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5 Email Campaigns Every After-School Program Should Be Running

Email marketing is one of the most powerful tools for after-school programs like tutoring centers, karate classes, and soccer camps. It’s cost-effective, direct, and helps you stay connected with parents while nurturing relationships with potential customers. But to maximize its effectiveness, you need to send the right types of emails at the right time.

Here are five essential email campaigns to help you grow your program’s enrollment, build loyalty, and keep parents engaged.

1. Welcome Emails

Purpose: Make a great first impression.

When a parent signs up for your email list or enrolls their child in your program, the first email they receive from you sets the tone for your relationship. Use this email to thank them, introduce your program, and provide valuable next steps.

What to Include:

  • a) A warm welcome message.

  • b) An overview of what your program offers.

  • c) Links to helpful resources like your schedule, policies, or upcoming events.

  • d) A call-to-action (e.g., “Schedule a consultation” or “Follow us on social media”).

Tip: Personalize the email with the parent’s name and their child’s name if possible.

2. Enrollment Drive Emails

Purpose: Fill up spots quickly.

Whether it’s the start of a new term, an upcoming camp, or a seasonal class, enrollment drive emails are crucial for filling your program. These emails should create urgency and highlight the unique benefits of your offering.

What to Include:

  • a) Clear details about the program (dates, age groups, fees, etc.).

  • b) Testimonials or success stories from other families.Early-bird discounts or limited-time offers.

  • c) A sense of urgency (e.g., “Only 5 spots left!” or “Register by [date] to save 10%”).

Tip: Send multiple emails leading up to the enrollment deadline, including reminders to those who haven’t signed up yet.

3. Parent Engagement Emails

Purpose: Build trust and loyalty with families.

Parents appreciate being kept in the loop about their child’s progress and the activities happening in your program. Regular updates not only strengthen their connection to your program but also show them the value you’re providing.

What to Include:

  • a) Progress reports or milestones achieved by students.

  • b) Photos or highlights from recent events or activities.

  • c) Tips for supporting their child’s development at home.

  • d) Announcements about new classes, workshops, or events.

Tip: A monthly or bi-weekly newsletter is a great format for parent engagement emails.

4. Referral Program Emails

Purpose: Grow your program through word-of-mouth.

Referral programs are one of the most effective ways to attract new students, and email is the perfect channel to promote them. Use these emails to encourage parents to spread the word about your program in exchange for rewards.


What to Include:

  • a) A brief explanation of your referral program.

  • b) Incentives for both the referrer and the new enrollee (e.g., discounts, free sessions, or raffle entries).

  • c) Clear instructions on how to refer friends (e.g., sharing a unique link or code).

  • d) A call-to-action to start referring today.

Tip: Include testimonials or stories from families who’ve benefitted from your program as added motivation.

5. Re-Engagement Emails

Purpose: Bring back families who have lost touch.

Sometimes families leave your program or disengage for various reasons. Re-engagement emails can remind them of your value and entice them to return.

What to Include:

  • a) A friendly message acknowledging their absence and inviting them back.

  • b) Information about new programs, updates, or improvements.

  • c) Special offers or discounts for returning families.

  • d) A call-to-action to re-enroll or schedule a meeting.

Tip: Keep these emails warm and personal, avoiding any pressure or guilt-tripping language.

Bonus: Tips for Successful Email Campaigns

  • Use Catchy Subject Lines: The subject line is the first thing parents see. Make it engaging and relevant, like “Join Our Summer Camp Before Spots Run Out!” or “Your Child’s Progress, Delivered Monthly.”

  • Segment Your Audience: Divide your email list into groups based on age, program type, or stage in the enrollment process to send more targeted emails.

  • Optimize for Mobile: Most parents will read your emails on their phones, so ensure your emails look great on small screens.

  • Track Metrics: Monitor open rates, click-through rates, and conversions to see which campaigns are most effective and adjust accordingly.

Conclusion

Running a successful after-school program requires consistent communication with current and prospective families. By implementing these five essential email campaigns, you’ll not only keep parents engaged but also drive enrollment and build a loyal community around your program.

At Relift, we specialize in helping after-school programs like yours create effective email marketing strategies that deliver results. Ready to take your email game to the next level? Contact us today to get started!

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