

In this case, we will focus on how to disseminate a new face-to-face course so that platform users can sign up for it. This new course is on the theme "Design", and will be held in a month.

We want people to sign up well in advance of the course, therefore, we will send a first segmented email before 30 days of the course to users with interests in the theme of "Design", who are in the city where the course will take place. In the email, we include a coupon to offer a discount to those who sign up for a limited period of time, just for early birds.

Within 15 days, we send an email with the highlighted course to the entire database.

Before 7 days of the course, we will email all the people to whom we sent the first campaign but who did not register to remind them that there are the last places to register and give them a sense of urgency. We can include a new coupon to finish incentivizing them, if we didn't do it before.

Finally, we will send an automatic email 48 hours before the session to the registered users to remind them of the place and time of the course, and the material they need to bring or the exercises they must do prior to the course.

Now you will understand a little better how email marketing works and how you can take advantage of it on your Foxize Cloud platform.