One of the biggest mistakes new course creators make, is to launch an online course into an empty inbox. You invest weeks (sometimes months) creating your content, then publish and hear nothing but crickets. The fix? Get your email list ready before the course goes live.

Of all the potential assets available to you as a course creator, an active email list is the single most reliable one. Your subscribers are not at the mercy of algorithm changes or social platforms shutting down, as followers are. They subscribe because they want to hear from you—and that makes them much more likely to purchase.

Here’s how to create your own from the ground up.

Give Them a Downloadable Lead Magnet Worth Downloading

No one gives their email address for free. Instead, you need to provide something that can help in return—that is lead magnet.

Call them lead magnets because that is what they are. A lead magnet such as “10 Cold Email Templates That Get Replies” will lure the right people through your funnel if your course teaches freelance copywriting. Make it targeted, applicable and quick to absorb.

Good lead magnet formats include:

PDF checklists or cheat sheets

Short email mini-courses

Templates or swipe files

Free video lessons or workshops

After you have created your lead magnet, put it under an easy opt-in page. Tools such as ConvertKit, Mailchimp or Flodesk make this simple — even without a full-blown website.

Build a Stand-alone Landing Page for Pre-launch

The job of your landing page is: to entice visitors in joining their email list! Keep it simple. All you need is an attention-grabbing headline, a short description of your course content, and a simple sign-up form.

Create a sense of anticipation by presenting it as early access. One copy variation might be “Be the first to know when enrollment opens,” which imbues urgency without pressure. You can also provide a special early-bird discount to subscribers, giving people an added incentive to sign up now rather than later.

Market Your List on the Appropriate Channels

So nobody will visit your landing page, then your list won't grow. You have to promote it and get traffic to your site.

Start with social media — it is simplest to find. Share your freebie consistently on social media where your audience already hangs out. Don't just post once—repeat it. It usually takes seeing it a few times before anyone does anything.

Long-term growth: Content marketing does not work well for rapid growth. Blog posts and YouTube videos talking about your course topic will establish you as an expert, and lead people to go to your opt-in by default.

Partnerships can accelerate things quickly. Contact newsletter owners, podcast hosts, or other creators within your niche and offer to provide some value—be it a guest article for their newsletter, an interview, a content swap.

First, nurture your subscribers before selling to them

Your job is only half done after getting your subscribers to your list. The other half is establishing a relationship with them before you ask for anything in return.

Immediately send a welcome email when someone subscribes. You can introduce yourself, deliver the lead magnet, and set expectations for what they will get from you. From there, try to send one email a week leading up to your launch.

Your pre-launch emails should inform, inspire or entertain — not sell. Offer tips on your topic, talk about your own experiences, and counter objections or satiate questions that are common with your audience. When open enrollment comes, subscribers will trust you.

Time Your Launch Sequence Strategically

Once you’re ready to launch, provide your email list with a sense of urgency. Launch windows of 5–7 days with a clear deadline generally outperform an open offer.

Instead, structure your launch emails around a simple arc:

You are not yet training to leak October 2023. Here's what it includes.

Value – Tell subscribers why this is important to them.

Objection handling – Handle their common hesitations (time, money, is this for me)

Urgency – Enrollment closes soon. Don't miss out.

Even a small list of a couple hundred engaged subscribers can create significant sales if you have established true trust with them.

Your List Is Your Launch

Building an email list takes time, but it pays off. This is a potential buyer on launch day — and future advocate for everything you create after.

Start with one lead magnet. Build a simple landing page. Provide content that helps people and show up in their inboxes. Do it over and over, and you’ll have everything required for a successful launch.

Read more about this topic: Online Course Launch