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Email Marketing 101

Growing a dance studio can be a time-consuming process that leaves many dance studio owners frustrated and overwhelmed. But what if you didn't have to constantly chase up leads and spend valuable time promoting your classes and programs? What if you could even promote your classes while you were on holidays 🌴 ... or asleep? 😴

We all know promoting your studio and communicating information to your dance families isn't as easy as simply sending a single email or posting a pretty image on Instagram!

Consistency and repetition are key in both cases - whether you're promoting enrolments, advertising an event, or sending out info to existing dance families. No matter what way you look at it, it's a consistent effort over time that leads to results.

​But how do you achieve all of this without being chained to your laptop and spamming your social channels? Email is the answer! Yes, consistently emailing current and potential dance families is a simple (and inexpensive) way to up-level the marketing at your dance studio.

So how can you ensure you're getting the most from your email marketing? Here are my top five tips:

Build your email list

Email marketing won't work for you unless you have people to email! Every time someone enquires at your studio, make a habit of collecting their email address and adding them to your list (make sure they're aware they're being added to your mailing list). Use dance studio software to capture customer information and add a simple sign-up form to your website inviting people to subscribe to your mailing list.

Stay organised

I'm going to let you in on a little secret here... those email addresses scribbled on those Post-It notes stuck to studio computer aren't helping you grow your studio! It’s not enough to just collect email addresses… you have to DO something with those emails! Create a workflow that includes adding new contacts’ emails to your dance studio software or email marketing software (or both!). Let your studio admin team know and set a time each week to ensure your email list is up-to-date with new leads collected that week.

Insider Tip: If you're not already using an email marketing platform, we recommend Mailer Lite

Stick to a schedule

Haphazardly emailing your leads or studio families when the mood strikes isn't the way to create an effective and consistent marketing strategy. I recommend an email schedule of four emails every month promoting upcoming studio events, special workshops and, of course, enrolments. These emails can go to your leads, your current customers, or both! Don't know where to start? Check out our FREE Email Marketing Calendar designed specifically for dance studios with ideas for what you should be promoting each month of the year.

Keep it brief

No one wants to scroll through a 5-page manifesto about your studio! ALWAYS aim for shorter emails to make your life (and your readers’ lives!) easier. Sub-headings and dot points should be your best friends when creating email marketing content and always include links to your website or PDF files where your readers can find more information.

Follow best practice

We (hopefully) all know that using your mailing list to spam potential customers is definitely a no-go but did you know there are several other 'guidelines' marketers follow when using email. Following these best practice tips will help you optimise your emails, moving toward building a sustainable email marketing strategy that pays dividends for your studio.

  • Personalise your emails

  • Write casually and conversationally

  • Keep emails brief

  • Make emails easy to skim

  • Perfect the subject line

  • Use audience segmentation (ie. make sure you have separate lists for leads and current students)

  • Regularly clean your email list

  • Make it easy to unsubscribe

  • Don't share your mailing list or use it to promote other businesses

  • Stay compliant with both national and international anti-spam laws and regulations


If writing isn't your favourite thing to do or if you are still feeling a little unsure about what you should be saying, we have an email template bundle that might be just what you’re looking for.

Our Email Series Bundle features four full email sequences including 34 individual email templates that you can simply copy and paste into your email program, dance studio management software or email marketing platform. Use them in our recommended series or break them up to sprinkle in as needed.


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