Creating an Email
Funnel for an Ed-Tech
This presentation outlines a
strategic plan for creating
an effective email marketing
funnel for "Finishing
School," an EdTech product
designed to help individuals
secure and thrive in their
first job.
Presented By : SURAJ SINGH
TASKS OVERVIEW
Strategic Marketing Plan
Squeeze Landing Page for Email
Collection
Email Marketing Campaign
Sales Page and Cross-Selling
Introduction: Finishing School
At our Finishing School, we bridge the divide between the
academic learning and the required professional success.
Our skill development courses are thoughtfully designed to
help you with the important abilities required to excel in
today's highly competitive job world.
The Solution
The Challenge
Develop a comprehensive marketing funnel
Increase sales of "Finishing School," an to effectively guide potential customers from
EdTech product priced at Rs. 50,000 that initial engagement to conversion, leveraging
equips learners with essential skills for strategic planning, email marketing, and
landing their first job. targeted landing pages.
Task 1: Strategic Marketing
Plan
1 Market Research 2 Marketing Objectives
Gain a deep understanding of Define clear goals for promoting
the target audience's needs, "Finishing School," such as
preferences, and challenges increased brand awareness,
related to entering the job lead generation, and sales
market. conversions.
3 Strategic Tactics
Identify key strategies and tactics for attracting, engaging, and converting
potential customers across multiple channels, including social media,
content marketing, and strategic partnerships.
TASK 1
Strategic Marketing Plan
Conduct market research to understand the target audience's needs,
preferences, and pain points related to entering the job market. Define
clear marketing objectives and goals for promoting "Finishing School".
Identify key strategies and tactics to attract, engage, and convert
potential customers, considering channels such as social media,
content marketing, and partnerships.
TARGET AUDIENCE
Recent Graduates and Final Year Pain Points:
Students of Age 18-25 years old. There is a very high competition for a single job
position. The cost barrier as the cost of some skilled
courses are very high which cannot be enrolled by
some learning enthusiasts. there is a lack of career
Young Professionals who wish to guidance as sometimes people are not clear about
which career to choose.
improve their skills of age 25-45 years.
Preferences:
Career Switchers who wish to switch Online Learning Short
term programs
their career from some other field by Relevant certifications
learning new skills Job Assistance
Age Group : 18-45 years of age group
TARGET AUDIENCE
Demographics Psychographics Behaviour
Location: Urban and semi-
People want to grow in career : Online Digital Platforms : As the
urban areas of India, with a
The target audience will include large group of people prefer to
focus on Tier 1 and 2 Cities.
the people who want to grow in have online digital platforms for
Income Bracket: Middle to
their field. People who wish to leaning to save their travelling
upper-middle-class
upgraded them with new skills time. Social Media Users: Target
individuals, or families with
: This will include learning new audience we are looking for are
disposable income willing to
skills with time to stay up to so much involved into the social
learn new skills. Education
date. People who fear of media world. Cost conscious :
Level: College graduates,
competitive market: The target People today do care for the
students in their final year, or
audience will also include cost they are paying and the
professionals with at least a
people who know the value which they are getting in
bachelor's degree.
competition in the job world return for the course.
and wish to be ahead of others.
MARKET RESEARCH
Surveys
We will develop surveys with targeted questions to gather insights on what the audience is seeking
in a job and the challenges they encounter during their job search. These surveys will be distributed
across various online platforms, such as social media and Google Forms, to effectively reach our
target audience.
Online Forums
We will actively monitor and analyze online forums (like Quora and Reddit), social media (especially
LinkedIn), and job boards to identify common issues and preferences among our audience.
Engaging with the Audience
We will host webinars and Q&A sessions to engage with potential candidates and receive their real-
time feedback. Additionally, we will create an online community where individuals can share their
experiences, seek advice, and discuss job-related challenges.
COMPETITOR ANALYSIS
OBJECTIVES & GOALS
Increase Brand Awareness Lead Generation
Objective: Boost brand awareness Objective: Gather email addresses
and visibility across multiple online from potential customers. Goals:
platforms. Goals: Increase brand Accumulate 5,000+ email
awareness by 30% and grow website addresses within the next 6 months.
traffic by 40% over the next 6
months.
Increase Brand Awareness Website Engagement
Objective - Convert leads and Objective - Improving users
enquiries into enrolled students. engagement and experience on our
Goals - Achieve 10-15% increase in website Goals - To increase visiting
Lead-to-Enrollment conversion rate duration by 10-15% and Lower down the
through email follow-ups & content bounce rate of our website by 10% in
marketing in next 6 months next 6 months.
Key Takeaways
Strategic Planning
Thorough market research, clear objectives, and strategic tactics are crucial for creating an effective email
1
funnel.
Targeted Content
2 Delivering high-quality, relevant content that addresses the target audience's needs and interests
is essential for engagement.
Compelling Calls-to-Action
3 Use clear and persuasive calls-to-action to guide subscribers through the funnel and
encourage conversions.
Data Analytics
4 Monitor email performance using data analytics, allowing for ongoing
optimization and adjustments to improve funnel effectiveness.
STRATEGY & TACTICS
STRATEGY & TACTICS
Attract Potential customers
We will be using different tactics and strategies to attract potential
customers from our target audience.
Content marketing Social Media
We'll produce blogs, videos, and infographics We'll run targeted ads on social media and
on job markets, skills, and interview tips, while create a content calendar to showcase the
using SEO to enhance visibility. unique benefits of our Finishing School.
Partnerships Collaborations
We will partner will top schools, universities, We will collab with some industry experts to
educational consultants and educational have them as our guest lecturers in our
influencers to broaden our reach. school so they can share some real time
experience.
STRATEGY & TACTICS
Enagage Potential customers
We will be using different tactics and strategies to engage with
potential customers from our target audience and try to drive traffic.
E-Book Social media engagement
We will offer free downloads for our E-Books We will use social media to engage with the
by experts to show the insights of what we audience through infographics, polls, QnA
are providing. session etc.
Bonuses E-mail Marketing
We will provide bonuses to those along with We will tell the success stories, informative
the courses to those who will be content through the mails to show what we
downloading the E-Book and signing up to promise to deliever.
encourage more people to purchase the
course
STRATEGY & TACTICS
Convert Potential customers
We will be using different tactics and strategies to convert the
potential customers from our target audience and try to get sales.
Discounts & Offers Success stories
We will offer limited time discounts and also We will be creating content related to the
early bird discount to create urgency. We success stories of our students to whom the
can also provide bonus points to use for course has proved really helpful.
enrolling in course.
Demo classes Course bundles
We will provide demo classes for those We can also offer course bundles at lower
wishing to purchase the course so that they price which will encourage the customer to
can know the quality of content that we are purchase more than one course at a lower
providing. price.
Task 2: Squeeze Landing Page
Captivating Headline Clear Call-to-Action
Craft a compelling headline that Use a clear and concise call-to-action
immediately grabs attention and button that encourages visitors to
highlights the value proposition of submit their email address and enter
"Finishing School." the funnel.
Compelling Offer
Provide an irresistible incentive, such
as a free ebook, webinar, or exclusive
discount, in exchange for email
addresses.
TASK 2
Squeeze Landing Page for Email Collection
Design a dedicated squeeze landing page focused on capturing email
addresses of potential customers interested in "Finishing School." Create
compelling visuals and persuasive copy highlighting the benefits and
value proposition of the program to incentivize visitors to submit their
email addresses. Implement lead magnet and opt-in incentives such
as free resources or exclusive offers to encourage email sign-ups.
Link - http://edufinishing.byethost32.com/?i=1
Task 3: Email Marketing Campaign
1 Welcome Email
Send a personalized welcome email thanking subscribers for joining the list and providing
an overview of what they can expect.
2 Nurturing Sequence
Develop a series of emails that progressively educate subscribers about "Finishing School"
and its benefits, highlighting key features, testimonials, and success stories.
3 Value-Driven Content
Share relevant and engaging content, such as blog posts, articles, infographics, and videos,
that address the target audience's pain points and provide valuable insights.
4 Call-to-Action
Include clear calls-to-action in each email, encouraging subscribers to learn more, schedule
a consultation, or make a purchase.
TASK 3
Email Marketing Campaign
Develop a series of automated email sequences to nurture contacts
collected through the squeeze landing page towards enrollment in
"Finishing School." Craft personalized emails addressing common pain
points, providing valuable insights, and showcasing success stories of
past participants. Gradually introduce the features, benefits, and
testimonials of "Finishing School" through a sequence of emails to build
trust and credibility with the contacts.
OBJECTIVES
The goal of this email marketing campaign is to nurture leads
captured through the Finishing School landing page, guiding them
toward enrollment in our program.
Our key objectives include: ➔ Information – Provide valuable insights
and regular updates about
Finishing School.
➔ Engagement – Deliver personalized content to foster audience
interaction and connection.
➔ Conversion – Send targeted emails with compelling calls-to-action,
driving audiences to enroll in the program.
EMAIL SEQUENCE
Welcome Email with Free E-book Access:
Kick off with a warm welcome and exclusive access to our free E-Book.
Problem-Solution Email Highlighting Common Pain Points:
Address typical career challenges and how our program offers effective solutions.
Email Outlining the Benefits of Finishing School:
Discover the key advantages and features of joining Finishing School.
Alumni Success Story Email:
Be inspired by the achievements of our successful alumni.
Limited-Time Offer Email:
Act now to take advantage of our special, time-sensitive offer.
Re-Engagement Email:
Rekindle your interest with updated information and opportunities to reconnect.
WELCOME E-MAIL
Content
Thank you for signing up. Provide a link to access
the downloadable E-Book. Introduce Finishing
school and highlight its benefits
PROBLEM SOLUTION E-MAIL
Content
We Will address common problems people face during finding a job.
Highlight how Finishing School can help them overcoming those challenges.
Highlights the skill development courses provided by us.
BENEFITS E-MAIL
Content
Detailed features and benefits of Finishing School.
Highlight how our program can give a successful result.
Give Detailed course structure in this E-mail.
ALUMNI SUCCESS STORY EMAIL
Content
Share the Alumni story when he/she joined the course.
The challenges faced by them during learning journey.
Their success after completing the course.
LIMITED-TIME OFFER EMAIL
Content
Will create an urgency by showing limited spots available.
Offer special discounts for early enrollments. Include a CTA
to drive action.
RE-ENGAGEMENT EMAIL
Content
Send to those who have not interacted or engaged with our emails.
Offer them limited time discounts. Include a CTA: Get Back To Track
to drive action.
E-MAIL
BANNER
EMAIL
AUTOMATION
Task 4: Sales Page
Compelling Headline Detailed Features Social Proof Call-to-Action
Create a persuasive headline Clearly showcase the key Include testimonials, case Use a prominent and persuasive
that emphasizes the benefits of features and benefits of studies, and reviews from call-to-action button that
"Finishing School" and its impact "Finishing School," providing satisfied customers to build encourages subscribers to
on career success. specific examples and supporting credibility and trust. purchase "Finishing School."
evidence.
Cross-Selling
Complementary Products Strategic Placement Value-Driven Bundles
Identify other relevant EdTech products or Strategically place cross-selling Consider offering bundled discounts for
services that could complement "Finishing opportunities on the sales page and in purchasing "Finishing School" along with
School," such as resume writing workshops email sequences, targeting subscribers other complementary products, creating a
or interview coaching sessions. who are likely to be interested in additional compelling package for potential
products. customers.
TASK 4
Sales Page and Cross-Selling
Design a dedicated sales page for "Finishing School" that provides
comprehensive information about the program, including course
curriculum, instructor profiles, and enrollment details. Utilize
persuasive copywriting, compelling visuals, and social proof
elements such as testimonials and reviews to convince potential
customers to enroll in the program. Implement cross-selling
strategies by showcasing related products or services that
complement "Finishing School," such as career coaching services,
resume writing workshops, or advanced skill development courses.
Link - http://edufinishing.byethost32.com/sales-page/
Conclusion
By implementing this comprehensive email marketing funnel strategy, "Finishing
School" can achieve its sales objectives and effectively reach its target
audience, equipping them with the necessary skills to thrive in their first job.
THANK YOU
