A “playbook” you can deploy to drive higher usage in key coures. Consists of three templates with recommended send dates that can be rolled out to as many courses as you want.

Email is not dead!

Students open emails. In our most recent batch of 3 schools launching Penji Engagement, open rates were over 40%. Below, we’ll share the battle-tested email sequence we use to drive tutoring usage in high DFW courses - three concise emails, spaced out throughout the term.

Best Practices

Email remains one of the key channels for marketing your learning center. It is a widely accepted channel by college IT folks and you can likely get permission to use it.

Some claim it is so widely used as to be ineffective. This isn’t true. Some best practices will help your messages to students stand out from the crowd:

Personalization in the subject line

Students (and people) have an incredible ability to scan and categorize. Students don’t just wholesale delete - they pick out things that feel important. Simply adding a personalization like a Course Code (e.g. CHEM1211) that they are enrolled in to the subject line will draw their attention and earn an open.

Simplify, simplify

The time people spend reading an email has decreased from a whopping 13.4 seconds in 2018 to just 8 to 9 seconds today (source). You have 10 seconds to make your point and merit deeper consideration. Use it wisely!

Be a human, ask a question

Write like you would to a friend. Read it out loud to see if it sounds natural. And consider asking a question of them - “Are you interested in this? Let me know!” This makes it clear you are a real person emailing them who would accept a reply, not a robot.

Volume

This is indeed a crowded channel. This fact is something your recipients are used to. They don't notice a couple extra emails per month. Push your way into this space - don't feel bad about it, because your outreach, unlike others they receive, will be highly relevant, personalized, and timely emails. It will often result in students using a tutor for the first time, which may change their life significantly. Start sending, at scale!

Penji’s Tested Email Marketing Playbook

Cadence

• Week 2: Welcome back! We have tutoring in <COURSE>.
• Week 5: Midterm season! Prepping with a tutor saves you time.
• 3 Weeks Before Finals: Finals are here, grab a time while you still can.

Subject Lines

• Include the specific course in each subject line
• Simple, short subjects that leave some room for wondering “what do they mean” are great. “CHEM1211 Tutoring”, or “MATH1300 Midterm” are good.

Results

• Running this sequence of templates should result in 10-20% usage rates in the classes that you target - 4/4 recently launched pilots achieved this: UGA, Nevada State, Portland State, Johns Hopkins
• Johns Hopkins rolled this out for most key high DFW classes and saw a 300% increase in tutoring visits immediately, and had to shut the marketing down

Templates

Week 2: Welcome Back

Hi <FIRST NAME>,

Welcome back to campus! My name is <CONTACT NAME> and I work at <CENTER NAME>. We offer free tutoring in <COURSE>, any interest in getting scheduled? The tutors are <SCHOOL> students who have done well in this course previously, are trained and certified, and are available both in person and online. <OPTIONAL CONTEXT ON MODES e.g. Study Pods or 1:1 Appointments are available>

If you want to schedule, let me know and I can send some time options, or you can grab something yourself here. Thanks.

<SIGNATURE>

Week 5: Midterm Season

Hi <FIRST NAME>,

After my email 2 weeks ago, do you have any questions about getting a tutor? A lot of students find that a single session pre-midterms helps them save time in the long run. It also establishes a relationship that you can turn to if you need support later. You can book something yourself here, but if you have any questions or want me to send you a few options over email, just let me know.

Best wishes,

<SIGNATURE>

(Optional) Week ~8 pre break tutoring

Hi <FIRST NAME>,

<COURSE> tutors have some availability this and next week, want a time? Let me know and I'll send a few options, or you can book here.

<SIGNATURE>

Week 12: Finals - Book ASAP

Hi <FIRST NAME>,

Finals are approaching and <COURSE> tutoring slots are filling up quickly! Wanted to let you know before they are gone. Many students are booking multiple sessions to prep for finals. You can book directly here <LINK>, or I can suggest some available times for you if that's easier.

<SIGNATURE>

So that's our basic system. Not rocket science, but sometimes all you need is the confidence to begin sending,

Let us know how it goes!