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Marketing Strategy

How to Improve Email Open Rates

Email marketing is a powerful tool for communicating with both current and potential families on your email list. Getting parents to open the emails you work so hard on can be difficult. Improving your email open rates immediately leads to more effective campaigns.

What is Email Open Rate?

Email open rate is the percentage of your subscribers who opened an email campaign from your child care center. Email open rates help you monitor your campaign success by indicating how well you were able to grab the attention of your subscribers.

If your email open rates are typically low, you might need to adjust your subject lines, timing or content. Follow these tips to increase email open rates for your center’s campaigns:

Catchy Subject Lines

A good subject line will captivate your readers and encourage them to open your email right away. Catch parents’ attention with a creative, personal subject line that’s short and straight to the point for busy moms and dads.

Perfect Timing

Timing is key when it comes to email marketing. Improve your center’s email open rates by adjusting your send time to coordinate with working parents’ schedules. Do some research on the best days and times to send an email and experiment with your upcoming campaigns to perfect your send timing.


According to HubSpot, mobile opens account for 46 percent of all email opens. Mobile-friendly email marketing is more important than ever, as a large portion of millennial parents are using mobile to check their inbox. For higher email open rates, design responsive email layouts for mobile, tablet and desktop users alike. Be sure to use a single column layout that’s scales for easy readability on any device.

Segment Your Email List

One way to keep content relevant for each of your recipients is by segmenting your email list into unique groups. You may want to separate your current clientele from potential families so your recipients aren’t bothered with emails that don’t pertain to them. You can also segment your lists based on demographics and interests if your center has more than one location or a variety of programs.

Quality Content

Busy parents aren’t going to waste their time reading content that isn’t valuable to them. Whether you’re sending out a monthly newsletter to your current families or an invitation for families to enroll in your summer program, it’s important that your content is engaging and informative. Sending high-quality, personable content to parents is one of the best ways to keep open rates high.How to Improve Email Open Rates