Email Newsletters
Email newsletters are one of the most cost-effective ways to stay connected with current and prospective families. Whether you’re sending a monthly update or following up with someone who visited your school, email helps build trust, keep your school top-of-mind, and drive action—like completing an application or attending a tour.
✅ Pros of Email Newsletters:
Direct connection: Goes straight to a family’s inbox—no social media algorithm in the way.
Flexible content: Share school updates, event reminders, enrollment info, or celebrate success stories.
Low cost: Most email platforms are free or low-cost for small lists.
🚫 Cons of Email Newsletters:
Inboxes are crowded: Your message needs to be clear and relevant to stand out.
Easy to ignore: Poor subject lines or too much text can result in low open rates.
List upkeep required: You need to regularly update your contact list to stay effective and compliant.
🏫 Should Your School Send Newsletters and Follow-Up Emails?
Email newsletters and follow-ups are a good fit if:
You want a consistent way to update families each month on news, events, and deadlines.
You’re collecting contact info at open houses, school tours, or online forms.
You want to drive re-engagement from families who haven’t applied yet.
They may not be ideal if:
You don’t have access to current email addresses or don’t maintain your list.
You’re sending one-off updates with no clear reason or rhythm.
🛠️ Getting Started with Email Newsletters
Choose a Platform:
Use any provider you're comfortable with (e.g., Mailchimp, Constant Contact, ConvertKit, etc.).
Make sure it allows you to upload a contact list, create templates, and track performance.
Build and Segment Your List:
Separate current families from prospective ones whenever possible.
Collect emails from website forms, open house sign-ins, tour attendees, and event RSVPs.
Always make sure families opt in and know what they’re signing up for.
Plan Your Monthly Newsletter:
Send once a month—ideally around the same time.
Include 2–4 short items: upcoming events, student spotlights, reminders, or highlights.
Keep it brief, visual, and scannable. Include 1–2 clear calls to action (e.g., “Apply Now,” “Attend Our Open House”).
Create a Welcome Follow-Up Series:
When someone signs up at an event or via your website, follow up with a short email series:
- Email 1: Welcome + link to your school overview or video
- Email 2: What makes your school different (STEM, tuition-free, college prep, etc.)
- Email 3: Invite to take the next step—schedule a tour, apply, or ask questions
Track and Improve:
Monitor open rates (20–30% is solid), click rates (2–5%), and unsubscribes.
Test subject lines and CTA placement if engagement is low.
💸 Budget Considerations:
Most platforms offer a free tier for smaller lists (under 500 contacts)
Paid versions typically range from $10–$50/month
📈 How to Measure Success:
Open rate: 20–30% is a strong benchmark
Click-through rate: Aim for 2–5%
New inquiries, form submissions, or applications after sending
⚠️ Common Mistakes to Avoid:
Sending too much text or trying to include everything in one email
Forgetting a call-to-action or link to your website
Using outdated lists or not regularly cleaning your contacts
Skipping follow-ups after collecting emails at events
📝 Workspace & Notes:
Set a goal for your next email
What do you want families to do or learn?
Build your contact list
Where will your new contacts come from?
Segment your audience (if applicable)
Current families vs. prospective families
Choose a send date and frequency
When will your monthly newsletter go out?
Plan your follow-up sequence
What emails should go to new sign-ups from events or your website?
Monitor results
Open rate: ___________ Click rate: ___________ Any unsubscribes? Yes / No