Data from educators tells us that 41 percent value email for communicating with education vendors about products and services. Clearly, educators are willing to listen to what you have to say in your messages, so make sure you say it well.
Here are three pieces of advice for writing more effective emails to your education prospects.
1. Write like you’ve got something to share, not sell. Gain educators’ trust, especially early in the sales cycle, by offering information of value. Focus less on what you’re trying to get educators to buy, and more on the useful, educational information that’s relevant to those products and services.
When it comes time to shift focus from sharing to selling (typically later in the sales cycle) zero in on the details that educators find most valuable. The top three among administrators and teachers are key benefits, cost and evidence of success.
2. Quick and clear beats clever and catchy 9 times out of 10. Let this be your mantra when writing emails: Keep it short, keep it simple, keep it straightforward. Educators receive lots of emails every day — most as many as 20 — but don’t dedicate much time to reading them. We’ve learned that educators spend an average of 14 – 20 minutes reading emails daily, reserving only seconds for individual messages.
Get their attention in those precious moments with a little bit of impactful copy that says a lot. Your email is the vehicle for driving educators to your site. All you need in your message is copy that grabs their attention, tells them how to learn more and directs them to a landing page that elaborates on your email. Teachers are actually more likely to click through an email when it contains fewer words, according to data from Sprint Education. In fact, Sprint saw the highest click-through rates from emails with only 50 – 99 words!
3. Personalize or perish. You’re a vegetarian, but your grocer keeps sending you emails about great deals at the meat counter. It’s like they don’t know you at all, right? A middle school ELA teacher is probably going to feel the same way about receiving emails about a high school math product.
Educators will appreciate your emails more, and be more willing to act on them, if it’s clear that you understand the needs and challenges they face in their specific roles. Providing this kind of personalized information can create a domino effect for sales and marketing: it can breed trust, which often leads to loyalty, which can positively impact response and ROI.
Personalization is possible at a number of levels:
- Beginner: Use pronouns that directly address the reader, such as “you” and “your.” Also send emails from an individual. Include a personalized signature with a small headshot, if possible, and include that person’s name in the From line of the message.
- Intermediate: The right tools, like marketing automation, can help you make personalization even deeper. Create multiple versions of the same message with tweaks to better suit certain educator groups. Segment your lists by education demographics, and then personalize the copy for grade levels, geographic locations, job titles, ELL population, Title I standing, and more.
- Pro: You also can dive into deep performance data, personalizing emails for schools with certain proficiency levels and test scores.
Give Me More!
Get additional best practices for creating compelling marketing emails in our free guide! Inside you’ll find advice for avoiding SPAM filters, writing stronger subject lines that entice opens, getting educators to read your emails and act on them, and more. Fill out the form below to get your free copy.