K-12 schools must distinguish themselves and forge meaningful connections with potential students and their families in the ever-evolving realm of education choices. 

As a K-12 school administrator, you may find yourself at a pivotal juncture. Standing out and creating meaningful connections with potential students and their families isn’t just an aspiration. It’s a necessity. Your hard work has garnered interest, but how do you sustain and deepen that engagement? This is where the power of a drip campaign shines.

In this post, I will walk you through what they are, why your K-12 school needs one, how to write one and provide you with an example!

What Is a Drip Campaign?

A drip campaign is a type of marketing strategy used by K-12 schools to attract and enroll more students. It involves sending a series of automated emails to a targeted audience over a specific period of time. The campaign aims to move potential students and their families through the admission process and encourage them to take action, such as applying to the school.

In these email drip campaigns, schools usually focus on four main stages:

1. Top-of-the-Funnel (TOFU) Campaigns: These campaigns target parents or students who are still in the awareness stage, meaning they have shown some interest in the school’s offerings, such as downloading an eBook or content from your school’s website. The emails in this stage aim to provide informative and helpful content about the benefits of your school’s education approach and what it offers. The goal is to move them from being aware of the school to considering it as a potential option.
2. Middle-of-the-Funnel (MOFU) Campaigns: Once potential students or families have shown a higher level of interest, for example, by attending an open house or making an inquiry, they enter the consideration stage. The emails in this stage are designed to provide more specific information about why the school is a top choice and what sets it apart from others. The goal is to move them from considering the school to making a decision, such as applying.
3. Bottom-of-the-Funnel (BOFU) Campaigns: BOFU campaigns target students who have already been accepted to the school. These campaigns aim to keep accepted families engaged with the school and encourage them to enroll their children.
4. Engagement Campaigns: These campaigns are for current families and aim to maintain their engagement with the school. They may include updates about school events, activities, and community involvement opportunities.

Why a K-12 School Would Use a Drip Campaign

The main reasons for a K-12 school to use a drip campaign are as follows:

1. Nurturing Potential Students: A drip campaign allows the school to communicate regularly with potential students and their families. By sending a series of targeted and personalized emails, the school can provide valuable information about the school’s offerings, programs, and benefits. This helps build a relationship with potential students and keep the school at the forefront of their minds during decision-making.
2. Moving Through the Admissions Funnel: A drip campaign is designed to move potential students and families through different stages of the admissions funnel. For instance, it can start with awareness-building emails for those who have shown initial interest in the school. Then, it can provide more specific information for those who have made inquiries or attended open houses. Finally, it can focus on engagement and answering questions for those who have been accepted and are close to making a decision.
3. Personalization and Targeting: Drip campaigns allow for personalized communication with potential students and families. By segmenting the audience based on interests, grade levels, or other criteria, the school can tailor the content of the emails to address specific needs and interests. This increases the relevance of the emails and makes them more engaging for the recipients.
4. Building Brand Awareness: Consistent and well-timed emails in a drip campaign keep your school at the forefront of the potential students’ minds. Even if recipients don’t immediately engage with the content, the drip campaign helps raise brand awareness and increases the likelihood of future interactions.
5. Improved Engagement and Conversion: Drip campaigns ensure that potential students receive relevant information at each stage of the enrollment process. By delivering timely and targeted emails, the school can significantly boost engagement, increasing the chances of successful conversions, such as submitting applications or enrolling.

How to Write an Effective Drip Campaign

To write an effective email drip campaign for admissions, you can follow these steps:

1. Define your goals: Clearly identify the objectives you want to achieve with your email drip campaign. This could include increasing admissions, engaging prospective students, providing relevant information, or building brand awareness.
2. Choose a marketing automation platform: Utilize a marketing automation platform to streamline and automate your email drip campaign.
3. Segment your audience: Divide your prospective students into different segments based on interests, demographics, or academic preferences. This allows you to tailor your email content to specific groups and increase engagement.
4. Develop valuable content: Craft compelling and relevant content that resonates with your audience. Provide information about your institution, academic programs, campus life, student success stories, and any unique selling points. Personalize the content to address the specific needs and interests of each segment.
5. Determine triggers: Identify the actions or events that will trigger the delivery of your emails. These triggers include signing up for a newsletter, requesting more information, visiting web pages, or attending an admissions event.
6. Create a series of emails: Plan a series of emails to be sent over a specified period. Each email should build upon the previous one and gradually provide more detailed information. Examples of email types to consider include welcome emails, educational content, testimonials, success stories, and reminders of upcoming deadlines.
7. Incorporate feel-good emails: Avoid sending negative or guilt-inducing emails, such as those that make prospective families feel bad for not taking action. Instead, focus on positive reinforcement, encouragement, and showcasing the benefits of your institution.
8. Set email frequency: Determine the appropriate frequency of your email communications. Be mindful not to overwhelm recipients with too many emails, but also ensure you maintain regular contact to stay top-of-mind. Experiment and monitor the response rates to find the optimal balance.
9. Craft catchy subject lines: Use attention-grabbing subject lines that entice recipients to open your emails. A well-crafted subject line can significantly improve your email open rates.
10. Measure success: Utilize UTM codes or tracking tools to measure the effectiveness of your email drip campaign. Monitor key metrics such as open rates, click-through rates, conversions, and engagement levels. Analyzing these metrics will help you refine and optimize your campaign over time.

Example Drip Campaign for a K-12 School

Email 1 (Day 1 - Welcome and Introduction)

Dear [Prospect’s Name],

As you consider the best educational fit for your child, we want to guide you through our application process. Applying to [School Name] is an exciting step towards a transformative learning journey.

In this email, we’ve included detailed information on our application requirements, deadlines, and steps to ensure a smooth application process. If you have any questions or need assistance, our admissions team is here to support you every step of the way.

We believe each student brings unique talents and strengths, and we look forward to getting to know your child through the application process.

Let’s embark on this exciting journey together!

Best regards,

[Your Name]
[Title]
[School Name]
[Contact Information]

Email 2 (Day 3 - Meet Our Alumni)

Dear [Prospect's Name],

Thank you for being so interested in [School Name]! Today, we want to introduce you to some exceptional individuals who once walked our hallways as students and have made a difference in their communities and professions.

Our alumni’s achievements are a testament to the exceptional education and supportive community [School Name] provides. Our graduates have excelled in various fields, from successful entrepreneurs to renowned artists.

We believe that our nurturing environment and holistic approach to education play a significant role in shaping confident and compassionate individuals who positively impact the world.

Don’t forget to mark your calendar for our upcoming alumni panel discussion and discover how a [School Name] education can pave the way for a bright future.

Warm regards,

[Your Name]
[Title]
[School Name]
[Contact Information]

Email 3 (Day 7 - The Application Process)

Dear [Prospect's Name],

As you consider the best educational fit for your child, we want to guide you through our application process. Applying to [School Name] is an exciting step towards a transformative learning journey.

In this email, we’ve included detailed information on our application requirements, deadlines, and steps to ensure a smooth application process. If you have any questions or need assistance, our admissions team is here to support you every step of the way.

We believe each student brings unique talents and strengths, and we look forward to getting to know your child through the application process.

Let’s embark on this exciting journey together!

Best wishes,

[Your Name]
[Title]
[School Name]
[Contact Information]

Email 4 (Day 14 - Countdown to Open House)

Dear [Prospect's Name],

With the open house just around the corner, we want to warmly invite you and your family to experience the vibrant learning community at [School Name].

During the open house, you’ll have the opportunity to explore our state-of-the-art facilities, meet our dedicated faculty, and interact with our enthusiastic students. You’ll also learn more about our enriching academic programs, extracurricular activities, and the values underpinning our school culture.

To reserve your spot for the open house, please click the link below:

[Open House Registration Link]

We can’t wait to welcome you to [School Name] and show you why we take pride in providing an exceptional education that fosters curiosity, critical thinking, and creativity.

See you at the open house!

Warm regards,

[Your Name]
[Title]
[School Name]
[Contact Information]

Please note that these are just examples, and the actual content and timing of the emails can be adjusted to suit the school’s specific goals and audience.

Conclusion

As you’ve journeyed through this post, you’ve uncovered the essence of drip campaigns and their transformative potential for K-12 institutions. My hope is that now that you are armed with insights, you stand on the brink of redefining your school’s approach to engagement and enrollment. But remember, knowledge alone is not enough. It’s action that yields results.

If you’re ready to witness the magic of drip campaigns firsthand, to watch as your efforts blossom into strengthened connections and enhanced enrollment, it’s time to take the next step. Reach out to me today, and let’s embark on this transformative journey together. Contact me now to start crafting your school’s future, one well-timed email at a time.