According to MarketingSherpa, 72 percent of people preferred emails as their way of receiving promotional messages. Every day we receive multiple emails of this nature so it’s important to put your school’s best foot forward in your communications. Send parents an interesting email that stands out and is worthy of their time.
Here are our 5 recommendations on how to create successful email marketing campaigns:
1. Have a suitable subject line.
Ensure that your subject line is attention-grabbing, clear and appropriate and that you have mentioned enough to entice the prospective parent to open your email, without saying too much. Hubspot recommends no more than 50 characters for subject lines.
2. Personalise your emails.
Where appropriate, personalise your email. For example, including the parent’s name in a greeting or subject line, or by featuring promotions or information that is specific to them. According to Campaign Monitor, emails with personalised subject lines are 26 percent more likely to be opened. Parents are more likely to feel engaged with your school if they feel that your content is of interest and relevant to them.
3. Keep your contact list organic.
Wherever possible don’t use purchased/borrowed email contact lists. These lead to high bounce rates and can cause Internet Service Providers to see you as spammers. This can potentially damage your brand and even lead to legal implications. Be patient, connect with prospective parents, create interesting content and your list will grow naturally over time.
4. Make it mobile friendly.
Create your email so that it is mobile friendly and responsive. Currently, 68 percent of all emails are opened on a mobile device. Parents can become frustrated when they are not able to access or view the content in your email, leading them to press delete or simply ignore your future communications entirely. According to Trellis, 61 percent of smartphone users will delete emails that aren’t optimised for mobile.
5. Include a Call to Action
Be sure to add in an offer or a link where parents can opt in to hear from your school about upcoming events or enrolment information. Campaign Monitor advises that including a call to action button instead of a text link can increase conversion rates by as much as 28 percent. The best places for these to be featured are at the bottom of your email or along the side of the screen.
These few simple steps, when followed and implemented correctly, will give you the tools to create successful email campaigns and help your school to put its best foot forward.
To learn about what not to do in your email campaigns, download our free ebook here:
This blog was written by Caitlin Quartermaine
Caitlin has a background in project coordination and brand management in the areas of professional services and education. In her free time, Caitlin enjoys watching live music and spending time with friends and family.