Building a Welcome Series for Your Camp That Converts
Think about your own experience as a consumer. When you sign up for a newsletter or opt-in to email communications, whether it’s for travel deals, kids’ activities, or outdoor gear, what makes you stay engaged?
It might be the warm, personalized greeting that makes it feel like an actual human is speaking to you. Maybe it’s those snack-size pieces of info that help you understand why this brand matters. Perhaps, over time, the steady drip of helpful content builds enough trust that you take action: buy, apply, register, or learn more.
Now flip the perspective.Your camp families deserve that same experience.
Whether you're a day camp in a bustling metro area or an overnight camp competing with dozens of summer alternatives, your prospective families don’t want generic mass emails. They want to feel seen. They want clear, helpful information. They want to know why your camp is best for their child. And they especially expect communication that is short and authentic, not walls of text.
Your welcome series is your chance to add value before you ask them to enroll.
Here is a recommended welcome series outline tailored specifically for camp recruitment. Crafted to nurture interest, build trust, and increase the likelihood that families will register, schedule a tour, or attend an info session.
Email #1 (after inquiry):
Goal: Warm welcome + quick orientation
Thank them for their interest in your day or overnight camp
Use a personalized salutation (‘Dear Camp Family’ is a hard no)
Share three ways your camp will benefit their child
Include a short video or photo carousel to help them quickly “feel” camp
Link directly to follow your camp on Instagram, Facebook, TikTok, or YouTube
CTA ideas (pick one):
Schedule a tour/informational call
Watch a “Day in the Life” video
Follow us on social
Email #2 (7-10 days later)
Goal: Emotional connection + proof of value
This is your impact story email. Keep it short, heartfelt, and parent-centered.
Share a powerful story of how camp changed someone’s summer
Use video if possible (even a 45 seconds voiceover with previous B-roll from camp works)
Highlight what makes your program uniquely supportive
Link to more stories or an alumni spotlight page
CTA ideas:
Read more stories
Download your parent guide
Request to speak to a current camp parent
Email #3 (10-14 days later)
Goal: Establish authority + reduce barriers to enrollment
Parents want to know your camp is thoughtful, professional, and aligned with their values.
Share thought leadership: “How to choose a camp” “Why social-emotional support is important at camp” or “Why unplugging matters”
Link to a blog, podcast, recorded info session, or FAQ page
CTA ideas:
Read our safety overview
Download our Parent Guide
Tell us what you want to learn more about
Email #4 (10-14 days later)
Goal: Drive action
By now, you’ve earned the right to make a clear, direct ask.
Invite them to enroll
Share tour dates and tell them to come and visit camp
Remind them why they belong in your community
Reinforce that camp is a place where their child will be known and celebrated
CTA ideas:
Enroll now
Schedule a call with the Camp Director
Join a camp tour
Pro tips:
Make EVERY email skimmable.
Parents read email on their phones, in the carpool line, between meetings, first thing in the morning, and late at night.
Your welcome series should be:
Short (300 words max)
Mobile-optimized
Visually warm (photos, bold headers, bullets)
Clear on the CTA (one per email)
By investing in a thoughtful welcome series, you’re not just sending emails, you’re building relationships, nurturing trust, and making your camp top-of-mind for families who are still exploring their summer options while distracted by 87 other things.
When done well, a welcome series becomes one of your most powerful camper recruitment tools and the start of a long, meaningful connection between your camp and every family who inquires.
