Beyond the Junk: Crafting Emails Schools Actually Want to Read
Why 90% of school email marketing is junk and what to about it
Jay Ashcroft
August 22, 2023
As a former MAT COO, I was on the receiving end of marketing emails from EdTech companies. Over the year, my Trust received more than 25,000 cold emails. That’s more than 100 every day and what I can tell you is that 90% of them were junk.
Unimaginative.
Poorly written.
Boring.
First impressions really matter when it comes to selling to schools, so today I want to walk you through how I build email marketing campaigns for EdTech suppliers.
🎉 At the bottom of this email you’ll find my email newsletter template that you can start using today.
📬 Regular Newsletters: The Heartbeat of Your Connection
Regular newsletters updating teachers about your company’s latest products, events, or features are paramount. They’re your recurring ‘hello’, keep you top of mind and are an opportunity to showcase your value.
💡 Top Tip: It’s crucial to strike a balance. Overwhelm your readers with too much information, and you risk being sent straight to the trash. Sparse and inconsistent communication on the other hand and you fade into the background.
Aim for Goldilocks: Just right!
🎁 Promotional Emails: Your Timely Offers to Schools
Promotional emails with unique or timely offers to schools are like sending a surprise gift. They’re exciting and, when done well, they create a sense of urgency that motivates action.
💡 Top Tip? Remember, no one likes to be sold to all the time. Use these emails sparingly. The moment these ‘gifts’ start to feel like an annoying sales pitch, you’ve lost the charm.
Maximum allowed: One ‘Offer’ per month
💌 Personalised Recommendation Emails: Speaking Directly to The Teacher
Here’s where you can really shine: personalised recommendation emails based on a teacher's past activities or interests. This isn’t a mass ‘Dear Customer’ letter. This is a ‘We thought of you when we made this’ message.
💡 Top Tip: Authenticity and relevance. These emails should be based on actual data and genuine recommendations. If it feels like a gimmick, it’ll be treated as one. Make the teacher feel seen and understood, not just part of an algorithm.
👨💻 Platforms such as Mailchimp, Hubspot or ActiveCampaign will help you with your personalisation.
🤖 The Nuts and Bolts: Best Practices
Let’s get practical for a moment. When crafting your emails:
Segmentation is Critical: Ensure you have a separate Prospects list and a Customer list so that you can vary the message accordingly.
Design Matters: Visual appeal is key. Your emails should be clean, engaging, and reflective of your brand. Use nice imagery.
Content is King: Be clear and concise. Make every word earn its place.
Timing is Everything: Research and test to find out when your audience is most likely to engage.
Measure and Adapt: Use analytics to continually refine your strategy. You want to be improving your Open Rates and Click Throughs.
💸 Build Your Marketing Strategy Together
Create a compelling message that helps you stand out from your competitors
Create 3 unique campaigns for each term, complete with content, events and even partnerships
Generate school leads consistently and affordable
If this is something you want for your company, I’m here to help. Starting at £99 per month, I can help you to create, implement and grow your school marketing this year.
Find out more by booking a free Discovery Call with me here
Wrapping It Up
So, is email marketing a good investment for EdTech companies? In a word, absolutely. It’s a direct line to your most important stakeholders — the teachers who use your products. When executed with care, strategy, and a dash of entertainment, it can be a game-changer for maintaining and deepening your relationship with schools.
At the end of the day, marketing to schools is about more than just selling a product. It’s about building a partnership that enhances education.
How was today's article? |
Best regards, Jay
👨💻 Need Help? Book a free call with me here
🎓 New to EdTech Forum? Check out more articles here
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🎉 FREE RESOURCE: My Newsletter Template:
This newsletter includes various sections: a new feature announcement, an upcoming event, a special promotional offer, a spotlight on a member of the community, a useful tip or trick, and a personal sign-off encouraging reader interaction. The tone is friendly, engaging, and focused on the value the company is offering to its audience of educators and schools.
Feel free to adapt and expand upon this example to fit your company's specific updates and offers!
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🎉 [Your Company Name]'s [Month] Update: Empowering Teachers with Fresh Tools 🛠️
Dear [Educator's Name or School Name],
[Term Name] is in full swing, and as classrooms are buzzing with activity, we are thrilled to bring you our [Month] newsletter, packed with exciting updates from [Your Company Name]!
🚀 New Feature Alert: Interactive Quiz Builder
We’ve listened to your feedback, and are excited to introduce our Interactive Quiz Builder! Now you can create engaging, customizable quizzes that give instant feedback to your students. It’s teaching made seamless, and learning made fun.
The Cherry On Top? For this month, we’re giving you full access to this feature — absolutely free.
📅 Upcoming Webinar: Maximising Student Engagement
Join us on [Date] for a live webinar with award-winning educator, [Speaker's Name]. She'll be sharing her secrets to keeping students engaged and motivated using [Your Product/Platform Name].
Save your spot [here] (link to register).
🎁 Exclusive Offer: 20% Off Annual Subscriptions
To show our appreciation for the amazing work you do, we’re offering a 20% discount on all annual subscriptions made before [Date]. Use code TEACHERHERO at checkout.
🌟 Teacher Spotlight: [Teacher's Name and School]
Meet [Teacher's Name], an innovative educator from [School Name], who has creatively incorporated our platform into her science curriculum. Her students are not just learning; they're excited to learn. [Read her story here] (link to full article/interview).
🤔 Tips & Tricks: Making the Most of [Your Product Name]
Every month, we’ll share a pro tip to help you navigate our platform with ease. This month, learn how to create interactive lesson plans in under 10 minutes. [Find the guide here] (link to guide).
💌 We Want to Hear From You
Your voice shapes our journey. Share your thoughts, your challenges, and your triumphs. Reach out to us at [support email] or drop us a comment on our [social media channels] (link to social media).
Remember, you’re not just a teacher; you’re a changemaker. Keep inspiring!
Warmest regards,
[Your Name]
[Your Position]
[Your Company Name]
[Contact Information]