School Email Marketing Guide: Newsletter Best Practices

School Email Marketing Guide: How to Craft Delightful and Educational Newsletters

This school email marketing guide will help you create better newsletters for parents, students, donors, and prospective applicants.

We have all received one or two bad emails. Maybe you unsubscribed, maybe you didn’t. But it is very likely you started deleting the next emails from that address without bothering to take a peek. However, there are also great emails that find their way in our inbox. They are the ones you look forward to reading. They inform, educate, and convince you to do what they want you to do.

Additionally, students and parents are distracted by blogs, checklists, videos, and social media. Their attention span is waning. But still, 61% of marketers consider email as the most effective channel for reaching their audience, according to Adestra. This isn’t a big surprise because when it comes to interacting with brands, 7 out of 10 consumers, from teens to Baby Boomers prefer email over any other channel, even social media. That’s according to Adestra’s 2016 Consumer Adoption and Usage Study.

Your audience has a lot in their hands and they almost always have big decisions to make. That’s why you need to provide them with delightful, educational, and relevant content. Here’s how to craft your school newsletter to meet your school’s email marketing goals.

1. Use Photos

It’s all about the kids. Parents are delighted when they see photos of their kids. For an engaging school newsletter, include plenty of photo of your students.

2. Optimize for Mobile

Parents use their mobile phones more often than their desktops. Additionally, 55% of emails are opened on mobile devices. So make your newsletter work on tablets and phones. This does not mean you should ignore desktop altogether. Just make sure the texts and images are big enough so your readers won’t need to pinch to zoom when they are reading your email on a phone.

3. Write in a Casual Tone

Your audience wants to feel like they are talking to a real human being. Sure, mention some statistics or facts, but keep the writing from coming across as mechanical.

4. Keep Away from Comic Sans

You will want your email to reflect your school’s state-of-the-art features. Using the Comic Sans font is counterintuitive to this goal since it is as old as the first PCs. Your readers will immediately notice an ineptly designed newsletter. Don’t let this be the reason they disengage from your emails.

5. Proofread, Proofread, Proofread

Fifth in this school email marketing guide is a basic rule in content creation. Grammatical errors and spelling mistakes could tarnish your school’s reputation. They do not reflect effort and quality work. A high quality and well-thought-out school newsletter make parents and students feel that you truly care about them and that you value their time.

Consider hiring a content marketing professional so your newsletters are error-free and engaging.

Be Impartial

School newsletters are meant to foster relationships with the readers. If you show your bias in your articles, they will sense it.

Is your school doing these newsletter best practices? Is there something we forgot to cover? If you have something to add to this school email marketing guide, please don’t hesitate to let us know in the comments section below.

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