September 13, 2017
Love it or hate it, email marketing is a trend that seems to be here to stay, and school districts can use this powerful tool to reach out to parents, students and the greater community. The team at Allerton Hill Consulting offers the following tips on creating an email marketing campaign that delivers results.
Start Thinking Like a Marketer
School district administrators often fail to think of themselves as marketers, choosing instead to focus on the important roles that they play as educators, facilitators and policymakers. In today’s world, however, parents and students have more educational choices than ever before. School districts must compete with private schools, other districts and homeschooling options. That need to compete is best met by effective marketing and the best messaging results from approaching the issue from the perspective of a marketing professional.
Keep it Short, Keep it Simple
Overwhelming the reader with too many topics and lengthy or cumbersome messages is a mistake, and can lead the reader to disengage before the message concludes. It is critical to keep the message concise and focused, even if that means sending multiple messages, each with their own distinct focus. Your reader will appreciate having the option of quickly scanning and moving past messages that they have no need for, and will be more likely to read through the messages that contain information that is of use to them. An excellent way to help highlight the central point of an email is by including well-written email preview text near the top that provides an overview of the central point of the message.
Carefully Consider Your Voice
Most school districts choose to go with an informative and straightforward voice, especially when it comes to the subject line of their email marketing efforts. That means writing a clear subject line that lets the reader know what to expect in the body of the message. However, some districts choose to experiment with a more creative approach, making use of clever or humorous subject lines in the hopes of making their messaging more personable and engaging. If your district wants to try a creative marketing strategy, be sure to have the tools and systems in place to measure the effectiveness of those efforts.
Make Your Message Mobile-Friendly
When writing and formatting email messages, keep in mind that readers have different options for accessing those messages. Make sure that your email is mobile-friendly, and that it displays well on a phone, tablet or other mobile devices. That includes placing your call to action at the top of the message and making sure that any buttons are easy to click on a phone or other small screen.
Have a Follow-Up Plan
Once your reader responds to a marketing email, have a system in place to maintain contact with that individual. Follow up messages should be relevant, useful and timely. By giving the reader additional information, links to helpful resources and a sincere thank you, it is possible to begin building a positive relationship with these early contacts.
At Allerton Hill Consulting, we specialize in helping school districts connect with their communities, and market their services in a way that gets results. Feel free to contact us to learn more, or to discuss your unique set of needs.