How to build a childcare email marketing campaign like a pro
A step-by-step guide for childcare with actionable tips and example templates to help you develop an email strategy that converts.
Use an attention-grabbing subject line
The email subject line is often the determining factor in whether a reader will open your email. In fact, 47% of email recipients open an email based on the subject line. To ensure your emails are being received and read, your subject should be on-topic with your email but catchy enough to capture attention and boost your email open rates.
Here are some tips when designing an email subject line:
Utilise the Fear of Missing Out.
Humans are naturally afraid of missing out on something better, being left out, or not having what someone else has. By simply including words that imply time sensitivity or limited availability, parents will be more inclined to reach out to your nursery sooner rather than later.
- "[PRIORITY] Last toddler spot available until next year!"
- "Don't miss out on early registration"
- "Our waiting list is almost full!"
- "[URGENT] You've got ONE DAY left to use your discount!"
Appeal to Parent's Curiosity.
Humans are naturally afraid of missing out on something better, being left out, or not having what someone else has. By simply including words that imply time sensitivity or limited availability, parents will be more inclined to reach out to your center sooner rather than later.
- "Simple ways to improve toddler communication."
- "4 new trends in raising preschool-aged children."
- "Check out what other parents are doing."
- "Does your child do these things?"
Aside from being really cute and fun to look at, using email emojis has major marketing benefits. Adding emojis to your email subject lines is a great way to draw attention from parents. In fact, 56% of brands that used emojis in their subject lines had higher open rates.
- 📅 "Only a few spots left for tours this week!"
- "The time to register is now." 📅
- "Prepare your child for their future." 📅
Use Clean Formatting
Refrain from overwhelming readers by avoiding using too much capitalisation or too many punctuation marks. Using all caps or five exclamation points in your subject line tends to rub parents the wrong way. No one wants to be yelled at, either in person or via email. It's okay to use a question mark or an exclamation point every now and then, just not more than one at a time.
- "TIPS to encourage your child to share."
- "Schedule a viewing today before it's too late!"
- "Does your child need more socialisation?"
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Measure your performance
It's essential to track your marketing performance in childcare because you want to know which emails, campaigns, content, ads and posts are the most effective. ChildcareCRM offers several reports that show you how many people have read your email, responded to you, and whether they clicked any of the links within the email. Keep a childcare checklist to remember important reports and measure your email performance.
Additionally, most people check their email first thing in the morning so the best time to check your email performance in the afternoon.
Beyond identifying overall email performance (which is a culmination of many different factors), the Click-To-Open Rate (CTOR) only examines the success of the content within your email. This means that the CTOR is tracking how many people clicked your links only relative to the number of people who actually opened the email. Your average click-to-open rate should be between 20-30%.
Recommended email delivery rate for childcare businesses.
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For more information on specific childcare resources regarding marketing tools, campaigns, tips, and best practices - see below.
1. Find out how to build stronger email marketing campaigns to gain more registrations.
2. Learn how to enhance your email subject line by using personalised drip campaigns.
3. Witness the power of adding email emojis to conversations with parents.
4. Easily build brand emails for consistent messaging.
5. See why personalised campaigns that increase family lead data are vital for improving return on investment (ROI).
6. View a childcare checklist to measure email performance.
7. Avoid these marketing mistakes to have successful email campaigns, advertisements, and more.
8. See the importance of monitoring your marketing performance and KPIs for emails and other campaigns.
9. Explore how to create nurture emails to optimise parent follow-up.
10. Understand how to build an effective email drip campaign based on parents' interaction behaviour.
11. See how you can prevent leaving money on the table and combat revenue-wasting problems with email marketing campaigns and drips that create a more customised enrolment process for parents.