Over the course of the year, you should vary the messages you send to schools.
In one email, give them a reason to buy something and, in another, give them something of value to demonstrate the type of company you are.
Remember to ensure that your email subject line infers what is contained in your email – avoid ‘salesy’ language or clickbait in your first contact with any organisation in the education sector.
More Than Words email marketing tip: Research has found that subject lines of 7-9 words currently see the best engagement rates.
What you say is important, as is how you say it.
Your email copy should be consistent with your brand voice, and not be forced to fit the organisation you are speaking with – higher education email marketing works in exactly the same way as primary school marketing. You’re speaking to individuals, regardless of the age of their student population.
Only provide key information that is relevant and of interest to your subscribers, and reveal the benefits of moving to the next stage of the buying cycle.
Make sure you include links to your website and social media, where prospects can go to find out more about your company right away.
Digital marketing, and especially email campaigns, give you the chance to build a relationship with head teachers and leaders prior to moving it into the real world through phone calls and emails.
Think of a cold email like an in-person introduction to a new client – think warm, engaging and professional
How we create content with you for your campaign
Once you’ve decided on what your commercial objectives are, then we get to work for you.
We’ll agree a content plan with you, outlining what we’re going to say in your email.
We also provide information on how each email will help you achieve your short-term and longer-term objectives in becoming a trusted supplier to the education marketplace.
Each email will then be composed by an experienced copywriter with a successful track record helping clients sell to the education sector.
Prior to creating the text for your email, your copywriter will:
- have researched your company thoroughly and
- understand the appeal and usefulness of your products or services to schools.
You get final sign-off – we’ll keep amending each of your email advertisements until you’re completely happy before we send them.
If you have your own sales and marketing team, they can use the information in the report to develop more leads and to bring forward new sales, as well as set up email marketing software and marketing automation for your future campaigns.
Using telemarketing to market to UK schools