Why email? When compared with traditional PTO and PTA printed flyers, email is less expensive, more green, and far easier. Most important, email is more effective (reaches parents more easily) and is preferred by your target audience of parents.

The first step is getting the email addresses and the back-to-school forms are the easiest place to start. Work now to get the forms right to collect email addresses and permission from all of your parents this fall. Here's a sample email opt-in form.

And how do you send the email? There are multiple options, but I think you'll really like our Parent Express Email tool. It's free and easy, and -- with our tech guys working hard all the time -- it's getting better every month. Whether you're new to emailing parents or you've been doing it another way (like your personal Outlook account), I think you'll find Parent Express (PEX) to be your best option. Give it a try.