Top Email Marketing Tips to
Boost Enrollment at Your Child Care Program
One of the best tools you can have in your wheelhouse when promoting your child care program is an effective email marketing strategy.
Email is the preferred method of communicating with businesses for 73% of millennials. Furthermore, a whopping 99% of consumers check their email everyday.
When done effectively, email marketing can help you build relationships with current families and attract new ones. In this article, we’ll give you tips on building a strong email marketing strategy for your child care program.
1) Personalize Your Emails
Personalized emails can improve your open rates by 26%. It’s important to tailor content to your recipients and make sure every email is both relevant and valuable to the people you’re sending it to.
To start, add the recipient’s first name to your emails. This gives emails a personal touch and makes parents feel more connected to your program. It’s also a good idea to sign off your emails from a real person rather than your business.
To ensure you’re sending the right emails to the right people, segment your email lists. Segments can include prospective parents, new parents and established parents as each of these audiences will be interested in different information.
Once you’ve segmented your lists, you can target these audiences with information relevant to them. Create a series of onboarding emails for new subscribers to tell them what to expect by being part of your email list.
2) Create Compelling CTA’s
A CTA, or Call-to-Action, in an email is a button that tells users exactly what to do next. It prompts them to take an action, whether that’s enrolling in your program or visiting a page on your site for more information.
Before writing any email, understand what your primary CTA is. Ask yourself what you want readers to do when they’re done reading your email, then structure your email on guiding them to that CTA.
CTA button text should be clear and compelling. Button text should start with a verb and explain what users can expect once they click on your button. You never want to mislead users with button text that promises them something different than what’s on the other side of the click. This will damage your brand’s reputation and cause people to unsubscribe.
Make sure your button color stands out on your email. Increasing the contrast between your button and the background will help get your button noticed and boost conversion rates.
3) A/B Test for Best Results
A/B testing is a great way to get to know your audience and understand their preferences.
With A/B testing, you divide your audience into two groups and send one variation of an email to one group and another variation to the other.
A/B testing allows you to learn what your audience does (and does not!) want to see in your emails. You can use A/B testing to test subject lines, personalization, email length, photos and button text on CTA’s.
For effective A/B testing, be sure to isolate only one variable per test. For example, if you choose to test your subject line, don’t also change the content within your email. This will allow for an unbiased comparison, as the subject line is the only thing that changed.
Over time, A/B testing will lead to valuable insights on what type of content, images, and tone your readers want to see in your emails.
Learn More About Marketing Your Program
Eager for more tips about how to use digital marketing to promote your child care program? Check out our Marketing Best Practices Guide, packed with tips on everything from building your brand to growing your presence on social media.