Finally swim schools are preparing to re-open to their customers.

Here are some tips to maximise your enrolment numbers once you re-open.

Email all current customers to update them about re-opening dates and protocols.

In the lead-up to re-opening, it is important to have multiple communications with your existing customers.

Let them know about your plans for re-opening and what to expect.

Many parents may be cautious about re-starting their child’s lessons immediately and will need reassurance around your plans and practices to ensure the return to lessons is safe.

It is important to send multiple emails in the lead-up to re-opening. A typical bulk email has an open rate of 30-50%. This means getting your message through to every customer can be easier said then done. By sending multiple communications with different messaging and themes leading up to re-opening, you can ensure every customer is fully aware of what’s happening and more importantly comfortable and confident with re-commencing their child’s lessons.

Use SMS to re-engage your customers

We are all used to using email as a primary communication method with our customers however as we mentioned previously, the one flaw with email is the open rate and engagement by customers.

This is why it is advisable to use SMS as part of your customer re-engagement strategy.

SMS does require an investment (for example within our software through our preferred supplier it’s 8c per SMS) however that investment can be well worth it in terms of cut through.

A typical SMS will typically be read by over 90% of recipients.

An SMS to your existing customers to accompany your email communications can bolster your re-opening communications plan.

Here is a simple example you could use as part of your re-opening plans.

Hi John,

 

Lessons are re-starting at Star Swimming on November 5th.

Keep an eye on your inbox for more information or go to our website to stay up to date!

We can’t wait to welcome your family back!

Email all past customers (last three years) to inform them about re-opening and enrolment opportunities.

An overlooked opportunity for a lot of swim schools is part customers.

Do you have an email database of all of your non-active customers who previously had children swimming with you over the last three years?

Maybe they have other children who are now ready for lessons? Maybe they went to another swim school and this is a perfect time to regain them as customers? Maybe they just left for a break and have yet to re-join.

Your past customer list is a hidden gold mine waiting to be mined if you strategically and frequently communicate with them.

Make sure past customers are aware of your re-opening by including them in communications.

Direct specific communications to this group and acknowledge that they swam with you previously.

For example,

Hi Amy,

 

We hope this email finds you well.

This is just a quick email to let you know that we are re-commencing swimming lessons on November 5th.

We know your family has not been actively doing lessons for a little while however we wanted to touch base and see if you’re interested in enrolling in preparation for the summer.

With the lack of opportunities for children to learn to swim over the past two years, re-introducing children to lessons is more important than ever to ensure water safety.

If you would like to book an enrolment please contact us on 1300 000 000 or you can register online here.

Also- if you no longer wish to hear from us feel free to unsubscribe from our customer list by clicking the link at the bottom of this email.

 

Warm regards
First name Last name
Swim school name

This short friendly email may be the trigger that makes a parent consider re-enrolling. If one out of 20 of your past customers re-enrol you can expect a significant boost to your enrolment number with a small effort.

Promote the importance of water safety for summer in your messaging

We touched on this in the email example of the last tip. Make sure you promote the importance of water safety for the summer.

The last two years have been unprecedented in terms of disruptions to children learning to swim and this will increase the risk of drowning over the summer.

There are some great stats and research by Royal Life Saving you can use to highlight the increased risk to children and their water safety due to the pandemic.

The key is to not be over the top and scare customers, however, this can be used as a gentle way to highlight the importance of re-commencing lessons immediately.

Leverage video to welcome customers back to the pool

Finally, another great way to re-engage customers is to create a welcome back video or series of videos.

Record a video message of key staff welcoming your customer back to the swim school and saying they can’t wait to see them.

This adds a personal touch as people can see familiar faces and can make your customer look forward to connecting with your team again.

These videos can be sent out in your email communications, put on your website, and posted on your social media channels.

We hope you find these tips useful and enjoy a successful re-opening.