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You’ve got a new inquiry! 😁

Whether you’re a big school or a hidden gem, we all get excited when a family show’s an interest in our school.

Your next move should always be some form of personal outreach. I don’t care how large and in charge you are; it needs to be personal.

After your outreach, it’s time to trigger the email drip campaign.

For folks new to the idea, let’s tackle what a drip campaign is and why it’s important. 

Those in the know can skip down a few sections.

What is a Drip Campaign?

A drip campaign, also called automated marketing, is an email marketing strategy where prospective families receive a set of pre-written automated emails.

It’s called a “drip” because, just like a leaky faucet, you can expect a slow and steady sequence over a period of time. (Also, like a leaky faucet, email drips can get annoying). That’s why the right combination of timing, content, and CTAs (“Calls To Action”–a compelling and clear “next step”) will help you develop a drip that rocks.

What is the Goal of a Drip Campaign?

Your ultimate goal is to enroll new students. 

But the journey from consideration to signing an enrollment contract is a long one for families. Therefore, you should consider multiple drip campaigns based on where the user is in the admissions funnel.

For example, a drip for those who’ve applied and one for those who have been accepted and you are awaiting their enrollment decision.

For this blog, we will create a top-of-funnel drip after the user (presumably a parent) has inquired.

The goal of this drip may be to have them sign up for an admission event, schedule and attend a parent interview, or complete the application.

To achieve your goal, there are three primary objectives.

• Open
• Engage
• Action

We want the user to open each email, engage by reading it, and take action.