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.
Before diving into the campaigns, let’s look at why email is such a powerful tool for summer camp marketing:
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.
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:
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.
Offer an exclusive discount for families who register early. Use scarcity and urgency to drive action.
What to Include:
Example Subject Line:
“🎉 Save $100—Early Bird Registration Ends Soon!”
Parents want to know what makes your camp special. Send a series of emails that focus on specific aspects of your program, such as:
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.
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:
Pro Tip: Use email segmentation to target different audiences (e.g., first-time inquiries vs. returning families).
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:
Example Subject Line:
“Only 2 Weeks Until Camp Starts—Here’s What to Pack!”
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:
Example Subject Line:
“We Miss You! Come Back to Camp This Summer ❤️”
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:
Pro Tip: Include testimonials from parents who’ve successfully referred friends.
Create a time-sensitive promotion to drive registrations. For example:
Example Subject Line:
“Sign Up This Week and Save Big—Limited Spots Left!”
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:
Example Subject Line:
“🎥 Join Our Virtual Camp Tour—See What Makes Us Special!”
Don’t go silent after the camp season ends. Use the off-season to keep your email list engaged.
Ideas for Off-Season Emails:
Pro Tip: Share behind-the-scenes updates about how your team is preparing for the next camp season.
To make the most of these campaigns, follow these tips:
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.