Running a swim school involves more than delivering great lessons—it’s about building strong relationships with families and keeping them engaged. Automated emails help streamline communication, reduce admin time, and improve retention rates.
We explore 5 essential email automations to enhance the customer experience and keep your business running smoothly.
1. Welcome Email – Set Expectations and Provide Access
The first email new families receive should provide a smooth onboarding experience. Your welcome email should include:
✅ A warm introduction to your swim school
✅ Instructions on how to log in to your customer app or portal to manage bookings and check schedules (First Class software can automate this process for you)
✅ What to expect (lesson reminders, progress tracking, policies)
✅ A contact point for questions
By automating this email, you ensure every new family gets off to a great start without adding to your admin workload.
2. Two-Week Follow-Up – Post-Joining Engagement
A follow-up email at the two-week mark reassures parents and keeps them engaged. This email can:
✅ Check in to see how lessons are going
✅ Offer swimming tips to practice at home
✅ A reminder to download your swim school app, where they can view upcoming classes, book make-ups, or view progress
✅ Include a quick survey to gather feedback
This small touchpoint keeps families engaged and ensures they feel supported in their child’s swim journey. It shows you care about their experience.
3. Three-Week Non-Attendance Reminder
If a student hasn’t attended in three weeks, it’s important to reach out before they drop off completely. With First Class software, you can set up automated reminders that:
✅ Gently reach out to “check-in”
✅ Offer a simple way to schedule a make-up class (if applicable)
✅ Reinforce the importance of consistency in swimming
These reminders help keep students on track and reduce dropout rates.
4. Progression & Assessment Update – Keep Parents Informed
Parents love seeing their children’s progress. Automated emails triggered by assessments or skill milestones should:
✅ Provide an overview of progress, including newly learned skills
✅ Suggest next steps, like advancing to a new level
✅ Offer direct access to progress reports in your app or portal (Learn more about the First Class app here)
By keeping parents in the loop, you boost engagement and show the value of your program.
5. Failed Direct Debit Payment / Overdue Invoice Reminder
Chasing overdue payments manually can be stressful and time-consuming. Instead, First Class software can automatically:
✅ Send a polite reminder when a payment fails
✅ Provide a simple link for parents to update their payment details
✅ Issue follow-ups with clear deadlines before further action is needed
Automated billing reminders ensure you maintain cash flow while keeping customer interactions smooth and professional.
Automate Your Swim School Emails with First Class Software
Setting up these email automations manually can be overwhelming, but with First Class swim school software, it’s easy. First Class automates communication, manages customer accounts, and keeps parents engaged—so you can focus on delivering top-quality swim lessons.
Ready to simplify your swim school operations? Learn more about our automation features and how they can boost your retention rates!