Email really is the Swiss Army knife of education marketing. No other channel is as targetable, measurable, or testable. So, it’s really good news that our recent study commissioned from Simmons National Consumer Survey found that for teachers, emails were the most influential in prompting them to make a purchase.
Here’s some more good news. Our Digital Trends in Education Marketing report digs into educator behavior with and responsiveness to email. We studied over 400 million prospector emails to bring you some key findings. For instance:
Our analysis shows that higher education continues to be the most accessible via email, while K-12 teachers are less accessible. This is likely due to higher education being targeted less frequently in campaigns. In addition, the higher education audience is more segmented, so they are less likely to be included in broad campaigns.
There’s an important lesson in this: While it is very common for companies to send the same email promotion to all teachers K-6, a kindergarten teacher has different needs than a fifth-grade teacher, and lack of message relevance will translate to lower open and click-through rates. Because higher ed promotions tend to be more focused by department (History, English, Mathematics), campaign sizes are naturally smaller, improving deliverability and message relevance, resulting in higher open and click-through rates.
Interesting stuff, right?
Whether you’re trying to determine the perfect audience segmentation, best time of day to send emails, which words in a subject line are most likely to prompt an open, or wondering if you need to redesign your landing page to be mobile-friendly, our Digital Trends report has your answers.
As a bonus, we’ve also included our lessons learned, a best practices checklist, and a heads up on the trends in email marketing we urge you to apply. The report is available to download for free, here.