The Secret to Getting Parents to Read Your Emails

By Dr. Barrett Mosbacker

October 11, 2015

Recently I noticed a curious phenomenon during school pick-up time. Nearly every parent waiting in the car line had his or her head bowed. My first thought was, “They are praying for our school!” Upon closer examination I realized they were looking at their smartphones. Almost without exception, parents were absorbed in their small screens.

My Director of Advancement, who recognized this pattern long before I did, began sending our weekly communications during afternoon pick-up periods — immediately before students are dismissed, while parents are waiting in line. This simple adjustment significantly improved the percentage of parents who read our communications.

In addition to timing your emails strategically, keep the following in mind:

• Keep emails short.
• Use bullet points.
• Write to fit a small screen.

Attend to these things and you will increase the number of parents who read what you send.