If someone fills out an interest form on your website at 9 a.m., it doesn’t take long for them to move on if they don’t get a response.
But, as a studio owner you don’t have time to sit at your computer and wait for prospective students to fill out a form. That’s where email can come in. “It’s the easiest way to immediately get back to somebody who’s filled out a form on your website, or who’s shown interest in your business,” said Tiffany Houkom, the content and lead generation manager at Zen Planner.
However, automated email marketing exists. Nichole Sellden, a marketing specialist at Zen Planner, shared you can take yourself out of the manual send and make your software platform send emails for you. “It’s very immediate,” she said. “It can be tailored toward a specific audience and timing based on actions they perform on their website.”
But you do want to make sure the automated emails are personalized. Someone who does an intro class needs to get a different email then someone who fills out an interest form on your website. “You can make sure your messaging is specific to that action that they took so they feel like you’re really speaking to them,” said Houkom.
If a student fills out a form asking for more information, you can set up an email to be sent immediately to them, thanking them for taking the time to complete the form and saying someone will reach out to them in 24 hours. Or, automated email marketing could develop into an entire “nurture” campaign. “So if somebody is not ready to try your business yet, you can follow up with a series of emails to help get them interested in it,” said Houkom, explaining it can calm a student’s fears in joining a studio.
Building a Campaign
Sellden said in order to create a nurture campaign, start by asking questions to determine what you want it to look like:
What information do you want to get across to your prospects?
How do you want to portray yourself as a business?
What are the key messages or your key differentiators?
What are your calls to action associated with each of those?
What is your timeline?
How many emails do you want to send?
7 Email Marketing Tips
When it comes to the actual content in the emails themselves, Houkom and Sellden gave several tips and things to keep in mind to win at the email marketing game:
- The majority of people check emails on their phones, so make sure your emails are optimized for mobile.
- Use bullet points and keep it short.
- Be careful when you use images; run tests to make sure they appear OK.
- Have a call to action, directing the recipient to click on a link or call for more information.
- Use action verbs and compelling words in your call to action.
- Look at your open and click-through rates so you can determine if changes need to be made in your email marketing strategy.
- Review emails for quality assurance.
Even though email marketing can be intimidating, start simple and go from there. “If you do it the first time and it doesn’t work, just make some changes and see how those changes impact the campaign,” said Houkom.