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Dance Studio Owner Tips for Effective Email Marketing


Studio Owner Article


Success with Marketing and Sales

All Dance Studio Owners MUST use email marketing to grow their dance studio businesses. If you are not using email marketing for your clients and prospective clients you are missing out on a great opportunity to not only build better lines of communication with your customers, but also to continue to sell to them. When a prospective client calls your school, getting their email address is one of the things that your front desk staff needs to do. Let prospective clients know that you will be sending them information, updates and special offers.

Let’s begin with the most important information first.

Here is what we feel are the 10 most important tips for anyone managing the email marketing process.

1.     Only send emails to people who have given you permission. Get your customers to give you their email address and let them know that you will be connecting with them through email. They can then white list you.

2.     Only include content relevant to the type of content the person has requested. We also love to send out special offers for other businesses that we know our clientele would appreciate receiving. These special money saving offers are a BIG hit!

3.     Be consistent with your emailing frequency. Pick a schedule, whether it is weekly, biweekly or monthly, and stick to that schedule. We found the best time of day is between 6 to 8 pm at night when parents are home. Also Saturday is another great day for emails to parents.

4.     In most cases it is best to send business-to-business emails Tuesday through Thursday. We’ve found that the best times to send are just after the start of the day around 9:30am or just after lunch around 1:30pm. It is best to avoid sending business-to-business emails after 4pm or on weekends. Why would you send out an email to businesses in your community? To promote the idea of doing joint venture marketing! Have your staff call area businesses to see if they want to be included on your list. You could also create a monthly get together at your school so business owners can connect and share ideas.

6.     To improve deliverability, add a message at the top of your emails that says something like: 'To ensure receipt of our emails, please add to your Address Book.'

7.     Make the 'From' name for your messages either your dance studio name or the name of a person at your studio. Once you choose a 'From' name, keep it consistent. During the split-second decision subscribers make whether to open your email, the most important factor in their decision is whether the 'From' name is familiar to them.

8.     Be sure to include both a plain text and an HTML version of your newsletter. An online marketing service like iContact will automatically detect which subscribers can view the HTML message and which can only see the plain text message. If you don’t include a plain text message, around 5% of your recipients will see a message with nothing in it.

9.     Don’t use all caps or multiple exclamation marks within your subject line or body. Doing this will trigger spam filters.

10.    Build your list at every opportunity you have. When your customers sign up for classes have this on your registration form. At shows or events, bring a paper sign-up form or have a laptop with a sign-up form set up and available for interested parties. When meeting fellow business owners ask if you can have their email address to include them on your business list. Finally, add a free class or newsletter sign-up form to every page on your website.

To check out our studio website visit:

Did You Know?  That Dance Teacher Web is the LARGEST online resource for dance teachers and studio owners with 1000+ videos, 100's of articles and lesson plans so that you can stay current and creative all year long. For the busy Dance Studio Owner, we offer fantastic articles on topics like marketing, how to get more students and increase revenue, business building video seminars, downloadable manuals, sample ads and forms that can help you increase your profits 30% or more!

Think of us as your virtual Dance Teacher Conference.

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Steve Sirico

Steve Sirico

Steve is co-founder of Dance Teacher Web the number one online resource for dance teachers and studio owners worldwide.He is Co-Director of the very successful D'Valda and Sirico Dance and Music Center in Fairfield, CT for the past thirty plus years. His students have gone on to very successful careers in dance, music and theater. Originally from Norwalk, Ct, Steve excelled in track and football. He attended the University of Tennessee at Martin on a sports scholarship. Deciding to switch and make his career in the world of dance, he studied initially with Mikki Williams and then in New York with Charles Kelley and Frank Hatchett. He has appeared in a number of theatre productions such as Damn Yankees, Guys and Dolls and Mame in New York and around the country and in industrials and television shows. He was contracted to appear as the lead dancer in the Valerie Peters Special a television show filmed in Tampa, Florida. After meeting Angela DValda during the filming they formed the Adagio act of DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Author of his Jazz Dance syllabus and co-author of a Partner syllabus both of which are used for teacher training by Dance Educators of America, He has also co-authored two books one for dance teachers and one for studio owners in the "It's Your Turn" Book series. He is available for master classes, private business consulting and teacher training development

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