Promoting a summer camp in a technology focused world can be challenging. However, one of the simplest and most overlooked techniques to drive enrollment and awareness is the email campaign. This tool is so effective that one study conducted by a nationwide provider of summer camps found emails can drive 35% of total enrollment! In this second installment of our series on ‘Reintroducing Your Summer Camp’, we will outline a step by step guide on how to send effective emails.
Generating A Good List
One of the things that makes email campaigns the most commonly used marketing technique is because they do not require much money. You do however need a list to send the campaigns to. For existing camps this should not be a problem, but for camps that are just starting fresh you can buy lists, use the general school list, or reach out to local PTO/PTA organizations and ask them to send emails on your behalf. If your list is small it will be important to use other methods to create a good list such as going to local events or paid Google or Facebook ads. If you do decide to buy a list the average cost for 1,000 records you can pay anywhere between $150-$400.
Topics The Readers Want
In addition to emails about courses or offerings, send emails showcasing student projects or success stories. Many of our partners have a camper of the week or camper of the day program. Get video testimonials from moms and dads about their experience at camp. Just remember that every email should have a call to action. If you are not asking people to register for a program, ask them to opt in to your mailing list or to learn more about what your camp has to offer. People love a deal! Be sure to add in incentives and coupons whenever possible.
How To Write a Good Email Campaign
Follow this checklist when creating a campaign:
Most importantly, make sure you track the registrations from your email campaigns. This can be done with google analytics, setting up separate landing pages for each campaign, or using different promo codes in each campaign.
Staying Away From the Spam Folder
Once you have your email campaign created, it’s important to make sure that they’re being sent to their main inboxes and not their spam. If their email service detects unusual activity, they will automatically send it to their spam folder. There are a few things to keep in mind when writing your email campaigns to make sure this doesn’t happen:
Email Campaign Software
Using a third party marketing software is essential and will make your experience much smoother. Platforms like Zoho, Mail Chimp, and Constant Contact provide customer relationship management services (CRM) including email campaigns. You can create your emails using their tools, upload the email list and mass send them out through their service.
The main reason to use these tools is that they provide statistics and analytics so you can see the effectiveness of your campaigns. Always compare the open rate, click rate, and unopened rate. This is valuable information to guide you as you adjust your messaging. However you approach your email marketing make sure you measure, measure, measure! This is the only way to know if your communications are effective.
Whether you’re starting as a new camp or trying to reinvent, email marketing is the way to go if you’re looking for a strategy that’s easy to do and effective. Stay tuned for more digital marketing tips on social media, paid advertising, and more!