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List of school email addresses
Selling To Schools

Use our comprehensive and accurate list of school email addresses to effectively market to the UK education sector

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Feb 15, 2024

More Than Words’ list of school email addresses provides clients with all of the latest and accurate information they need to launch successful marketing campaigns into this expanding and dynamic sector.

What’s included with your school email address list

Containing over 33,000 school email addresses, More Than Words Marketing’s database also includes:

School information – a quick guide

The UK (England, Scotland, Wales and Northern Ireland) has approximately 30,000 schools, colleges and universities including:

  • nearly 24,000 primary schools for children from ages four to 13, and
  • approximately 7,500 Secondary Schools with children aged 11 to 16.

There are a variety of school type classifications, including Academy Schools, Sixth Form Colleges, Independent Schools, and Special Schools. The Government gives schools their own budget for all products and services they need, via the local authority.

Use marketing to break into the education sector

Education marketing is primarily conducted via email, telephone, and post.

If you win business from one educational establishment, and you gain trust from key decision makers within that school, you are more likely to receive enquiries from other UK schools.

Finding your first school is always hard, even with a targeted contact list. Nevertheless, with patience and a smart marketing approach, it is easy to capitalise on the benefits of your email list.

Using email marketing, you can:

  • promote awareness of your business among key school leaders, teachers, and school heads, and
  • increase trust in the quality and effectiveness of the products and services you provide.

Proactive contact with schools is important.

By establishing direct contact with your email list, you can expedite decision making, while cementing your company’s authority and credibility with decision makers.

Using email marketing with our list of school email addresses

Email marketing is one of the most effective ways to get promotional messages into schools. Use a targeted email list and the right email service provider, the process of sending campaigns is simple.

Email is a valuable lead generation channel, allowing you to reach out directly to education buyers and generate new orders for your products and services. Sending one email marketing campaign to addresses from your email list will not be enough to build a lasting relationship with your target audience.

It’s important for them to feel comfortable and confident when dealing with you because they are spending public money. Having a credible, trust-worthy, value-for-money and long-term supplier is crucial.

No school leader or member of staff wants to blow their school’s budget on a business that isn’t invested in the success of the schools they work with. For this reason it’s best to vary the messages you send.

In one email you might provide a reason to buy, while another offers latest news from the education sector. This provides something of value to demonstrate the type of company you are. You can use your email campaign to build a relationship with school leaders and head teachers before moving to phone calls and in-person meetings.

Our school mailing list managed marketing service

Schools contact data

  • a current and accurate education industry email list,
  • contact information for high-level decision makers,
  • multiple fields per entry,
  • data can be used for 12 months from the date of purchase.

Three email broadcasts and full reporting

We will provide you with the following information with your email list:

  • one email design (including copywriting),
  • three email broadcasts, and
  • full reporting three days after the campaign has been broadcast showing opens and clickthroughs

After-sales support

  • Free technical support – if you lack the technical skills to use the data you’ve purchased, our in-house technicians are always available to assist you
  • Marketing support – our account managers, designers, and writers will advise you on any advertising you send to schools

Telemarketing to UK schools

Our school email list managed service does not include telemarketing campaigns, but this service can be provided by our experienced telesales representatives for an additional fee. 

Following up on email contact with administrators and decision-making staff with a telemarketing call is an effective way to generate more leads.

In addition to opening up the opportunity to begin to develop a personal connection between these important leads and your company, B2B telemarketing also allows you to:

  • conduct market research by finding out more about the current suppliers,
  • identify local trends and,
  • buying habits of your contacts.
Frequently asked Questions (FAQ's)  vector icon in orange and dark blue

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Here at More Than Words, we have supplied UK school databases to over 8,000 companies throughout the UK.

We believe we can help you meet your business goals by opening new sales opportunities in the school sector and look forward to discussing this possibility with you.

To find out more or to order your data list, please call us on 0330 010 8300 or click here to email us .

Frequently asked Questions (FAQ's)  vector icon in orange and dark blue

List of school email addresses 2021-2022

What are the types of school listed on your database?

What does “school type” mean?

  • all-through – all-through schools are establishments which combine at least two stages of a child’s education, for example primary and secondary together.
  • college – usually a smaller institution which offers post-16 education providing tuition for different types of qualifications such as foundation diplomas, bachelors, and top up degrees.
  • grammar – originally a UK school teaching Latin, grammar schools are selective schools who intake pupils based on academic achievement but are not fee-paying.
  • independent – also known as private schools, independent schools are fee-paying educational institutions. Their pupil intake pupils can vary from nursery-age children to age 18 depending on the size of the school and facilities. They are directed by an independent body as opposed to the UK government and follow their own curriculum.
  • nursery – educating 3 to 4 year olds, nurseries are the first step on the education ladder. There is no obligation for children to attend school until age 5 but many parents choose to send their offspring to nursery as it fits in well with their working day.
  • preparatory – prep schools are private, fee-paying schools for children from age 7 to 13.
  • primary – a primary school, or junior school, is a state school which provides education for children between ages 4 or 5 until 11. They can vary in size and they precede secondary school.
  • secondary – secondary schools in the UK educate children from age 11 until either 16 or 18, depending on size and facilities. They facilitate pupils to take their GCSEs and often A levels.
  • special – special educational institutions cater for students who require extra help. They may have physical or mental disabilities or they may fall under the SEN learning difficulties umbrella with conditions such as autism or Asperger’s. They will employ specialist staff and have adapted equipment and materials.
  • unclassified – awaiting classification
  • university – UK universities are a high-level educational institution where students, usually aged 18 and over, can study for degrees or undertake academic research.

The data on our list of UK educational establishments is easy to search through. If you wanted to run separate campaigns to different types of school, the following lists are easy to extract:

  • primary school email list
  • high school email list
  • public school email list (private school email list)
  • nursery school email list
  • school principal email list
  • school email contact list
What information is listed against each type of school on your school email addresses database?

There are a number of search parameters you can use to extract specific lists for targeting including:

  • current OFSTED rating (including when the last inspection was carried out)
  • full postal address
  • gender characteristics
  • headteacher and other leader name (where available)
  • local authority affiliation
  • lowest and highest age of pupils
  • number of pupils currently on the roll
  • postcode (including the ability to search on outer postcode)
  • Pupil Premium funding
  • religious characteristics
  • school capacity
  • school type (all-through school, college, grammar school, independent school, nursery school, prep school, primary school, secondary school, special school, university, awaiting classification)
  • school website
  • SEN provision
  • telephone number
Who has purchasing responsibility within schools?

In state-funded primary and secondary schools, spending and procurement is either:

  • the sole responsibility of the headteacher in conjunction with individual subject or year co-ordinators and/or the Parent Teacher Association or
  • the headteacher retains overall responsibility but works in conjunction with a business manager and allocates notional budgets to subject heads.
Who do I sell my education-related products and services to within primary schools?

For primary schools, spending and procurement is the responsibility of the headteacher in conjunction with individual subject or year co-ordinators and/or the Parent Teacher Association.

Co-ordinators (usually within primary schools) tend to be in charge of particular academic years or heads of the following subjects:

  • Art,
  • IT,
  • Citizenship,
  • Mathematics,
  • English & Literacy,
  • Music,
  • Geography,
  • Physical Education,
  • History,
  • PSE,
  • RE,
  • Science,
  • Technology, and
  • SEN.

Click for our list of primary school email addresses.

Who do I sell my education-related products and services to within secondary schools?

Within secondary schools, the headteacher retains overall responsibility but works in conjunction with a business manager and allocates notional budgets to subject heads.

Likely subject heads within secondary schools (and all through schools) include:

  • Art & Design,
  • Economics,
  • Maths,
  • Psychology,
  • Biology,
  • English,
  • Media Studies,
  • RE,
  • Business Studies,
  • Food Science,
  • Modern Languages,
  • Science,
  • Careers,
  • French,
  • Music,
  • Sociology,
  • Chemistry,
  • Geography,
  • PE,
  • Spanish Language,
  • Citizenship Studies,
  • German,
  • Performing Arts,
  • Special Needs,
  • Classics,
  • History,
  • Physics,
  • Technology,
  • Drama,
  • ICT, and
  • PSE.

You should direct your marketing of education-related products and services both to the Head Teacher and the relevant co-ordinator or subject head.

Click here for our list of secondary school email addresses.

What's the best way to sell to independent schools?

Independent schools have their own funding sourced mainly through the fees paid by parents alongside other investments and revenue streams. This means their budgets are substantially higher than those of state primary or secondary schools.

It is a highly competitive market as independent schools have extremely high reputations to uphold. As a result, they expect the best from their suppliers and they have the means to pay for it.

As well as having a larger budget, independent schools are often boarding schools. This means they have additional needs as well as the usual educational services and products required for example beds and bathing facilities.

Independent schools also tend to offer a wider range of extra-curricular activities, they may have their own swimming pool or stables. This leaves huge scope for businesses to pitch any number of products or services.

A real benefit of independent schools is their small classes and their focus on children’s individual needs and abilities. They tend to emphasise and nurture a child’s specific talents which may require supplementary materials or services.

We can work together to work out how best to pitch your product or service to the independent school sector in order to gain maximum sales engagement.

Click for more information on our list of independent school email addresses.

How do I pitch non-education-related services to state schools?

General procurement on contract for services like administrative systems, catering, cleaning, facilities management and maintenance, utility supply (gas and electricity), health and safety, HR services, landscape maintenance, IT services and support, marketing, security, and website design and build are handled differently to educational products and services.

The head teachers in primary schools will normally consult with the Parent Teacher Association on these decisions.

In larger primaries and secondary schools, a business manager (part of whose job is to reduce expenditure to release funds for teaching) will solicit for bids. Bids are not solely awarded on price although price is an important factor. For much procurement, the business manager will present a series of options to the headteacher who ultimately has sign off.

For primary schools, you should generally approach the head teacher for non-education-related spending and, for secondary schools, the business manager.

Large capital expenditure projects like building renovation, general building projects, playground construction, and so on again have their own separate purchasing procedures.

Capital expenditure budgets have been diminishing in recent years for both maintained schools and academies (whether part of a multi academy trust or not). Schools with affiliation to a diocese may apply for funding for capex projects separately through them.

You have multiple chances to sell into the schools which form part of multi academy trusts.

Click here for our list of multi academy trusts.

What are the three main methods of marketing to schools?

To successfully break into the school marketplace, the three most successful routes are:

Email marketing to primary and secondary schools

The first port of call for a successful marketing strategy targeting schools is via email campaign. Being much more environmentally friendly than postal marketing, it is also much quicker and easier to track result-wise.

For the campaign to work, you need to create a strong subject line to initiate the first click after grabbing the recipient’s attention. Remember, a school’s primary inbox will most likely be inundated with any number of emails daily so you need something which will stand out.

There is a 2 second rule – after the subject line has caught the readers eye, you have 1-2 seconds of scan time where the recipient will decide to either read on or press delete.

A further benefit of creating an email campaign for primary or secondary schools is that, once you have the necessary data and a reliable delivery platform, you can build a timely strategy which targets the schools regularly.

Click for more on our UK schools database.

If you’d like us to run campaigns to schools on your behalf, please click for information on our school email marketing campaigns.

Telemarketing tips for contacting primary and secondary schools

Telephone marketing to primary and secondary schools offers a number of different advantages to business as you can gain an immediate response from your target customer.

With this method, you have the opportunity to make face to face appointments with headteachers and co-ordinators within the school. You can also gain first-hand knowledge about what they might be lacking from their current facilities and how it’s impacting them.

It is an instantaneous method of communication which allows you to quickly form a friendly working relationship between your business and the school.

If your company doesn’t currently have the staff required to perform telephone marketing to primary and secondary schools, we are able to provide this service. Please feel free to call us for a no obligation chat about how this might benefit your business.

Click for information on:

Using postal marketing to sell to primary and secondary schools

Postal marketing campaigns are still used however are much less common than the earlier discussed email marketing strategies. This is generally due to the environmental implications and financial costs versus ROI.

However, this can work in your advantage because you now have a much lower level of competition and therefore higher rate of being seen. Printed marketing material also has a real impact due to its tangibility.

It may be constructive to your business to purchase our school data in order to utilise the full postal addresses to target local schools or educational institutions. You may wish to target your ideal school customers with an impressive postal marketing campaign and subsequently email lesser obviously potential clients just so you have all bases covered thoughtfully.

You may also wish to consider using both an email campaign alongside a printed advertisement in order for your brand to gain maximum exposure to the target.

What's behind successful marketing to schools?

Primary and secondary school decision makers regularly make purchases after being made aware of a product or service through a marketing campaign.

Whether approached via email, print marketing or over the telephone, schools do appreciate being told about products, services, and offers that can help them improve their institution or save them money.

As with most forms of marketing, there is an element of luck and timing for some sales to materialise. But we know that continued exposure to a fantastic company will cement what you can offer in the minds of key decision makers and pay off eventually.

It’s true that they may intermittently become frustrated if there has been some over-exposure. With that in mind, its best to remember that, when selling to schools:

  • your campaign needs to communicate your understanding of the schools experience, what they might need help with and how you can make their life easier
  • you need to be seen more than once to stick in the reader’s mind
  • it’s important that, if you use emails, your message is clearly displayed on websites, smartphones and tablets.
Why is important to demonstrate empathy with school leaders and teachers?

The points of contact at your target schools will very likely be under pressure and have particular pain points that you need to be aware of in order to address.

By showing you understand their reality, they are more likely to engage with your company. You need to do this in every email, brochure or call you make to them.

The bottom line is that a school is there to help students learn. All schools want to get the best end of year results – if you can help make that journey easier, they will want to talk to you.

Consider the concise description of:

  • exactly what it is you’re offering and where it may best be used
  • highlighting pain points a teacher or co-ordinator may be currently addressing and letting them know how you can help aid this
  • references to the Government website, the education press, or trade union websites which will put those pain points into a wider context and let the school know they are not alone

The tone of voice you use is highly influential. It needs to be friendly, yet formal. Long gone are the days of hardcore sales pitches – today’s decision makers value trust and helpful advice as opposed to the shouty hard sell.

If your product or service you’re selling is not related to education but to the running of the school, the key points you want to cover include how your company will save the institution money, add to their profits or assist in the conformity to any appropriate current legislation.

Why does my company need to be seen more than once by school leaders and teachers?

As mentioned before, in our experience we have learnt that schools tend to favour buying from companies who they have been exposed to on a number of different occasions. This doesn’t have to be in the same campaign, or via the same method.

A school will believe your brand to be trustworthy and reliable the more times they see you. All businesses, schools included, tend to sift out opportunistic sales pitches which only approach them once – be a brand who keeps coming back to make sure their voice is heard and products are seen.

As with other providers, schools have a tendency to venture in and out of the sales cycle at different times of the year or term. The sales, or buying cycle, refers to the point at which a purchase is either required or imminent.

For example, a school may have an excess of budget to use up towards the end of the summer term for the new school year where they are forced to spend it quickly or else lose it next time round.

Alternatively, they may be tied into a contract with an external cleaning client for 12 months but wish to change at the end of the specified term. If you are actively being seen every month, for example, you have a much higher chance of being considered when the right time comes along for the school to change providers.

Interested in email marketing to schools? We think you should know this...

As you would expect, the email you use to capture your target’s attention needs to be clean, elegant and concise. It should be structured in a thoughtful way in order for the reader to glean information effortlessly.

Your marketing email for schools will need to look fabulous on all platforms – computer, smartphone and tablets included. This adds authenticity and professionalism to your brand. We would also recommend maintaining continuity of brand logos, colours and fonts across the board.

Essentially, it needs to tell the reader what you are offering, why they need it, and how they can get in touch with you in an aesthetically pleasing way.

One email design

Working with our in-house copy writers and graphic designers, we’ll design an email for your company with purchase of our data list.

Our email designs connect by using a friendly yet engaging tone which edifies your brand and speaks directly to headteachers, business managers and decision makers.

It will contain a strong and carefully considered subject line in order to maximise attention and opens. We will describe the benefits of your service or product and how it can aid the school in any problematic areas they might be experiencing.

Finally, it will include a strong CTA link in order for the reader to make the important click-through to make contact with your business.

The email will also:

  • conform to your company’s aesthetics, branding and ethos
  • be designed in HMTL5 in order to be viewed correctly on all devices
  • be delivered via our trusted broadcasting methods from our servers, maximising delivery rate

Full campaign management and consecutive reporting

You can count on us to manage your campaign from start to finish including reports of who has clicked through emails in order to follow any potential leads.

On our managed school email marketing campaigns, we will ensure to work with you to:

  • inform you within one working hour if your email has been opened, how many times it has been looked at and if the CTA has been taken
  • provide you with a full report three days after the transmission which includes which schools have received and opened your email
  • manage requested unsubscription and be fully GDPR compliant.

12 month advertising and technical support

After purchasing your school database, you have 12 months of:

  • Advertising support from our in-house team. Call your account manager at any time to discuss any ideas or comments which may be beneficial to the campaign. We endeavour to provide you with the most helpful and commercially-focused feedback.
  • Technical support from our IT staff. If you need help navigating the database or breaking down the information, we can talk you through it.

Three email broadcasts and full reporting package

Included in your purchase of the school email list, we’ll also provide you with:

  • A professionally designed email including relevant copywriting
  • Three full email broadcasts to the schools of your choice
  • A full report three days post-campaign and assessment of best ways to move forward
  • Unsubscriber management if requested by any targeted schools
What is a school email?

For marketing purposes, a “school email” is the main email address for an educational establishment.

School emails are not personalised email addresses in most cases.

How do I get school emails?

You can apply to the Department for Education under a Freedom Of Information Act (2000) request for a list of school email addresses in England.

Unlike with our service however, you won’t be provided with the names of the headteachers on your data request.

You will also have to apply separately to the Scottish, Welsh, and Northern Irish governments for school emails covering their countries.

How do I find teachers' email addresses?

The database described on this page does not contain the personalised email addresses for school representatives, for example the deputy head teacher, the school business manager, and so on.

For individual teacher email addresses, please contact us.

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