Digital Trends in Education Marketing Q&A’s


  1. Why do smaller campaign sizes perform better?

We find that campaigns of 50,000 emails or fewer see a dramatic improvement in delivery and open rates. Why? Sending large numbers of the same exact email to the same domain is a clear indicator that the emails are promotional. Being identified as promotional increases the likelihood of that email being rejected by the receiving domain (a soft bounce) or shunted to a spam folder. Improved open rates with consistently the same email design and schedule is a clear indicator of improved inbox placement.

  1. What is the difference between CTR of educators and MDR audiences (FB/Display)?

Traditionally marketers have to target audiences based on data like browsing behavior and purchase intent from keywords. MDR’s advertising audiences allows our clients to move from this guess-based approach to one grounded in facts. Only MDR can ensure that you are serving the right ads to the right audiences based on facts. Improve the precision and ROI of your online advertising campaigns.

Clients can target their online advertising by job title, geography, interaction with previous marketing efforts. Ultimately by any type of data that is available in the MDR database of educators.

Because of this ability to advertise to highly focused audiences MDR’s typical click through rates of advertising served to known educators in the United States is significantly higher than accepted averages in the industry.

  1. Will you be including any data in the final report on marketing via other social media (e.g. twitter, instagram, tumblr, etc..)?

Yes. In todays’ online marketing landscape social media platforms are an integral component of a multi-channel approach. In MDR’s Digital Trends Report we do share valuable insights we have found from our marketing efforts on multiple social media platforms.

  1. Are there any words that you recommend using in subject lines to improve open rates?

We’ve done a lot of testing with our clients on using job title and geography in subject lines that has been very successful in improving open and click rates. For example, saying “3rd grade teachers in North Carolina, try XX product” instead of just “Try XX product” or something generic produces much better results.

Here is a recent case study.

Initial Send

From Field: ABC Company

Subject Line: Earn Formal PD Credit with Micro-Credentials

Re-Send (Post-MDR Consultation)

From Field: Jane Doe, Director of ABC Company

Subject Line: TN K-12 Teachers: Important information regarding your PD credits


Email Metric Initial Send Re-Send % Increase
Open Rate 3.03% 10.41% +   244%
Click Rate 0.13% 0.54% +   310%
Unsub Rate 0.13% 0.09%  -    27%


  1. I've read that people are more likely to mark MKTG emails as spam if they show up in their regular inbox (instead of Promotion). I've heard to embrace the rules, but there is a need to standout via subject lines/pre-header text. Thoughts?

Whether your promotional email goes to the recipient’s inbox, spam folder, or promotions folder the primary element that you have to impact open rates is the subject line. It is always important to have a subject line that speaks to the recipient and answers the question “Why is it important for me to open this email?”

In MDR’s Digital Trends Report we share our findings of elements in the subject line that we have found to positively impact open rates.

  1. Do you have the device breakdown by K-12 vs. Higher Ed?

During our analysis we did not find any significant differences in device usage between K-12 vs. Higher Ed. 

  1. What, if any, impact are you seeing with engagement given the changing algorithms on Facebook?
    1. We have not seen a distinguishable impact. The changes have not been in place for a long enough time to be able to track a trend line in a positive or negative direction.
  2. What tool can I use to discover inbox placement percentage?
    1. Would prefer we didn’t answer to avoid endorsing a product.
  3. Would you encourage adding UTM links to all advertising campaigns?
    1. Absolutely! Anything a marketer can do to better track where traffic is coming from and better yet the activity of the traffic from a specific traffic source the better. This will allow you to make data driven decisions on how to optimize your marketing and ultimately improve you ROI.
  4. When we use MDR campaigns, does MDR provide Inbox deliverability stats? Or is that a tool we need to manage ourselves?
    1. I don’t think we should answer this on the website.