Let’s take a look inside a couple of (fictional) educator’s inboxes.
Jonathan, High School Biology Teacher
At 7:37 a.m., Jonathan is preparing for his first class of the day when a clever subject line from Company A catches his eye: “Jonathan, what are you missing?”. Someone wants to get his attention! (31 percent of teachers say they open emails with a clever subject line). When he opens it, he’s disappointed. He wants strategies and products that can help him right now, because like 80 percent of his colleagues, that’s what he values. What he gets instead? Vague, “let’s-make-the-world-better-for-students!” messaging and a product that isn’t even for him – it’s clearly for physics teachers! Jonathan deletes the message.
At 3:47 p.m., Jonathan gets another email.
“Jonathan, are your AP bio students really prepared for college?”
Company B paid attention to what Jonathan and others like him want from email:
- The subject line is directly relevant.
- The content is right in line with what Jonathan needs: These folks have something that can help students like mine – and they can show me evidence of efficacy? OK, I’m interested!,” he says. Like 64 percent of his colleagues, Jonathan needs proof of success. They show it and offer Jonathan a free demo. If he likes the demo, he can purchase the solution at a discount. (Like his colleagues, Jonathan spends a lot out of pocket, and discounts incentivize him.)
- Jonathan clicks on the CTA and visits the website. Like most educators, websites are his primary method of learning more about products and programs.
Caroline, District Superintendent of Curriculum
At noon, Caroline finally has a break. It’s April, and she is knee-deep in curriculum planning for next year. An email from Company B catches her eye (she already unsubscribed from Company A):
“Are your teachers still doing this?”
Good start – Company B knows that Caroline isn’t a teacher but an administrator. She’s looking for proof of efficacy, info about cost and deployment, key product details, and — especially important for administrators — information about new trends and solutions.
Company B has very wisely sent Caroline newsletters every month, providing her with research, strategies and other useful information. Today, they won her over and she scheduled a demo. She already feels she can trust them. She should. They get it.
- Company B sends Caroline consistently relevant content that she needs.
- They always show proof — not fluff.
- They’re brief and to the point — and she can actually use what they’re offering right now!
So now what?
Now you understand how educators are using email. It’s time for tactics. Campus by Agile Education Marketing is the only marketing solution developed solely for the education market and is designed so that anyone can create and deploy an email to educators in under an hour.
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