How to improve learner take-up with an engaging communications plan – Part 1: Email marketing

You’ve developed a great piece of learning. The content is engaging - it’s visually appealing, designed well in accordance with objectives and has received fantastic feedback from all stakeholders. So why aren’t your learners coming onboard?

In a series of blog posts Brightwave’s marketing team aims to provide practical tips and advice to help you form a successful communications strategy to support your learning.

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In the current financial climate many organisations have to focus all efforts on outward-facing marketing. This is, of course, necessary in order to mitigate the effects of the recession. However, it also has a knock-on effect on the level of communication support marketing can offer internal departments. Successful uptake is an essential step to a course making a positive business impact. So second to making all training mandatory, what can be done in order to encourage learner participation?

Overcoming the barriers

There are many factors which affect take up; accessibility, technology, culture and timing, to name but a few. Good communication can help overcome many of these so use it rather than let it become a barrier in itself.

Often the first point of contact with many e-learners is email. But before you press send, consider if it's the right tool for you. Email marketing is ideal when:

• There is a large volume of learners to target
• Learners are split over multiple sites
• The training isn't mandatory [although still useful as a reminder]
• The subject is less appealing - perhaps not an obvious part of an individual's job - and learners need a bit of extra context and encouragement

And of course, e-shots can be used for:

• Launching a new course
• Promoting an existing course
• Communicating course updates
• Recommending 'related courses'
• Keeping in touch with your learners
• Representing your department and your organisation's brand values

Email campaigns are a favoured marketing tool because they're extremely low-cost. However, they can only be considered as ‘cost effective’ if they work.

How to use email marketing effectively for learning

We’ve all been a victim of poor email marketing - usually on a daily basis - and it’s often a result of people relying on the tool for the answer. The following guide will ensure your email is fulfilling its potential and getting your learners to act:

Take from this what you will - but at the very least keep in mind that the art of capturing a responsive audience is down to targeted, personalised and engaging messaging. If you take only this advice, you’ll be on the right path to improving learner uptake.

Samantha is Marketing Administrator at Brightwave.

You might also like:

• Putting design into context
• Font of all knowledge
• Less is more - no tragedy

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