There's an inexpensive tool for getting new students, but most small biz owners are doing it wrong.
It's email marketing, and it can be frustrating because it feels like it's just hit or miss.
Either you get lucky and parents open your emails or you spend an hour writing an email and nothing happens.
It's not luck. There are a few hacks that guarantee success.
Welcome to Do or Die Email Marketing Elements That are Stealing Your Profits.
Watch/listen below or scroll down to continue reading...
This is part one, the call to action. This post is going to talk about one of those do or die elements, an easy action step for the reader to take that will result in moving that reader forward in the enrollment process.
The key word here is easy.
An Impressive Example
A children's gym was at 90% enrollment for their preschool classes.
Because 10% of their spots were open, it was a great time to offer free trial classes to their email list of prospects who had either never enrolled in classes or had not enrolled in classes in the last 18 months or so.
Prospects would be those families who, maybe come to toddler time once or twice, but don't attend regular classes. Or, this may include people that have done a birthday party with you, but not classes, etc.
A Tale of Two Emails
Email A went out to those families. It described this limited time opportunity to try a class for free.
But space is limited, right? The call to action was this:
Click here to go to our calendar and choose your class while there's still time.
The email list was good. It was segmented for relevance, and the subject line was okay. Yet the click through rate was absolutely dismal. Only one or two of those spots were filled.
Next, Email B was sent out with the same body text but a different call to action. This time, instead of asking the parent to click and go to the calendar, then choose a time, the class titles were listed in the body of the email below that same description of the offer. The class title linked to the reservation form.
So the parent was instructed to:
Click on their child's age while there's still time.
The description of the offer was in the body of the email, followed by the call to action, and the three clickable age options followed:
Walking toddlers through age two
Three-year-olds
Four-year-olds
The parent was asked to click on the child's age.
That link took them straight to the reservation form.
Okay, so what happened in this scenario with email B?
Every one of those free trial class spots were filled within 48 hours just because of that one small change. The first email required two clicks from the parent. The second email required one click, and that made all the difference.
Surprising, right? Now this is not a true A/B test where a portion of the list got email A and a portion of the list got Email B.
So yeah, it's reasonable to assume that a small percentage of Email B's success was due to the fact that it was the second email sent to the same list.
Still, the difference was astounding, and the majority of that difference was due to the frictionless call to action.
It just goes to show how little tweaks can have big results that make you feel like your marketing is a smooth, easy process rather than a constant uphill battle.
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