Just the thought of creating an effective automated workflow for emails can feel overwhelming, especially when you start thinking about the personalized messaging for different groups of people. Four emails for four different audiences? Sounds like 16 time-consuming emails you'll need to write, design, manage, and send, and suddenly, "workflow" feels more like "work overload." 

Don’t reinvent the wheel with endless manual tasks, email lists, and data entry! With a little planning and a clear roadmap, you can create the core content once, set your workflow, and then tweak it as needed.

Yes, there's some initial effort to get things running smoothly, but the long-term benefits of workflow automation—consistent, targeted communication that actually gets results—are huge.

Here’s a simple, four-part formula for creating impactful automated email workflows for your school.

Quick & Easy Email Workflows for Schools | The 4-Part Formula

This four-part formula saves time and gives a solid framework for just about any (and every) email sequence. Let's look at each part in a little more detail:

Email #1: Extend, Explain, Excite

This email type is all about making a great first impression. It's your invitation to your audience, so clearly state the event or opportunity, and don't assume your audience knows all the details.

Cover “The Five Ws:”

• Who: Who is invited? Be specific (e.g., "prospective 8th-grade students and their families," not just "families").
• What: What’s the event or opportunity? Give a brief, compelling description.
• When: When will it happen? Include dates, times, and any relevant deadlines.
• Where: Where will it take place? Provide the location, whether it's a physical address or a virtual meeting link.
• Why: Why should they attend or participate? What's in it for them? This is your chance to highlight the key benefits and generate some interest.

Example: For a prospective student open house, the subject line might be "You're Invited! Explore [Your School Name]'s Vibrant Campus." The email’s body content would then detail the open house activities, faculty introductions, student panels, and your school's programs.

Granada Hills Charter used Finalsite's email automation tool, Workflows, to create an invitation to their parent workshop series, a great lead-nurturing opportunity to get prospects on campus.

Email # 2: Point Out the Value, Pump Up the Fun

Now that you've extended the invitation, it's time to convince your audience why they should accept. Focus on the value proposition and tell the recipient what makes your school or event special.

• Highlight Benefits: Connect the event or opportunity to your school's mission and values. How will attending benefit the recipient? Will they learn something new, meet inspiring people, or gain access to new resources?
   
• Include Social Proof: Testimonials, quotes from current students or parents, and photos from past events can add even more credibility and make your message that much more persuasive.
   
• Emphasize Fun and Engagement: Don't be afraid to inject some personality into your emails! Highlight the fun and engaging aspects of the event or opportunity. What will make it a memorable experience?

Example: For the open house example, a follow-up email might be titled "3 Reasons to Attend Our Open House." Your email could highlight small class sizes, innovative teaching methods, and a strong sense of community. Include a parent testimonial about their child's positive experience at the school.

For example, Hebron Academy shares information about its academic and counseling programs in its email workflow to prospects.

Email # 3: Remind and Reiterate Impact

As the event or deadline approaches, send a reminder email. This is your chance to double down and reiterate the key benefits and address any potential hesitations.

• Reinforce the Value: Briefly restate the most compelling reasons to participate.
   
• Create Urgency: If there are deadlines or limited spots, make sure to call them out.
   
• Address WIIFM: Clearly state "What's in it for me?" for the recipient. What specific outcomes can they expect?

Example: A reminder email for the open house could have the subject line "Sneak Peek at Our New STEM Lab!" The email could feature photos of the new lab and mention a special Q&A session with the science faculty.

Rumsey Hall created an email for its automated sequence with a reminder about its admissions deadlines, along with all the amazing things happening on campus.

Email #4: Follow-Up, Thank Them, Support Community

After the event or deadline, send a follow-up email. It's an important step in building relationships with your audience, even if they didn’t attend or participate.

• Express Gratitude: Thank attendees for their participation.
   
• "In Case You Missed It" (ICYMI): Include a recap of the event or a summary of key takeaways for those who couldn't attend.
   
• Share Resources: Provide links to photos, videos, presentations, or other relevant materials.
   
• Cultivate Relationships: Encourage more engagement by inviting recipients to connect on social media, visit your website, or contact your admissions office.
   
• Example: A post-open house follow-up email could be titled "More Ways to Connect with [Your School Name]." The email could include a link to a photo gallery of the event, a blog post about student life, and contact information for the admissions team.

Putting the Formula into Action

Here's how this four-part formula could work for different audiences:

Creating an effective email workflow might seem daunting, but it's a manageable process when broken down into clear steps. Here's an easy way to help you jumpstart your next workflow:

Step 1: Choose a Workflow

Start by defining the purpose of your workflow. What's your goal? What do you want to achieve? Here are some common workflow goals:

• Welcome: Onboarding new students, parents, or faculty.
• Follow-Up: Nurturing leads after an inquiry or event.
• Resource Sharing: Providing valuable information to specific audiences.
• Fundraising: Soliciting donations from alumni or supporters.
• Event Promotion: Generating excitement and registrations for school events.
• Thank You: Expressing gratitude to donors, volunteers, or event attendees.
• Call to Action: Encouraging a specific action, like visiting your website, scheduling a tour, or applying for admission.

Step 2: Choose Your Audience

Once you know the purpose of your workflow, identify your target audience. Different audiences require different messaging and approaches. Think about these common audiences you’d be trying to engage:

• Prospective Families: Families considering your school for their children.
• Current Parents: Parents of currently enrolled students.
• Alumni: Graduates of your school.
• Donors: Individuals or organizations who have donated to your school.
• Faculty/Staff: Teachers and other school employees.

Step 3: Use the 4-Part Message Formula

With your workflow purpose and target audience in mind, apply the four-part message formula we covered above to create the individual emails in your sequence. Remember:

• Email 1: Extend, explain, excite (an invitation, event details, focus on the opportunity).
• Email 2: Point out the value and pump up the fun (include benefits, social proof, and the fun).
• Email 3: Remind and reiterate impact (deadlines, special offers, WIIFM).
• Email 4: Follow up, thank them, and support the community (gratitude, ICYMI, relationship building).

Step 4: Create Your Messages

• Start with the Subject Line: Your subject line is the first (and sometimes only) thing your audience will see. Make it compelling and relevant to the email's content. Keep it concise and avoid spam trigger words. Then, write clear, short, and engaging email copy that aligns with the four-part formula.
   
• Design Template: Keep It Simple But Bold: Your drag-and-drop email template should be visually appealing and easy to read. Use your school's branding (logo, colors, fonts) to create a consistent look. Keep the design clean and uncluttered, and make sure your emails look great on all devices.
   
• Build the Workflow: It's Okay to Keep It Simple: Workflow software or your email marketing platform will allow you to automate your email sequences. Start with a simple workflow and gradually add complexity as needed. Don't overcomplicate things—just focus on delivering valuable content to your audience.

Pro Tip: Be mindful of how often you're sending emails—families are still getting all the other reminders, save the dates, and one-off school communications. Bombarding your audience with too many messages can lead to unsubscribes and negative perceptions. Quality over quantity is key, so make sure each email serves a purpose and provides value.

Where Workflows Can Help: Expanding the Possibilities

Email workflows can be used for a wide range of school communications:

• Admissions: Nurturing prospective students from inquiry to application.
• Enrollment: Onboarding new students and their families.
• Parent Communications: Sharing important updates and information.
• Fundraising: Building relationships with donors and soliciting gifts.
• Alumni Relations: Engaging alumni and keeping them connected to the school.
• Event Management: Promoting events and managing registrations.
• School Newsletters: Sharing school news and updates.

Key Takeaway

So, there you have it! This four-part workflow formula is your key to simpler, smarter email marketing. Now go out and start creating amazing content, and connect with your community. Your inbox (and your school) will thank you.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.