Emails that Engage Prospective Parents

My Email Design | Private School Marketing |


I am going to show you exactly how I would write an email to prospective families. I know that sometimes it is difficult to come up with the right words, length, and ideas that will serve our prospective families best.

Let’s be real. You have worked so hard to recruit these families. The last thing you want is for them to receive your email and feel like it is salesy or spammy. No way.

I am here to show you how to write an email that your prospective families are going to love. They will appreciate that you have written to them and shared about your school.

So, let’s get started!

#1 Greet them with authenticity. Remind them of your Open House or other Recruitment Event. Offer a way for them to connect with you.

Hello (parent name or Prospective Parent)

We are so glad that you came to visit our campus during Open House (insert date). If you missed Open House and still want to visit, we are giving tours (or offering an online webinar) and you can schedule HERE (insert a link or phone number).

#2 Use first person. AND include your opinion. This is key to what makes your email friendly and NOT spammy. The following is an example. Mention what it was like to talk to the alum. Say how they like their college. Change the words and make this relevant to your experience.

I have a wonderful success story about a recent alum that I wanted to share with you. Alum, Katie P, graduated in 2019 and now attends UC Davis. She called me the other day to talk about her experience. I thought her words were really powerful in how HS Academy helped prepare her for this academic journey. This is what Katie said,

“I am currently at UC Davis and live in the freshman dorms. I cannot tell you how much HS Academy has prepped me for this college experience. I am at a college with some of the brightest students. Most are top of their high school class. But writing essays has been the biggest challenge for so many. However, it has been the opposite for me. I have taken all the writing skills that HS Academy taught me and applied them to my college classes. I feel so lucky to have been so well prepared for college.”

#3 Go after the testimony. You do need to wait for a student to call you. Call them. Ask them about their experience. And ask them, “You just gave a great testimony about our school. Can I write up what I remember you saying and get your approval for using it in an email?” This way, you have a curated and brief testimony that you can use.

I was so happy to here how HS Academy has served our student well. This is exactly the kind of success we prepare our students for. (Add a reflection about the statement here)

#4 Closing. Invite them to campus or to call you. DO give some deadlines. See below about shadow days or limiting when your tours are etc. Notice, I offer text as an option. Ideally, it would be great if you have a number that prospective families can text you at.

We also have some events coming up that all families are invited to. This Saturday is the Basketball game. Our students will be playing ABC School. (Insert time and place).

Our admissions office is always open. Our shadow days are extended until the end of this month. If you would like to set up a shadow day visit, please call me at 800 555 1212. You can also text me at this number. Lorraine is our Assistant Admissions Director and is happy to give tours on Fridays at 10am.

Happy Wednesday!

Your Name, Your title

Your Contact Information

#5 Add a PS. This is supposed to be one of the most read parts of an email!

PS. Don’t forget to join the conversation on FB (add link). We post most of our events there too!

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Mia is spot on with how she teaches schools how to use their cell phones to take better photos, utilize video features simply, and transfer those assets to increase school marketing efforts. Schools win because they can maximize the resources they already have.
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