Digital Trends in Education Marketing Q&A’s

Thank you to all who attended the Digital Marketing Trends Webinar! The webinar provided a peek into the results of MDR’s Digital Marketing Trends in the Education Market report, which reveals the reality of educator interaction with digital marketing in email, web ads, and social media. The final report will be available soon!

Did you miss the webinar? No worries, you can watch the webinar below or click here to download the presentation.

We appreciated the audience engagement and great questions that were asked during the live event. Since we weren’t able to get to all the questions, below please find our answers to some of the ones we missed.

Audience Q&A

  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 a consistent email design and schedule is a clear indicator of improved inbox placement.

  1. What is the difference between CTR of educators and MDR audiences (for Facebook and Display ads)?

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, and 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 specific words that you recommend using in subject lines to improve open rates?

We’ve done a lot of testing with our clients using job titles and geography in subject lines that have 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 marketing emails as spam if they show up in their regular inbox (instead of Promotion). I’ve heard to embrace the rules, but to try to standout via subject lines and pre-header text. What are your thoughts on this?

Whether your promotional email goes to the recipient’s inbox, spam folder, or promotions folder, the primary element that you can utilize 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 on 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?

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.

  1. Would you encourage adding UTM links to all advertising campaigns?

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.

Do you have any additional questions you’d like to ask?  Comment below!

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