OVERVIEW / 01
*This is a fictional brand to showcase work*
Clay Collective is a modern pottery studio located in New York City. The studio design is known for its minimal feel with plenty of natural lighting. The design along with the kind and supportive staff make it one of the most popular studios in NYC.
First, I want to identify what it is that the studio mainly focuses on for revenue streams to see where email can be the most beneficial. From what it looks like, the main revenue stream is with the Foundational Pottery Course.
Revenue Streams:
Classes
5-week Foundational Pottery Course
10 student spots available
Open Studio
Independent Study
Clay and retail sales
PROBLEM / 02
What the students are missing in the current flow is a way to keep the students informed and engaged in the course outside of the studio. That’s where email marketing and automation would really be the most beneficial. Especially with the longer courses, the student experience is critical to retention after the course to strive for open studio and independent study sign ups.
SOLUTION / 03
For this project, I wanted to focus just on automation. However, for email marketing, I would do the following with a 1-2 email per week frequency:
Monthly Newsletter
Community Appreciation
Student Pottery Showcase
Event Promotion
Etc.
To get the most out of the email automation for student experience and retention after the course, the first automation I would implement is the following:
On Sign Up
Going over the course schedule, the refund policy, open studio times and course expectations
1 Week Until Course Starts
Reminder of the course starting
Able to utilize SMS for reminder
1 Day Before Week 1 Class
Reminder of the course starting & what will be covered in the first week
Able to utilize SMS for reminder
1 Day Before Week 2 Class
Reminder of the course starting & what will be covered in the second week
Able to utilize SMS for reminder
And so on until the end of the Week 5 class
1 Day After Week 5 class
Short recap of the course, ask for a review and let them know about open studio sign ups and private lessons
2 Weeks After Course Ends
Appreciation email on the community and letting them know they can come back anytime for open studio or private lessons
4 Weeks After Course Ends
Reminder of open studio and private lessons to stay top of mind
This schedule doesn’t extend far after the course ends. If it did, the frequency of the message would be too high and have it negatively affect the brand since this also doesn’t include any social media or content emails like blogs, promotions, events, etc.
These emails will not only help the students to get the most out of their course, but allow for customer retention after the course ends without having the frequency be too high.
Programs Used:
Klaviyo
Email design & automation
SMS available for reminders as well
Zapier
Automation between scheduling tool (acuity: scheduling) and email marketing software (Klaviyo)
Frequently Asked Questions
FAQ / 05
What is your pricing model?
I use a revenue-based pricing model for the majority of my work! The main reason for this is because when working with clients that want to be very intentional about where their marketing budget is going, it makes sure that they will only pay when they get paid.
