School email marketing campaigns

Managed email marketing campaigns to UK schools

With our managed email marketing campaigns, we do all the hard work for you.

We write and design marketing emails for your company with the following two goals:

1. generating immediate leads, and
2. building your sales pipeline for future orders.

We send all campaigns from our established and trusted servers, ensuring maximum deliverability, and we provide comprehensive campaign performance reports following each send.

Choose the schools you market to

You can market to all the schools we have email addresses for (or to just a selection of them) for a 12-month period.

More Than Words Marketing’s database includes over 34,500 school email addresses as well as:

• a specialised primary school email list with over 19,000 emails,
• a list of secondary school email addresses with over 3,650 emails,
• an independent school email list of over 1,600,
• a list of nursery school email addresses (8,241),
• an email list of school principals and other decision maker contact details (35,748 entries), and
• a list of over 6,400 email addresses of higher education and other DFE-registered educational establishments.

You can choose the schools you target by location, type, size, and many other variables. We recommend that you only select schools from our database which have the greatest need for your products or services.

By doing this, you’ll reduce the overall cost of your email campaigns. The lower cost, the higher your potential return on your investment.

Let your account manager know which schools you need to contact when you get in touch with us. Within 24 hours, they’ll get back to you with a fully-costed count and quote.

Breaking through to the education sector

The education sector has long been a domino marketplace. In other words, as soon as you win business and gain trust from one school, you’re more likely to receive enquiries and win new business from other schools.

It’s always hardest to find the first educational institution but, with patience and an intelligent approach to email strategy, you can do it within weeks or a few short months.

Over the course of a year, you can use email newsletters to build:

1. awareness of your company among target headteachers, school leaders, and teachers, and
2. trust in the quality and efficacy of the products and services you offer.

What you receive with our school email campaign service

1. School email list

• complete list of school e-mail addresses,
• contact information for head teachers and other decision makers,
• data usage for 12 months from the time of purchase, and
• each entry contains multiple fields.

2. Three email marketing campaigns, one email marketing design, and follow-up reports on each campaign

• one engaging and persuasive email design created by our experienced copywriters and designers,
• three email campaigns dispatched from our servers, and
• we will provide you with full reports for every email campaign you send – three days after the send, you will receive a spreadsheet showing the number of opens and clickthroughs on each email.

3. After-sales support services

• we provide technical support from our own in-house data technicians to assist you with your purchase, whatever your skill level, and
• a 12month period of advertising support from your More Than Words account manager and the design and copywriting teams.

Schools’ responsiveness to emails has increased post-GDPR

For the past two decades, email marketing to schools has been the advertising medium most chosen by companies wanting to increase their presence in and sell more to the education sector. Nevertheless, since the introduction of GDPR, general email volumes to schools have dropped.

For marketers, this drop in volume has had surprising benefits, leading to an increase in the levels of engagement and response to school email campaigns.

We limit the number of school email marketing campaigns we manage

We build our UK schools database from a number of different sources including our own telemarketing and web-based research. It takes a lot of time to do this but the information we gather has real commercial value for our customers.

To protect the value of the database and the goodwill of the schools who receive emails from our clients, we restrict the number of campaigns we deliver to protect our response rate.

How to market to teachers, heads, and school leaders by email

The email data you buy from More Than Words Marketing is available to use for 12 months. We always suggest using the data at least once a month during this time. That’s because sending one school email marketing campaign on its own doesn’t have the impact necessary to build the kind of long-term relationships typical of the education sector.

Schools need to see that you’re a serious, trustworthy supplier, who can offer them value long-term. They need to feel comfortable and confident in dealing with you first.

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

Our managed email service does not include telemarketing campaigns, but our experienced telesales representatives can implement these campaigns for an additional fee. Telemarketing is an effective way to generate more leads after emailing administrators and decision makers.

In addition, it allows you to build a personal relationship with these important leads, B2B telemarketing allows you to conduct market research by finding out more about current suppliers, local trends, and buying habits of your contacts. Most of the teachers and support staff listed on our database have a telephone number listed as well.