This document provides tips and best practices for using email marketing effectively for summer camps. It discusses segmenting email lists and sending targeted emails to different audiences such as returning families, new families, and leads. It emphasizes creating a good first impression with automated thank you emails, diversifying content, and focusing on value over promotions. The document also discusses email drip campaigns and automation tools to streamline follow up and nurture leads consistently year-round.

1. advanced
email
communication
how to go from lead to
camp family to returning
camp family

2. • Summer Camp Business
• Specialized in Marketing,
Advertising, Email, and
Social Media
• Account Director
• 8 Years of Digital and
Email Marketing
Experience
Elissa Fontenot
Social Summer Camp

3. do you
leverage
email?
The single most effective tactic for
turning prospects into loyal
customers.
55% of companies generate more
than 10% of sales from emails

4. do you currently have lead
emails you need to send?
when was the last time
you communicated to
your current families?

5. testing camps
email marketing
12
23randomly selected camps (co-ed, single
gender, overnight camps)
8 no request
info forms 15 with request info
forms on sites
sent same day reply to
requests
8sent an
additional email
followed up over
several weeks3

6. first
impressions
You will NEVER get a
second chance to make
a first impressions.
- Will Rogers

7. 3s 50ms 20xIn just 3 seconds
people form first
impressions
based on visuals
In just 50 milliseconds
people form an
impressions of a website
based on visuals alone
It takes 20 or more
encounters to repair
a bad first
impressions
http://aesphi.com/blog/2017/170728

8. WHY DIGITAL FIRST
IMPRESSIONS MATTER
Your first message to a potential
family SETS THE TONE for your
email relationship and personal
relationship.
https://betanews.com/2016/06/28/email-marketing-first-impressions/

9. why emails?
They help build long-term relationship with families
Guarantee they'll SEE your messages via email.
No messy algorithms
https://convertkit.com/
People still check their email daily and regularly

10. when is email
most useful?
http://aesphi.com/blog/2017/170728
• Get in front of them first - no matter time of day
• When you're building trust and expertise
• Time is important - unnecessary phone calls and
meetings take up that time for everyone
• Demographics vary - millennials like email
communication over phone (your next parent group)
• During busy weekdays when parents are at work all
day or with kids at night
bottom line - we check our
phone 80 times a day

11. what's a better first
impressions?
A plain-text email with 3-4 sentences
and no links to your website sent days
after a request information is made
A vibrate email that showcases the best of
your camp with valuable details sent
immediately upon requesting information
with the promise or more emails to follow
1.
2.

12. best impression starts
with a 'thank you'
of brands said their first email content
they send is a 'Thank You' note
• Show your appreciation that they are
interested in YOUR CAMP.
• Acknowledge how excited you are to
tell them why summers with you are
different.
40%

13. 269 billion emails sent
and received in 2017
https://bitbounce.com/blog/36-email-marketing-stats-2019/
project to be 319 billion in 2021

14. 124.5
111.1
billion business emails sent and
received
billion consumers emails sent
and received
each day!

15. email inboxes
today are --
So what can you do to stand out within
the inbox?
noisy
crowded
extremely
competitive

16. how B2C can
break through
Nail down what potential and current families both
WANT and NEED. Youtility approach from Jay Baer.
Youtility is marketing that’s wanted by
customers. Youtility is massively useful
information, provided for free, that creates
long-term trust and kinship between your
company and your customers.
https://www.campaignmonitor.com/blog/email-marketing/2018/03/shocking-truth-about-how-many-emails-
sent/

17. VALUE AND
INTERESTING
CONTENT
STRONGER BOND
BETWEEN
RECIPIENT AND
SENDER
MORE
EMAILS
results of youtility
marketing

18. who gets the
lead?
A mom shares a blog on Facebook. A friend and
potential camp mom sees it and clicks. Looks
through website and wants more details only is
deterred by too many fields on the form.
Camp ABC
Camp XYZ
Same situation as above but now the potential camp
mom just has to submit her name, email and address.
3-steps and done.

19. who gets the
conversion?
Only sends emails to potential new families every
Monday and Thursday. They don't send a 'thank you'
message and emails have no direction or flow.
Camp ABC
Camp XYZ
Have an automated system where 'thank you' messages
go out within minutes of request. And a clear, concise
email shares what's coming next and how they can
learn more on their own.

20. who gets the
return family?
Sends out bi-weekly emails starting the second camp
ends on how to talk to campers, interesting parenting
articles or interviews. Mixes in reminders with stories
from previous summer.
Camp ABC
Camp XYZ
Sends daily emails during the summer but limits
communication during off season. Emails are about
deadlines, events and the quarterly newsletter only.

21. how can people
reach you fast?
REQUEST INFORMATION
BUTTONS
just as visible as your 'enroll now' button
EMAIL AUTOMATION
TOOLS
streamline your follow up process

22. M
E
A
I
L
LEAD NURTURING
A series of related emails sent over a period of time. Ideal
to help move leads through sales funnel for conversion.
STANDALONE
Dedicated to 1 topic. Perfect to drive a specific action -
sign up, take a virtual tour, set up a tour, watch a video.
TRANSACTIONAL
Typically receipts or confirmations. 8x more likely to be opened
and clicked. Great time to share personalized content.
MILESTONES
Birthday emails have a 481% higher transaction rate than
promotional emails.
NEWSLETTERS
Sent on a consistent schedule with content from blog,
website, curated links, events, news, etc.

23. mobile friendly?
Smartphone owners check email
on mobile device74%
54%The most common platform
used to check email is mobile by
23%Of users who open an email on mobile
open it again later
https://www.socialmediatoday.com/news/50-email-marketing-stats-
to-guide-your-2019-strategy-infographic/540640/

24. I
T
P
S
FOCUS ON VALUE
Always send significant, valuable content to not make
them feel like they are wasting time reading
AVOID MARKETING LANGUE AND LARGE
MEDIA
Both can reduce deliverability due to email clients like
Gmail and Outlook
CREATE URGENCY
Set deadlines and offer exclusive deals if and when available
INCLUDE A CTA
Show them what the next step is that offers value
SHORT PARAGRAPHS
Initial emails should be short since they don't know you
yet, they may not invest their time reading

25. • what are your goals for
the campaign
• who is your target
audience
• what is the frequency
and additional
parameters
• determine emails'
sequence and content
ask
your-
self

26. stay top
of mind
A series of highly
relevant emails sent
frequently will keep
your camp alive in
the prospects mind.

27. R
D
I
P
S
EMAIL DRIP CAMPAIGNS
Set of marketing emails which are automatically sent out when a
lead or a customer triggers a certain action on your website or blog.
Each time a drip email is sent out, it comes from a queue of
already-written emails—there’s no need to manually write and send
emails individually.
GENERATE MORE SALES AT LOWER COST
Companies that excel at drip campaigns generate 80%
more sales at 33% lower cost
BUILD TRUST AND CREDIBILITY
Before you engage in a sales monologue let them know who
you are
OPEN RATES ARE 80% MORE THAN SINGLE
EMAILS
CTRs are 3x higher
Drip campaigns become handy for small businesses or
teams who can't give as much time/effort to every
customer and lead.

28. WHAT ARE THE BENEFITS
ALLOWING YOUR DRIP EMAILS TO DO THE EARLY-
STAGE WORK FOR YOU.

29. WHAT MAKES DRIP
MARKETING
CAMPAIGNS EFFECTIVE
EMAIL LISTS
Segment your lists
appropriately in order
to personal emails.
CONTENT
In order to gauge
reactions and
excitement create a
diverse amount of
content.
COMMUNICATION
Choose your frequency
schedule wisely,
otherwise users might
unsubscribe.

30. how drip
campaigns work
https://instapage.com/blog/email-drip-campaigns

31. better chance to
close the sale
46%Open Rate
13%Click-Through Rate
Abandoned Cart emails or
reminders to finish
applications/sign up have
a better chance closing
sales.

32. tools for email
automation
and more!

33. how to choose the
best tool
Cost & Value
Email Features
CRM
& Marketing Automation
Email Analytics
Integrations

34. diversify
email
content
You'll know what
works best if you
test sending
different, but
relevant content.
Switch up CTAs
and subject lines in
a 3-part series.

35. U
S
B
J
E
MAKE IT COMPELLING
A series of related emails sent over a period of time. Ideal
to help move leads through sales funnel for conversion.
MAKE IT BE FROM A FAMILIAR PERSON
Name recognition matters! Make sure emails come from a
person parents need to know or do know. Avoid 'no-reply'
names.
PERSONALIZE IT WHEN YOU CAN!
Adding personalized tokens - like name or location - in subject
line creates a feeling of a rapport similar to what you'd have on
the phone.
KEEP IT SHORT
C
T
According to MailChimp, there is little correlation between
subject line length and clicks. However, for mobile
optimization short is best. 50 characters or less.

36. subject lines
Tips & Tricks
• Engaging Preview Text
• A/B Test Subject Lines
• Start with Action Verbs
• Tell them what's inside
• Make People Feel Special

37. subject
lines
Emails with
personalized
subject lines have a
higher open rate
26%

38. subject lines
and open rate
Of emails recipients open
emails based on subject line
ALONE!
35%
https://blog.hubspot.com/sales/subject-line-stats-open-rates-slideshare

39. emails by seasons
Pre-Camp
Go beyond seasonal
newsletters. Create special
campaigns for returning
and new families
During Camp
Don't miss out on important communication
with leads during summer!
Post-Camp
Don't just focus on
retention. Capitalize on
stories and experiences of
summer.

40. what are you
sharing?
• DO send emails that are relevant to groups
• DON'T send out just sales or deadline emails
• DO share information besides about camp =
share your expertise
• DON'T rely on quarterly emails to current
families alone
• DO follow up regularly with loyal or new families
• DO create multiple versions of emails and
subject lines

41. during summer
current families
during summer leads
they are most attentive during the summer. drop
in a P.S. to the end of your emails with tidbits they
can share with friends or reminders about referral
incentives for next year!
if you're not following up with leads during the
summer via email someone else is and will have
their attention come open enrollment

42. post-camp
current families
new 1st year families
leads from summer
• unique information returning families
want to see. Go beyond enrollment
reminders - they know
• tell them what to expect and how campers
may react upon returning home -- you know
what's normal they don't
• share the BEST highlights from summer
and get them ready to enroll! URGENCY

43. pre-camp
current families
new 1st year families
leads from off-season
• don't just remind them you need
payments. give the parents useful info
and something to share with campers
• tell them what to expect as parents and for
their campers. Go beyond paperwork
reminders
• invite them to camp for tours or video
calls with counselors during summer

44. returning
camp family
• Reminders from camp
• Personalized messages for age
groups
• Useful articles and videos parents
are interested in - not just camp
related
• Important dates - they already
know these

45. 1st year camp
family
• Focus on teaching/educating not just office
paperwork needed
• Provide important information from your
handbook
• Upcoming events to meet fellow
campers/families
• Unique information parents can share with
campers
pre-camp

46. 1st year camp
family
Camp Case Study
Traditional, co-ed, overnight camp
Implemented 1st Year Camp Family Drip Email
Marketing Spring 2018
Increase in retention in early
enrollment of 1st year camp families8%

47. 1st year camp
family feedback
• Feedback from 1st year camp families was
overwhelmingly positive.
• Families appreciated the emails of information in
small bits.
• Campers felt more comfortable when they arrived
at camp.
• Due to size of camp, email series allowed for high
valued relationships through tech.

48. high priority
leads
• About camp
• References
• Videos
• Dates and Rates
• Upcoming Events
• Setting up a meeting with director

49. general leads
They need a bit of hand-holding
or nurturing in the start, but
sticking with them until they’re
ready to make a purchase is
extremely important.

50. R
W
A
P
MAKE A GOOD DIGITAL
FIRST IMPRESSION
It's easy to make a good first impression, hard to fix a bad one
CREATE DIVERSE CONTENT
AND SUBJECT LINES
Test, test, test - everyone likes something different
THINK BEYOND
QUARTERLY NEWSLETTERS
Strategically delivery emails to EVERYONE who's come in contact
with you
ALWAYS BE TOP OF MIND!
Be part of your camp families lives year-round!
DEFINE GOALS OF EMAILS
Who do you want to reach and with what information?

51. thank
you!
slides: socialsummercamp.com
email:
elissa@socialsummercamp.co
m