17.6% click-through rate helps fill leading climate course
Goal
Convert attendees from Terra.do’s Climate Career Week events to its 12-week fellowship: Climate Change: Learning for Action.
Process
Craft a strategic and compelling lead nurturing sequence that provides value, addresses barriers, and guides readers down the sales funnel.
Result
A success! An average 68.5% open rate and 17.68% click-through rate. For reference, online learning platforms usually receive an average of 33.8% open rates and 7.2% click-through rates. The course saw a total of 46 signups from Climate Career Week (154 in total).
Terra.Do is an online learning platform at the forefront of climate education. It offers a range of courses and fellowships such as the 'Climate Change: Learning for Action' program, specifically designed for professionals aiming to transition into climate.
Goal
Terra.Do wanted a unique post-Climate Career Week sequence that nurtured attendees and converted them to its flagship program ‘Climate Change: Learning for Action’.
This campaign was the perfect opportunity to keep the dialogue going— deepening relationships, providing additional insights, and educating readers further on the topics covered during the week.
Process
In addition to packing the emails with value, I used four distinct psychological levers, each selected to address potential barriers and drive conversions. Here's how each lever was integrated into the emails:
Unity/Cooperation
The first email begins with a strong sense of unity, highlighting the collective experiences of the readers during Climate Career Week. By emphasising their shared commitment and roles in shaping the future, this message fosters a feeling of community and common purpose, which is essential for motivating continued action.
Loss aversion
The second email introduces the concept of loss aversion by pointing out the widening green skills gap and the potential for professionals to miss out on emerging opportunities in the climate sector. It stresses the importance of staying ahead in a competitive field, both for the climate and their careers.
Liking
In the third email, the approach of liking is used by creating a friendly and relatable tone. Featuring images of smiling fellows who are already part of the change, this communication was crafted to reinforce the positive emotions associated with being part of the Terra.do community.
By illustrating how Terra.do supports both personal fulfillment and career advancement, this email aims to foster a connection that feels both personal and impactful, encouraging a deeper engagement with its mission.
Scarcity
The final email introduces scarcity by reminding readers that the opportunity to join the fellowship at a discounted rate is limited. It highlights the closing date for registration and the limited spots available, creating a sense of urgency and prompting quick (but intentional) action to secure a place at a lower cost.
Result
A successful lead nurture sequence that helped Terra.Do fill April’s cohort with 46 learners! The total number of applications was 154.
The open rate averaged 68.5% and the click-through rate 17.68%.
"Sophia is an integral part of our holistic content marketing system. She does a lovely job keeping the content consistent"
