When I say email marketing, I am not talking about sending emails to anyone. I am talking about the importance of staying in touch with your current and past customers. I am talking about creating customer loyalty. I am talking about positioning yourself as an “expert” that your customer can turn to with confidence!
As a general rule, I send a weekly email to my local swim school patrons. HOWEVER, I keep that email short and to the point (unlike the email I am sharing below). Don’t send your clients a lengthy newsletter that they are going to DELETE and miss your real message. As a rule of thumb, keep your weekly email messages to three points or less.
There is a time and place to elaborate, to give more, to educate… just don’t do it weekly. If you send something longer on occasion and it is educational, most of your readers will be curious if not anything else. They will want to know why you have taken the additional time to write them… and they will read it. This is your opportunity to make a statement, to educate, and even to persuade your reader and get your critical message across!
Here is an example of one of those longer emails. It has what I feel is a critical message to communicate to my local swim lesson parents, and it benefits their children:
Dear SLC Families & Friends:
Why are March lessons so important? Because if you start lessons now and continue in April and May–your child will get 24 lessons BEFORE summer arrives.
Why is that important? Consider what your child could ACCOMPLISH before summer is here:
- Parent & Tot level Students – He/she could learn how to swim short distances and learn how to get back to the side of the pool if he fell in.
- Swim 100 level Beginners – He/she could learn how to swim across the pool
- Swim Strokes 200 level Swimmers – He/she could master freestyle with side breathing and backstroke–two of the most critical skills any swimmer ever learns!
- Adv. Swim Strokes 300 & 400 level swimmers – He/she could graduate from lessons– making him like a “black belt of swimming” (blue wristband) by summer, giving your child a complete set of swimming skills.
Why 2x per week?
Listen, 1x per week of swimming lessons is clearly 100% better than ZEROx per week, and 1x per week is a great way to maintain swimming skills over the winter and certainly make some improvement.
However, IF you increase the frequency of swim lessons/practice from 1x per week to 2x per week you will CLEARLY see a significant difference in the speed/rate of improvement. STUDY AFTER STUDY clearly suggest when you increase frequency, you increase the learning rate.
As a parent of three young boys–I UNDERSTAND HOW NICELY ONCE PER WEEK fits in our busy schedules and I am okay with that in the fall and winter. But when spring time comes, it’s time to increase the frequency. Learn to swim is so important for the safety of our children.
Soccer, Karate, Basketball, Gymnastics, Dance, etc. are all skills that are TERRIFIC for young children to be exposed to and learn. But if your child is going to master a musical instrument, excel at a sport, or if you are just trying to stay fit–-do you really think once per week is enough? How much weight will you lose if you diet and exercise once per week? If you really want your child to swim not only for fun and fitness, but for skills and safety–NOW IS THE TIME TO MAKE A REAL COMMITMENT TO SWIMMING. There are no magic formula, but I can promise you that our Swim Lessons University curriculum is as efficient as can be!
What do I do with my own children? We dedicate 2x per week for swim lessons from March through October and have done that for all three of my boys since they were a year old. It works!
REGISTER YOUR CHILD TODAY! Swimming is the ONLY skill that could save your child’s life!
Jim Reiser, M.S. of Physical Education
Founder – The Swim Lessons Company
February 18, 2013 at 2:30 pm Comments (0)