Best practices for marketing workflows

Workflow #1: Welcome new families and/or faculty members

Set the bar high on school-to-home communications with an automated workflow for new parents. With workflows' “branching” capabilities, you’ll be able to keep sending parents the same information until they open it, meaning no excuses that they didn’t have the information! The length of this workflow will depend on how much information you want to provide.

Basic setup

• Number of suggested emails: Varies based on how many sections of information you need to provide. We suggest breaking content into “chunks” such as “login information,” “where to find what,” “who to contact,” and so on.

• Branching logic: Build email paths based on email opens.

• Timing: Send emails just 1-2 days apart.

Note: Make your email subject lines consistent, such as “New parent tip #1,” so it’s easily recognizable and searchable in their inboxes.

Content suggestions

• Email 1: Welcome. Welcome the new family to the school and let them know that over the next several days you’ll be sharing information with them. Now is the time to set the expectations on number of emails and days so that parents are on the lookout.

• Resource emails. Provide one set of resources per email. In general, this workflow shouldn’t last longer than 5-10 business days. Some examples might include:

• Learn about our Lower School carpool

• Bring a lunch or buy lunch?

• Start off right with the correct school supplies

• A typical day in Lower School

• School starts in 2 weeks!

• See you tomorrow!

• Final Email. Recap all of the resources you shared in a single email at the end, just in case they missed one or two along the way. If you have a parent portal, remind them that all this information can be found there, too.

Workflow #2: Senior class exit strategy

There are a lot of things that a graduating senior needs to know and do before the actual day of graduation. Use Workflows to send automated emails every few days to remind them of tasks.

Basic setup

• Number of suggested emails: Varies based on how many sections of information you need to provide. We suggest breaking content into “chunks” such as “ceremony information,” “graduation tickets,” “cap and gown,” etc.

• Branching logic: Build email paths based on email opens.

• Timing: Send emails just 2-3 days apart.

Note: Make your email subject lines consistent, such as “Senior Farewell #1,” so it’s easily recognizable and searchable in their inboxes.

Content suggestions

• Email 1: Overview. Provide an overview of how many emails they will be receiving and why. Now is the time to set expectations!

• Resource Emails. How early you want to start communicating with seniors (and their parents) will determine how many emails are within your workflow. We recommend including emails like:

• Tips for writing an effective college application essay

• College applications are due

• 5 steps to choosing the right university

• Cap and gown measurements are Friday

• Graduation practice on Tuesday

• Have you invited everyone to your big day?

• Congratulations %firstname% on your graduation!

• Join our Alumni Community!

• Final Email. Recap all of the resources they may need as you part ways, including how to log into the alumni portal, any alumni social media accounts to follow, tips for a safe summer, etc.

Workflow #3: Promote an event

Events are likely at the epicenter of your marketing (and admissions and development) communications. Creating a workflow to promote an event can save you time and increase attendance by nurturing engaged recipients and unengaged recipients differently.

Basic setup

• Number of suggested emails: We recommend promoting an event at least two months in advance, sending one email every other week. If you don’t have a full two months, we recommend sending one email per week.

• Branching logic: Build email paths based on email opens and clicks. We have found success in sending one email, then using the “opened” logic to send different content to those who opened vs. those who didn’t.

• Timing: Send emails anywhere from 1-2 weeks apart, depending on the timeline you have for the event.

Content suggestions

• Email 1: General invite. Think of this as the big invite! You want to include all of the details required to help someone make a decision. The email is likely design-heavy and visually compelling.

• Emails 2 - 5. After your general invite, you’ll likely do a series of emails with other compelling information. Try swapping the design-heavy email for something personal that uses plain text.

• Email 6: The last call. Last-call invites typically get high engagement, as recipients are certain as to whether or not they can make it. Stress exclusivity and timeliness with subject lines like:

  • Limited space available, sign up now!

  • We’re celebrating this Saturday!

  • I’m still holding your spot, %firstname%!