This guide is for dance studio owners using Enrollio, especially those who utilize Enrollio’s LC Email and LC Email Dedicated Domain features. If you're using a custom SMTP provider outside of Enrollio, be sure to consult your provider for email compliance and best practices. We’ve tailored this guide with examples from the world of dance studios to help you relate to running a successful studio while keeping your email campaigns in top form.
Making sure your emails land safely in a parent’s inbox is as important as perfecting a dance routine. Follow these core steps to boost your deliverability, safeguard your studio’s online reputation, and keep your students and parents in the loop.
Set Up a Dedicated Email Sending Domain What is it?Your sending domain is similar to having your own custom flyer design—personalized and unique to your studio. Instead of sharing a generic domain with everyone, a dedicated email sending domain (for example, mail.yourdancestudio.com) gives you full control over email reputation and deliverability. Why it matters? Just as a well-rehearsed performance leaves a lasting impression, using a dedicated domain helps keep your emails out of the spam folder. How to set it up: If you haven’t already, set up your dedicated domain following Enrollio’s step-by-step guide. This ensures that all your recital announcements and event updates look professional and reach your audience.
Set Up a Dedicated Sending IP Address What is it? Think of your dedicated IP as your studio’s exclusive mailing address that stands apart from all other studios using Enrollio. Why it matters?Mailbox providers evaluate IP addresses similarly to how local critics review a dance performance: a strong reputation means your emails land in the inbox, particularly important when sending out high volumes of event reminders or class updates. How to set it up:If your studio is sending high volumes of emails—like seasonal newsletters or bulk promotional emails—consider setting up a dedicated sending IP with Enrollio to maintain control of your email health. What are the costs? At $59 per month per IP, this cost is billed to your Agency Billing Card on file with Enrollio, and you might pass this cost along to your studio’s budget.
Enable Email Validation What is it? Email validation is like confirming that a dancer is dressed correctly before a recital. It checks whether an email address exists and is valid, helping to avoid sending messages to non-existent addresses. Why it matters? Sending emails to invalid addresses can hurt your domain’s reputation, just as having no-shows at a recital can affect the performance's success.
How to enable it:
Within your Enrollio Sub-Account Settings, check the option “Verify Email Address when the first email is sent to a new contact.”
For agency setups, enable re-validation every 90 days. Costs: Enrollio charges a competitive rate of $2.5 per 1,000 validations—ensuring you’re keeping your studio list clean without breaking the bank.
Enable “Mark Email Invalid from Hard Bounce. ”What is it? A hard bounce is like a misstep during a dance performance—if an email address does not exist, mark it as invalid. A soft bounce is temporary, like a brief pause before regaining rhythm. Why it matters?Too many bounces harm your domain's reputation, much like multiple missteps can derail a routine. How to enable it:In your Enrollio Sub-Account Settings, enable the option to mark emails as invalid on a hard bounce.
Add Your DMARC Record What is it? A DMARC record gives instructions to receiving servers on how to handle your studio emails—similar to providing clear dance directions for a routine. Why add it? Without a DMARC record, your domain’s reputation can suffer, causing your important updates and event promotions to end up in spam. How to add it: Log into your DNS provider and add this TXT record:
Type: TXT
Name: _dmarc
Content: "v=DMARC1; p=reject"Use a DMARC checker to confirm your settings are correct.
Use the Proper “From Email” What is it?The “From Email” is what parents see when they read your emails—much like a studio’s signature performance style. Why it matters? A mismatch between your sending domain and your “From Email” can confuse email providers, akin to a dancer straying from the choreography. How to set it up: Make sure your “From Email” includes your primary domain (e.g., sender@yourdancestudio.com) to ensure brand consistency and deliverability.
Add Unsubscribe Links What is it? Unsubscribe links allow recipients to opt-out if they no longer wish to receive your studio updates—similar to giving an audience the choice to exit a performance if they’re no longer interested. Why it matters? Including an unsubscribe link protects your email reputation and prevents your messages from being marked as spam. How to set it up:Use the “Footer” element in Enrollio’s email builder to insert a default or custom unsubscribe link that fits your studio’s style.
Use Double Opt-In What is it? Double opt-in ensures that subscribers (typically dance parents or interested new students) sign up correctly by verifying their email addresses—just like receiving a confirmation for class registration. Why it matters? This extra step helps increase engagement and ensures that your audience truly wants to hear about upcoming recitals, workshops, or class schedules. How to set it up: Build a double opt-in flow in Enrollio by following our guide, ensuring only engaged recipients receive your communications.
Stop Sending to Unengaged Emails What is it?When recipients aren’t opening or interacting with your emails, it’s like performing for an audience that isn’t paying attention. Why it matters?Continuously sending emails to unengaged contacts can damage your email sending reputation. Instead, focus on engaging with those who show interest, similar to tailoring class schedules based on active participation. How to do this: Adjust your email frequency for recipients who aren’t engaging, and consider removing them from your active list to protect your overall email performance.
Send Regularly… Just Not Too Regularly What is it? Consistent communication is key—like rehearsals in a dance studio—but sending too frequently or too infrequently can affect your domain’s reputation. Why it matters? Sending regular updates helps keep your studio top-of-mind, but overwhelming or disappearing from your audience’s radar might result in your emails being overlooked or sent to spam. How to do this:
After a new subscriber signs up (preferably via double opt-in), you might send daily emails for the first few days to welcome them and showcase upcoming classes or events.
If engagement drops after one or two weeks, pause or shift to a weekly update cadence.
For long-term unengaged contacts, consider stopping emails altogether—protect your sender reputation just as you protect your studio’s reputation.
When you launch a new dedicated sending domain for your studio (for example, during a new season or after rebranding), mailbox providers may initially flag your emails as spam. Here’s how to gently warm up your domain:
Start by sending to opt-in contacts—those parents and guardians already excited about your dance classes.
Follow Enrollio’s sending recommendations:
For your very first emails, limit your sending to 100 per hour and a total of 1,000 in a day.
As your email reputation improves, you can increase the volume gradually, following the next stage in your sending plan.
Use a “drip” mode for sending emails over time—much like spacing out practice sessions—to avoid overloading the system.
Keep the content short, relevant, and engaging. Use attractive images of your dance classes or recent recitals (while avoiding URL shorteners) to make your emails appealing.
Enrollio provides several tools to help you monitor your email performance and troubleshoot any deliverability issues—similar to review sessions after a dance recital:
Test the Spammyness of Your Emails Use tools like Mail-Tester (https://www.mail-tester.com/) to check whether your email content might trigger spam filters. Copy the provided email, create a new contact in Enrollio, send your email, and then review the score to adjust your content if necessary.
Review Your “Email Health Report” Quickly check for any issues with your email domain (like DNS misconfigurations or missing DMARC records) using tools such as MxToolbox’s Email Health Report (https://mxtoolbox.com/emailhealth).
Advanced: Use Postmaster Tools For a deeper dive into your email performance, use Google Postmaster Tools. This resource will provide insights on spam rates, IP/domain reputation, and even feedback on delivered emails—essentially your dashboard for fine-tuning your email strategy, much like reviewing recordings of your dance performances to hone your craft.
What about Cold Email Outreach? Just as you wouldn’t hand out flyers randomly to uninterested parents, avoid sending emails to purchased or non-opted-in lists. Always use a verified list for campaigns like recital promotions, and consider cleaning your contact lists regularly to maintain engagement.
Should I Share the Same Dedicated Sending Domain Across Multiple Studio Branches? It’s best for each branch or specific campaign (like one-to-one updates versus bulk recital invitations) to have its own unique sending domain. This isolates your communications and protects your overall reputation.
What happens if my emails are still going to spam? If your domain is new, it may take up to four weeks of consistent, well-planned emails to build a solid reputation. Keep following these practices, monitor deliverability with the provided tools, and if needed, adjust your sending practices accordingly.
How should I ramp up my email sending for a big recital or special promotion? Start slowly by sending to engaged, opt-in contacts, then gradually increase your outreach volume as your domain reputation improves. This phased approach is much like adding new choreography to an existing performance—you build trust and anticipation over time.
By following these best practices tailored for children's dance studio owners, you can set the stage for successful email campaigns with Enrollio. From setting up your dedicated sending domain and IP to ensuring content is engaging and sent at the right cadence, each step plays a crucial role in delivering your messages to your audience—much like rehearsals lead to a stunning recital performance.
Keep these tips in mind as you promote your dance classes, update parents about recital dates, and share the joy of dance. With Enrollio and these best practices, your studio’s communications will be as polished and professional as the performances you create!
Happy dancing and successful emailing!
