In the world of children’s activities, more and more people are enrolling online and, therefore, your opportunity to make a first impression is likely not to be in person as it was just a few years ago.
You probably will make your first impression through a welcome email.
Whether you are tech savvy or not, you need to face it that email is an important communication vehicle and will likely be your front line welcoming tool.
Welcome emails set expectations.
Welcome emails are used by almost every kind of business. But not all business owners leverage the capabilities of welcome emails to the best of their ability, which in this case is making the best possible first impression on families.
Welcome emails accomplish two things that need to be done at the beginning of the session: welcome and inform your parents and students. Not only that, welcome emails set the tone for future communication, as the recipient knows to expect you are there to provide them with helpful information throughout the season to come.
Welcome emails also position you for success with the other components of your welcoming agenda.
Welcome emails provide a good experience.
Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
Without the welcome email, the mother who enrolled her daughter online at your organization’s website and didn’t hear anything from you will arrive at your facility unsure about what she should do, where to go, and where to get her questions answered. It’s not the best impression of you or your organization and most certainly not one that you want her to share with her friends over coffee the next morning.
This mother would have a much better impression of your organization if within 24 hours of registering her daughter, she received a personal email from you welcoming her with an introduction and confirmation of her daughter’s classes. The email would include links to your parent handbook as well as links to pages on your website showing dress code information. There would be a link to a post on your organization’s blog sharing what to expect from the session’s first class. You would also assure her that you are available for any questions she may have.
Welcome emails put parents at ease.
This mother, in such a way, sets the precedent that you are the professional and that their child is in good hands. It makes her feel comfortable with her decision to enroll her child in a class at your facility.
Welcome email enables build loyalty
The welcome email gives you the first crack at starting a relationship with a student and their parents. It creates a first impression for your families that you are genuinely interested in the experiences they have at your facility.
Ten reasons why you should use email to your advantage:
- Email is the third most influential source of information for B2B (business-to-business) audiences, behind only colleague recommendations and industry-specific thought leaders.
- 86% of business professionals prefer to use email when communicating for business purposes.
- Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
- Tuesday is the best day of the week to send email (according to 10 email marketing studies).
- 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals).
- 77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).
- Men and women are equally likely to convert from an email opened on a desktop — but women are more likely to convert on a tablet, and men are more likely to convert on a phone.
- 73% of millennials identify email as their preferred means of business communication.
- 72.9% of 18-24 year olds use their phones to check email.
- People say they prefer HTML emails, but plain-text emails actually get higher open rates.
As you can see by the statistics, using email can be great for your organization and make your new and returning students and parents feel welcomed and informed.