Marketing automation for training and education: 5 workflows to convert your leads

Each industry requires a different workflow when implementing your marketing automation strategy. If you are into training and education, we created 5 automated workflows to convert your leads into clients that you will find very helpful. Below are five scenarios that you can benefit from when preparing your campaign.

1. Course Cart Abandonment
2. Course Order Completed
3. Course Start Welcome Sequence
4. Push to Getting Started
5. Course Completion Reward

If you’re offering the course in return for a fee, you need to create an abandoned cart workflow automation which reminds your leads who have already added their course to their shopping cart but left without completing their orders.

To build this automation, you have to choose the trigger “Abandoned Cart” and allow a time delay (i.e. 2 hours) before sending your first email.

For those who may not respond, you have to resend them another email follow up a few days later, reminding them what they left in their cart and to take action as soon as possible.

When sending a series of cart abandonment messages to those who add your course in their shopping cart but left without completing their purchase order, your leads might respond and go back to where they left to purchase the course.

In this case, you should have a workflow which says that once they complete their order you wait for a few minutes then send them a confirmation email with the details of the course and remove them from the cart abandonment automation.

When your contacts sign up for your course, you need to send them a welcome email, followed by a series of other emails to nurture them until they complete the course.

To build your automation, you can allow a few minutes after opting in to your list then send your first welcome email, thanking them for subscribing to the course and including a brief summary of what they will learn from this course.

Then a few days later, you can send them an email talking about a particular lesson and the key takeaways that it provides. The email sent the day after will be different from the previous one, highlighting another lesson.
The good thing about these emails is that they can address segments who already started the course as well as those who have not taken any action yet.

Part of your contacts may sign up to take the course but never get started. In this case, it would be a good idea to push users to start the course by reminding them about the course benefits and the need to start taking the lessons.

To build your workflow automation, you need to set up the proper trigger and conditions. VBOUT can detect whether or not the user has started the course according to specific criteria that should be met.

One of the conditions that you can set is defining your lead scoring parameters and assigning a particular grade for contacts who click on any of the lesson pages (i.e: giving 5 points to anyone who reaches a destination URL). This indicates that whoever earns a score of 5 has started with a lesson after signup.

Then, you can create a “Custom Event” trigger in which you specify to send the follow up course email to those whose score is less than 5.

When your contacts finalize the course, they are likely to receive a certification and a badge that they can add in their email signature for credibility.

After they complete all lessons, you can send them to a destination URL (i.e thank you page or certification page) in which you congratulate them for completing the lessons and in which you ask them to check their email that might include the major steps they must follow to download and get their certificate and badge.

To craft your workflow automation, the trigger that should be selected is “Reached Goal”, in which you choose your destination URL after all lessons are completed, and send your reward email.

After a few days, you can resend them an email that they can still sign in anytime to re-watch the lectures, access the slide decks for each lesson and offer them an option to sign up for other courses they might be interested in order to grab their attention about any future courses to be launched soon.

We hope these automations are useful to convert your course applicants into loyal customers and push them to stay tuned for future courses you might be launching.

Make sure the workflows you build don’t interfere with each other and that these automations won’t work properly if you don’t clearly set up all the required conditions.

Want to access the full library of email automation templates, check this tool.