Email Marketing for Summer Camps: 10 Campaigns to Boost Attendance

Writien by Justin Brackett

Email marketing is one of the most powerful tools to boost summer camp registrations, email remains a cornerstone of effective marketing for businesses, including summer camps. For camp directors and marketers, crafting the right email campaigns can mean the difference between a full roster and underwhelming attendance.

In this post, we’ll break down 10 email campaigns that not only engage your audience but also drive registrations for your summer camp. Whether you’re targeting returning campers, attracting new families, or keeping leads warm during the off-season, these strategies will help you make the most of your email list.


Why Email Marketing Works for Summer Camps

Before diving into the campaigns, let’s look at why email is such a powerful tool for summer camp marketing:

  • Direct Communication: Unlike social media, email gives you a direct line to your audience’s inbox.
  • Cost-Effective: Email marketing provides a high return on investment with relatively low upfront costs.
  • Personalization: You can tailor emails to specific groups—such as parents of returning campers or families who’ve only inquired.
  • Automation Opportunities: Modern email platforms allow you to set up workflows that nurture leads on autopilot.
  • Trackable Results: Email marketing tools offer analytics to measure open rates, click-through rates, and conversions.

For more ideas on how to create an effective summer camp marketing strategy, check out 10 Creative Summer CampMarketing Strategies to Boost Registrations or dive into Summer Camp Marketing Mastery.

Now that we’ve established its importance, let’s explore 10 specific email campaigns that will help your summer camp thrive.


1. Welcome Email for New Subscribers

Campaign Objective: Build Trust and Awareness

The first email someone receives from your camp should make a lasting impression. This campaign is triggered when someone signs up for your email list (e.g., via your website, social media, or a lead magnet).

What to Include:

  • A warm welcome and a brief introduction to your camp’s mission and values.
  • Highlights of what sets your camp apart (e.g., unique programs, experienced staff, etc.).
  • A call-to-action (CTA) encouraging them to explore your website or book a tour.

Pro Tip: Use personalization to greet them by name and mention how you got their email (e.g., “Thanks for downloading our Parent’s Guide to Summer Camps!”).

For more tips on building trust and awareness, visit Camp Marketing 101.


2. Early Bird Registration Campaign

Campaign Objective: Create Urgency to Boost Early Sign-Ups

Offer an exclusive discount for families who register early. Use scarcity and urgency to drive action.

What to Include:

  • A countdown timer or specific deadline for the discount.
  • Pricing breakdowns and the amount they’ll save.
  • Testimonials from families who’ve benefited from past early bird promotions.

Example Subject Line:
“🎉 Save $100—Early Bird Registration Ends Soon!”


3. Camp Experience Highlight Emails

Campaign Objective: Showcase the Unique Value of Your Camp

Parents want to know what makes your camp special. Send a series of emails that focus on specific aspects of your program, such as:

  • A “Day in the Life” of a camper.
  • Profiles of your camp counselors or staff.
  • Unique activities, facilities, or traditions.

Pro Tip: Use visuals like photos and videos to bring the experience to life. You can even embed camper testimonials or short interviews with parents.

To explore more creative ways to market your camp, check out 10 Creative Summer Camp Marketing Strategies.


4. Lead Nurturing Automation

Campaign Objective: Turn Inquiries Into Registrations

Not everyone will register immediately after discovering your camp. A lead nurturing automation sequence can help keep your camp top-of-mind.

How It Works:

  • Email 1: Thank them for their interest and share your camp brochure or FAQ guide.
  • Email 2: Introduce your camp’s values, safety measures, and what sets you apart.
  • Email 3: Share an exclusive offer or invitation to an open house event.
  • Email 4: Send a friendly reminder about registration deadlines.

Pro Tip: Use email segmentation to target different audiences (e.g., first-time inquiries vs. returning families).


5. Countdown to Camp Series

Campaign Objective: Build Excitement

Once families register, send a series of emails leading up to the camp’s start date. These emails create excitement and provide important details.

What to Include:

  • Packing lists and checklists for parents.
  • FAQs about drop-off and pick-up.
  • Spotlights on new activities or programs for the year.

Example Subject Line:
“Only 2 Weeks Until Camp Starts—Here’s What to Pack!”


6. Re-Engagement Campaign for Past Campers

Campaign Objective: Encourage Return Registrations

Families who’ve attended your camp before are more likely to sign up again—if you remind them. A re-engagement campaign nudges them back into action.

What to Include:

  • Photos or memories from their child’s past camp experience.
  • A special “Loyalty Discount” for returning campers.
  • Updates on new features or programs for the year.

Example Subject Line:
“We Miss You! Come Back to Camp This Summer ❤️”


7. Parent Referral Program Campaign

Campaign Objective: Boost Registrations Through Word-of-Mouth

Offer incentives for parents to refer your camp to their friends and family. Referrals are one of the most effective ways to drive registrations.

What to Include:

  • Details of the referral program (e.g., “Get $50 off for every new family you refer!”).
  • Easy-to-share links or graphics.
  • A clear CTA encouraging parents to share.

Pro Tip: Include testimonials from parents who’ve successfully referred friends.


8. Special Offer Campaign

Campaign Objective: Increase Conversions

Create a time-sensitive promotion to drive registrations. For example:

  • A sibling discount.
  • “Register Now and Get Free Camp Merchandise.”
  • Early registration perks like priority cabin assignments.

Example Subject Line:
“Sign Up This Week and Save Big—Limited Spots Left!”


9. Open House Event Invitations

Campaign Objective: Convert Leads Into Registrations

Hosting an open house or virtual info session is a great way to showcase your camp. Invite families to attend via email.

What to Include:

  • Date, time, and location of the event.
  • A link to RSVP.
  • Highlights of what they’ll see or learn at the open house.

Example Subject Line:
“🎥 Join Our Virtual Camp Tour—See What Makes Us Special!”


10. Off-Season Engagement Campaigns

Campaign Objective: Stay Top-of-Mind Year-Round

Don’t go silent after the camp season ends. Use the off-season to keep your email list engaged.

Ideas for Off-Season Emails:

  • Updates about upcoming programs or next year’s schedule.
  • Fun tips for families (e.g., outdoor activities or DIY crafts).
  • Holiday greetings and thank-you messages to show appreciation.

Pro Tip: Share behind-the-scenes updates about how your team is preparing for the next camp season.


Best Practices for Summer Camp Email Marketing

To make the most of these campaigns, follow these tips:

  • Segment Your Audience: Group your email list by factors like age groups, location, or past attendance.
  • Optimize for Mobile: Ensure your emails look great on smartphones, as most users check email on mobile devices.
  • Track Performance: Monitor open rates, click-through rates, and conversion rates to identify what’s working.
  • Personalize Your Content: Use names, past interactions, and preferences to make emails feel tailored to the recipient.

Build Connections That Drive Registrations

Email marketing isn’t just about sending promotions—it’s about building lasting relationships with families who will trust you with their children’s summer experiences. By implementing these 10 email campaigns, you can drive registrations, retain past campers, and grow your camp’s community.

Ready to take your email marketing to the next level? Start planning your next campaign today!

Justin has a proven track record of delivering results for clients across a range of industries, including hospitality, technology, retail, and non-profit.

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