The Ultimate Check List on Email Marketing for Childcare
There are a lot of factors to consider when you're trying to market to prospective families or keep current families engaged about the latest news at your center.
Coming up with new marketing strategies for childcare isn’t always easy, but we've created this cheat sheet to help remind you of all the little details that make a big difference.
Email Marketing Tips for Childcare Businesses
1) Create a Plan for Your Email Marketing
Don’t just jump in the car and drive. Map out which direction you are going.
Create an email marketing schedule. If you're planning a drip campaign, decide on a regular cadence to establish how often you want families to receive emails from you. Look ahead at special events or holidays and plan accordingly.
Ideally, you should be sending at least one newsletter every month to keep your audience engaged. But keep in mind- if you send too many emails too often, you may be tuned out or parents may simply unsubscribe altogether.
Segment your families into smaller collections of people within your customer database based on their similarities. 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.
Email Marketing FAQs
Q: What is email marketing?
A: Email marketing is the act of sending a message to a broad group of prospects or customers - based on an internal contact list. Email marketing promotes products or services, grows brand awareness, and builds relationships with your audience.
Q: How often should I send marketing emails?
A: While your email cadence should be based on your customer lifecycle, it's known that prospective parents require at least 7 communications each before they decide to enroll. To begin, try sending out emails once a week. Adjust for growth, as your childcare business shifts enrollment and marketing goals.
Q: How long should each email be?
A: A good rule of thumb is to create an email that takes an average of 20 seconds to read. Try to stay between 50-125 words.
Q: What's the best day to send emails?
A: Emails sent on Tuesdays receive some of the highest open rates.
2) Use an Attention-Grabbing Subject Line
The subject line is usually the determining factor in whether the reader will open your email. Your subject line needs to relate to the topic of the email while also capturing the reader's attention. But whatever you do, make it brief. It's recommended that you use no more than 9 words and 60 characters.
If you want to give the impression that the email was written solely for their benefit, add their name or their child’s name using email personalization keys to give the communication a personal touch.
3) 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 picture of the playground or a funny picture of your staff on Halloween, make sure your parents will remember it.
Remember: you should never use pictures of children from your center without their parent’s written permission.
Example nurture email with pictures
4) 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 business and should reflect the fonts, colors, and design choices from all of your marketing materials.
Check Out a Tool to Brand Your Emails
Try out ChildcareCRM’s email templates and add your brand colors for a more professional-looking email. You can store your brand colors, logo, imagery, and much more. For franchise locations and childcare enterprises - store your branded email templates and automate who they send to with merge variables.
Example stored email template with branding elements
Treat your readers like VIPs. 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 name to grab their attention. Understand and relate to your audience by writing engaging content that is tailored to their interests and needs. Tip: Use drip campaigns to further personalize email messages based on how parents interact with the content you provide.
See Childcare Advertising Examples
Email advertising is a branch of email marketing that focuses solely on the promotion of specific products or services. Check out the ChildcareCRM 'What's New' marketing email below that highlights new product features.
Example marketing email that advertises new ChildcareCRM products
6) Offer Value With an Explanation
Nearly 80% of people are only scanning your email.
Your first sentence is the most important, so say something interesting and try to keep it short. Recipients should be able to read your first line in under 1 second.
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.
7) 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.
8) Be a Thought Leader on Childcare Topics
Operating a daycare offers a lot of great experience, but not every owner or director has worked with children. If that sounds like you, do some research on topics that relate to your audience.
Nobody is looking to be impressed by your vocabulary, so use simple words your readers will understand. A good rule of thumb is: don't use any language that a 5th grader wouldn't understand.
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.
9) 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 email marketing ideas for childcare or other website resources for childcare. Utilize Facebook, Instagram, YouTube, and more to meet parents where they're at.
11) 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.
12) 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 build your workflow automations to catch people at the right moment - when they are ready to enroll or schedule a tour.
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.
Important KPIs for Email Marketing
KPIs stand for key performance indicators. They help you plan and reach specific enrollment goals.
Bounce rate - emails that don't make it to the recipient's inbox.
Open rate - number of parents that open your emails (this KPI is most affected by your subject lines).
CTR (click-through-rate) - number of parents that click the links and CTA buttons in your marketing emails.
Conversion rate - how many parents clicked your links or CTA buttons and performed the desired action.
Email ROI (return on investment) - how much revenue you've generated compared to how much you've spent on each campaign.
List growth rate - how many new subscribers you gain from your email list.
For interest customers, schedule a demo to learn more about how ChildcareCRM can enhance your email marketing.
For current customers, check out the full Guide to Build Email Marketing Campaigns for Your Childcare Center.