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The Ultimate Check List on Email Marketing for Child Care

By Emily Smith on Nov 8, 2017 5:13:00 AM

Topics: Education

Child care advertising seems pretty straight forward, but there are a lot of factors to consider when you are trying to market to prospect families or keep your current customers engaged in the latest news about your center. Coming up with new ideas for marketing strategies for childcare isn’t always easy, but we have created this cheat sheet to help you think of all the little details that make a big difference.

Create a Plan for Your Marketing Email

Don’t just jump in the car and drive. Map out which direction you are going.

If you're doing a drip campaign, make a schedule and establish how often you should email. Look ahead and plan accordingly with special events and holidays. Send at least one newsletter every month to keep your audience engaged. If you send too many emails too often, you might be tuned out or unsubscribed from altogether.

Segment your groups into smaller collections of people within your customer database. For example, if you're marketing to fill open spots in a specific class, group contact information from people that have enquired to your school with children in that specific age group.

Use an Attention-Grabbing Subject Line

The subject line is usually the determining factor in whether the reader will open your email. Your subject doesn’t need to have anything to do with the topic, it only needs to capture attention. Whatever you do, make it brief. If you want to give the impression that the email was written solely for their benefit, fit their name or their child’s name in it to give it a personal touch.

Make it Pretty with Pictures

Images are going to capture your readers' attention. Use pictures that are relevant to the topic and will leave an impression. Whether it's a festive holiday picture or a funny picture, make sure they'll remember it. You should never use pictures of children from your center without their parent’s written permission!

Use Your Logo and Branding Elements

Of course, branding and logos are important when you're thinking about how to advertise a childcare center! It's the graphic signature of your center and should provide a basis for the fonts, colors and design choices in all of your marketing materials. Try out ChildCareCRM’s email templates to go with your brand colors for a more professional looking email.


Treat your readers like VIP. If you want your emails to stand out from the rest, it's important to connect with your reader. Put some personality into your writing and address your reader by their first names to grab their attention. Understand and relate to your audience by writing engaging content that is tailored to their interests and needs.

Offer Value With an Explanation

Nearly 80 percent of people are only scanning your email. Your first sentence is the most important, so make your most important points toward the top. Try not to make your email too long, keep it to the point to make it easy for them to scan quickly. Sometimes making your message seem like more of a conversation. Ask questions that get your audience to agree with you. Make your message interesting and informative so it's captivating and valuable. Now decide what to write and keep it an easy read.

Make a Call to Action

Curiosity is one way to increase action. Use phrases that make your reader want to ask for more. Lead your prospects to ask the question you want to answer, get more kids in your daycare enrollment or have families RSVP to your upcoming event.

Be an Expert in Child Care

Operating a daycare offers a lot of great experience, but not every owner has worked with children. Do some research on topics that relate to your audience. Nobody will be impressed by your vocabulary, so use simple words your readers will understand when you provide your audience with useful information about their interests and needs. If you're marketing to your preschool families, you can include ideas and parenting tips that would help them.

Include Links to Follow Your Social Media Accounts

Parents are on social media. If you have social media accounts or a blog, share the links in your email for the reader to find more information. Point your readers to places where they can access more of your marketing ideas for childcare or other website resources for childcare.

Have a Privacy Policy Link and Never Forget the Unsubscribe Link

You should always include a link to your organization's privacy policy to give your readers peace of mind. The No. 1 reason people unsubscribe is because they're receiving too many emails. Offer your readers a nice way to tell you they aren’t interested by including an unsubscribe link toward the end of the emails (this will also save you from going to the spam mail box). Check out the CAN-SPAM Act for more information.

Send Test Emails to Yourself and Coworkers for Review

This seems obvious, but it's easy to forget and you'll wish you did if you don't. Check for typos and make sure all your links work correctly. Ask for feedback on the layout as it helps to get a second pair of eyes to spot things you didn’t notice.

Measure Your Performance

ChildCareCRM has a report that can show you how many people read your email and whether they clicked links within the email. Automated emails get higher click rates than broadcast emails, so set your business rules to catch people at the right moment when they are ready to act. Most people check their email first thing in the morning, so the afternoon is the best time to check how many people opened and clicked.

Emily Smith

Written by Emily Smith