Proven Ways To Use Email Marketing For Your Ballet School
Marketing is such a small word for the vast number of things it could mean. And it can be so overwhelming.
You are someone who wants to grow your ballet school into the company you have always dreamed it could be. But, to do that effectively, you are going to have to look into different types of marketing to make that dream possible.
So let’s dig into just one type of marketing today – emails!
Ballet schools grow because people get to know your school and trust your instruction. And what better way to expand your business than reaching out through email?
You will interact with them in their virtual living room, keeping your ballet school top of mind.
If you know email marketing is right for your school, but need help figuring out how to get started, I love discussing all things email-related! We can discuss your current email list, strategies you have used in the past, and what we can do next to build your business to its fullest potential.
And if you are looking for a little more information on email marketing, let’s dive right in.
4 Reasons Why Your Ballet School Needs Email Marketing
When you get into the nitty-gritty of email marketing, there are so many benefits. But today, we are just going to focus on the 4 biggest reasons I see clients start utilizing email marketing.
Cost Effective Promotion
Email marketing is extremely low-cost when compared to more traditional marketing methods. You don’t have to print out hundreds of paper newsletters and send them through the mail. You are saving trees and money on postage.
Not only that, your ROI (Return On Investment) is very high in comparison to other marketing strategies. Through emails, you are able to reach a very large number of people very easily.
When you engage with your audience – the parents – on a regular basis, you are nurturing your potential clients and showing them that you really know what you are talking about.
Then they start to trust you.
Pretty soon, you will have their children enrolled in your classes!
2. Targeted Communication
When you have a larger email list, you can organize it however you need for your business. You choose who gets what kind of email.
With the more advanced email platforms we have now, you can segment your email list based on a variety of factors, such as:
Age
Class Level
Interests- whether they are more interested in contemporary or ballet
Shows students are involved in
Competitions students are involved in
This will ensure the parents will get the most relevant information for their dancers.
For example, if you have an event happening soon, it may not apply to your baby ballerinas or the students who are more interested in contemporary. No need to give those parents information they can’t use, send it to the ones it applies to!
3. Build Relationships and Engagement
Emails keep everyone engaged. Like I said earlier, you can consistently be in front of people. You keep the parents informed about all the fun and exciting things going on at your school!
Share things like:
Fundraisers
Workshops
Open houses
Guest teachers
Student Achievements
Upcoming performances
Behind-the-scene glimpses
New classes you’ve never had before
Tips and tricks every student should know
New class schedule for the fall/spring semester
And more exciting news!
Through emails, you are able to foster a sense of community. Your subscribers will trust you and see you as someone who really knows their stuff.
You will also get to know the parents a little better. Then the parents feel more comfortable with your school because they get to know the ins and outs of what is going on.
Now you are starting to build loyalty — and who knows, you may even get referrals from the parents talking to their friends!
4. Drive Up Enrollment and Revenue
With the updates you consistently send out in your emails, you can promote so many different things! Not only are you promoting new performances or workshops, but you can offer incentives if you feel that is important to your business.
Maybe you can have early bird specials. For example, the first 20 people to enroll get a 20% discount on their monthly tuition. Or something like that.
Or perhaps you find out parents are talking to their friends at school and gushing about the great instruction your school offers. Then you could offer referral incentives to get new students through your doors!
At the end of the day, email marketing fosters a deeper relationship with the parents of your students. You are providing valuable information and resources while earning their trust. This leads to parents keeping their kids in your classes for years on end and recommending your school to their friends.
The power behind emails is incredible, but you have to go in with a strategy in order to bring in the best results.
Start an Email Marketing Strategy
Now that we know all the ways emails can be used, let’s talk strategy!
Having an effective email strategy can take your email list from low engagement to high engagement pretty fast. So let’s learn how to improve your school's email marketing, one strategic step at a time!
Welcome Emails
The first set of emails you send sets the tone for your whole business. And it is so important to warmly welcome your new email subscribers.
With this set of emails (it only needs to be 2 or 3 emails long) you can share important information about your school.
You can briefly touch on questions new parents have when enrolling their kids in your classes, such as:
The different classes you offer
The teachers you have
Class Schedule
Dress codes
Also, by sharing a code of conduct early on, the parents will learn exactly how your school operates.
Regular Email Newsletters
With regular newsletters, you are able to support the dancers and their parents. Whether you want to send newsletters twice a month or once a week, it’s important to keep everyone engaged and up to date on what is going on at your school.
Plus, with this type of email marketing, you can offer tips for the dancers. Keeping your dancers healthy is super important and should be talked about often.
Some tips you can offer could be:
Best care for pointe shoes
Reminders about hydration
Information about the importance of protein
Strengthening exercises for core, balance, and feet
Everything you need for a weekend full of performances
And other helpful tips and tricks your dancers – and parents – may need
Promotional Campaigns
Sending out promotional campaigns to your subscribers is such a benefit when you are trying to promote new classes or events.
With these emails, you can announce any new classes you haven’t offered before and showcase the benefits. Or maybe you have summer workshops or intensives coming up, with guest teachers coming in from out of state.
By utilizing email marketing in your ballet school, you will encourage parents and students alike to become more involved with your school.
Re-Engagement Campaigns
If you have a list of parents or students who have not engaged with your emails or classes since subscribing, you can make a re-engagement campaign.
With this set of emails, you target the benefits of enrolling in your school. By highlighting the good your school offers, you can encourage the parents to finally take the plunge and enroll their kids!
And, if you feel comfortable, you could offer incentives or discounts to the parents. This may be just the push they need to take the leap.
Next Steps: How to Market For Your Ballet School
So, how are you feeling about utilizing email marketing for your ballet school? Do you still have questions about the whole thing? (I know, this was a ton of information to take in.)
Of course, by adding a new marketing strategy, you are adding a lot more time to your already overloaded plate. There will be time to figure out:
Topics for newsletters
Promotional campaigns
Re-engagement campaign
Figuring out the welcome sequence
and let’s not forget the time it takes to write everything
But guess what? You stumbled across a copywriter's website, this is what I do!
I’m so happy you are here and I hope you have better clarity on the whole email marketing thing.
If you saw the checklist I have above and said, “There is no way on heaven and earth I can add this to my plate”, I am here to help you out!
I’m Isabella, a marketing strategist who works with artistic directors to grow their school to its fullest potential!
If you are looking to get some more information from me, let’s set up a time to talk about your school and goals!
When you schedule a call with me, we will talk about your current marketing strategies and where you feel you need help.
Go ahead, and click the link below, I can’t wait to talk to you!
