A $4,000 tuition offer that brought families back for a tour
Primrose School of Rockland wanted to reach families who had enquired before but never enrolled. We built a focused Mailchimp campaign around a $4,000 discount on first-year tuition, sent from the co-owner's own inbox so every parent reply felt personal.
Measured across all 6 emails over the 3-week campaign. Source: Mailchimp reports and the school tour calendar.
Primrose School of Rockland
Where they were stuck
The school had a list of past enquiries sitting unused. Some families had never visited, others had toured but not enrolled, and one generic email would not speak to either group properly.
What we set out to do
Bring these families back with a clear, time-bound offer, get them to book a tour, and make sure no parent reply went unanswered.
How we got there, step by step
Two-list segmentation
Split households into List A (never toured) and List B (toured but did not enroll), one household per row.
Offer-led messaging
Three emails per list, each built around the $4,000 first-year tuition offer and written for that group.
Mailchimp automation
Both sequences set up as automation flows, sent in the co-owner's name with replies going to her inbox.
Same-day suppression
Anyone who replied or booked a tour was removed from the remaining sends that same day.
Reply handling and reporting
Every parent reply forwarded within 30 minutes, with a daily report on sent, replies, forwarded and unanswered.
The work, in one list
Services used: List segmentation, campaign strategy, copywriting, Mailchimp automation, reply management, daily reporting
List A email: Never toured
Generic newsletter blast with low engagement
List B email: Toured previously
Personalized $4,000 tuition offer & direct tour link
“The personal email sequence resonated immediately with parents. Booking 6 tours in 3 weeks was a huge win for us.”
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