Email Marketing: Re-engage with parents who didn’t enroll this year

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It can be discouraging when families who inquired or applied to your school, didn’t enroll. Things were pretty good in the start and they were quite interested in what your school had to offer, so what changed, and what can you do about it?

One of the main challenges that I often faced when it comes to connecting with parents over email is getting their attention.

With the number of emails they receive every day, it can be hard to make sure that my message stood out.

To help ensure that my emails are seen, I used four email techniques to re-engage with them again, and here are these four techniques:

1. Personalized Emails:

The best way to connect with parents is through a personal touch. By taking the time to craft a personalized message, you show them that you truly care about them and their child's education and future.

Make sure that your emails are addressed directly to parents, for instance, Hey Mom or Hey Dad, then you will be able to add more value.

Send personalized emails to celebrate moments. For instance, if a prospective parent attended one of your school events, and wrote positive comments on social media, it’s a great time to send a thank you email. Your prospective leads will not only read such emails but also respond to them positively because now it feels like someone cares about what happens next.

2. Competitive Differences:

Parents tend to be very biased towards minor differences and at times overlook larger differences. For example, if two schools have similar test scores, but one has better graduation rates and the other has lower graduation rates, this may cause parents to reconsider their decision between schools. A great way to approach prospective parents is through an email that highlights the USPs that give your school the edge and help you stand out from the crowd.?

3. Safe Environment:

Safety is a primary concern for parents. Therefore, in your email emphasize how your school creates a safe environment for students. Mention any security measures that are in place, for example, metal detectors or armed guards. Share student safety videos and all emergency procedures and protocols.?

4. Out-of-the-box Education:

You are probably well aware that parents want their kids to be unique, but what you might not know is how many of them want their kids to be social and independent.

Parents are very likely to take seriously the idea that their kids will struggle in school if they don’t have a strong sense of self-worth or confidence. What if your school could change it?

Make sure your email highlights the unique activities your school does across grades and subjects. You should make sure that parents understand why their child needs a particular educational programme and how your school is providing the best conditions for it.?

Just because families did not respond their year, does not mean they have forgotten the applicant pool entirely.

With the right set of emails, you can re-engage the interested families just waiting beneath the surface.?

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