Email marketing can be a powerful way to reach customers for any business. Email marketing has the highest ROI of any form of digital advertising! However, it can be tough to get started if you’re unsure where to begin or how to execute your campaign. If you are new to email marketing, here are some common email marketing mistakes to avoid when launching your campaign.

It lacks personalization

Parents will subscribe to your daycare’s email list as long as your content resonates with them in some way. For example, perhaps they want to stay apprised of events happening at your facility. If you start with email marketing, it’s crucial that you only send relevant content to your readers. If you’re not sure how best to personalize your email messages (and don’t worry, we’ll get into this more below), there are a variety of strategies you can use, such as email segmentation and or email automation tools.

You don’t include a Call to Action (or “CTA”)

Every email marketing campaign needs to include a specific email call to action. Your CTA can be several things. For example, it can be asking your readers to sign up for email updates, request more information on a product or service, or download an ebook. Without a call to action, it will be difficult for your email marketing efforts to produce accurate results. Ensure that your call to action focuses on parents’ needs or interests.

Your subject line isn’t compelling

You can’t just send emails to parents in the hopes that they’ll open your messages. Your emails need to include a clear subject line. It should pique their curiosity and encourage them to open the email to find out more about what you have in store for them! For example, your subject line might be something like, “New Product Launch,” “Free Trial Daycare Offer,” or “The Best Time To Visit Your Local Daycare”. Make sure that it’s clear, focused, professional, and provides value.

You’re not utilizing email segmentation

As we mentioned above, personalizing your emails to specific subscribers is critical for increasing engagement with your emails.  If email marketing is new for you, consider utilizing email segmentation to personalize your emails better. Email segments refer to email lists that divide your subscribers up based on their interests and behaviors. This helps them receive more content that is most relevant to them in email campaigns. This way, when it comes time to launch an email campaign that focuses on a specific product or service, you’ll know what to send and to whom.

You don’t send emails consistently

If you want the parents included on your email list to engage with your emails and give you their business (which is what we hope!), then your messages need to be relevant and timely. For example, right after someone subscribes, you should be sending them a welcome email. First impressions are everything. Statistics tell us that introductory email has higher open rates. By setting high expectations ahead of time, you can help ensure that customers know when they’ll hear from you again.

You don’t include images in your email content

Email marketing campaigns need to include relevant imagery, such as photos and infographics, especially with a visual element like product images. It can help boost email click-through rates by around 93%, according to one study! So make sure to include captivating visuals in your emails that not only capture the viewer’s eye but also showcase the value of your product or service.

You don’t include links in your email content

Email marketing campaigns also need to include relevant links related to each email’s topic or service being discussed for parents to get more information or sign up for an upcoming event. Make sure your email links go directly to your website so they can easily find what you’re offering. After all, the more traffic you drive to your website, the better!


Email marketing is a great way to stay in touch with parents whose children are enrolled at your daycare center. It is a great avenue to help you reach out because it can be one of the best ways to keep parents updated about what’s happening at your center and help establish relationships. The key lies in how well you execute this outreach strategy, which brings us back to the importance of avoiding common mistakes. These pitfalls include not sending emails consistently, segmenting lists too broadly, or omitting a  call-to-action or enticing subject line in your emails. If you are looking for helpful tips for how you can improve your center’s email marketing strategies, contact Local Child Care Marketing today!