Recently I noticed a strange phenomenon during school pick up times. All of our parents were in their vehicles with their heads bowed. At first I thought, “they are praying for our school!” Upon closer examination I realized that they were looking at their smartphones! Almost without exception parents were absorbed in their small screens.
My Director of Advancement, recognizing this long before I did, started sending our weekly communications during afternoon pick up periods immediately prior to students being dismissed while parents are waiting in the pick up line. This significantly improved the percentage of our communications being read by parents.
In addition to sending email communications during pick up times:
- Keep your emails short.`
- Use bullet points.
- Write to fit on a small screen.
By doing so, you will increase the number of parents who read your emails.