Everything you need to know to be an email marketing pro!

Email has been a staple of the education marketer's toolbox for a long time now. While it may not be the newest and shiniest marketing tactic, it's one that can consistently deliver good quality leads and high ROI.

email guide 2016What works and what doesn't has evolved since early days of batch and blast email campaigns. Take a look at Agile's guide to Email Marketing Best Practices for the latest strategies and tactical tips for crafting email campaigns that are top lead generators for your organization. This guide covers:

  • Tips for avoiding SPAM filters
  • Strategies for getting your messages opened and read
  • Best practices for calls-to-action
  • Segmentation and personalization tactics
  • Coding tips
  • Mobile email best practices
  • And much more!

When it was first introduced, marketing automation software was designed to send emails. Now it is infinitely more robust and offers a range of marketing automation tools including those for social marketing, data management, and predictive analytics. According to Hubspot, a marketing automation platform makes it easier for companies to schedule their emails, segment their prospects and customers, automate social media posts, manage their marketing content, and track customers over their lifetimes.

For many companies, it’s not a question of if they will invest in marketing automation but when and how. Two current statistics from the marketplace illustrate the importance of adding marketing automation to the marketing tool set:

•    91% of the most successful users agree that marketing automation is “very important” to the overall success of marketing across channels.
•    The majority of users say that the ROI on marketing automation is worth the price.

So what are the primary benefits of marketing automation?

Over the years, sales and marketing strategies in the education market have changed, but one fundamental thing hasn’t: this market is built on trusted relationships. So how can businesses make connections and build relationships with education leaders who are busier than ever and faced with more pressures than ever? There is no silver bullet but there are three things every business can do to position themselves as a partner worth getting to know.

teacher ipad1. Know what they need
Whether it’s the barista who remembers your name and coffee order every morning or the sales person who knows your style so well she already has an outfit picked out for you when you walk in the door, we all appreciate when people know us and know what we want. The same is true in education sales. Busy educators don’t have a moment to spare. You can stop them in their tracks by approaching them with sales and marketing communications that are targeted specifically to them.

You can jumpstart the needs discovery process by finding out about the initiatives a district has undertaken, the teaching strategies in use, and what tools, like LMS, CMS and SIS, are in use. All of this information will help you put together solutions and communications that are tailored to prospects’ unique situations. If you're still having trouble coming up with content, PR with Panache! has three more tips to get your wheels turning.

You can jumpstart the needs discovery process by finding out about the initiatives a district has undertaken, the teaching strategies in use, and what tools, like LMS, CMS and SIS, are in use. All of this information will help you put together solutions and communications that are tailored to prospects’ unique situations.

If you don’t take the time to do the research, you run the risk of shutting down the conversation before it even begins. District and school leaders rated “Information that isn’t relevant to my job” and “Vendors that don’t seem to understand my needs or education” as their top two turn offs in a survey conducted in May of 2015 by Agile Education Marketing and PR with Panache!

We’re under constant assault from companies that are competing for our attention. And we’re experienced at dodging most of the marketing messages that come our way. So how do we as education marketers ensure that our marketing messages reach their intended audiences?

By launching a strategic inbound marketing program. What is inbound marketing? Quite simply, it’s a process that helps prospects find you and then converts them into customers and lifetime fans.

There are many good reasons to develop a strong inbound program, one of which is that the cost of inbound leads is considerably less than the cost of outbound ones. According to HubSpot, the average lead generated through traditional marketing costs $346 while an inbound lead averages $135.

Your current customers are your most valuable asset, and not just because they’ve signed a contract and pay their bills. Your customers are a rich source of information and connections that when leveraged effectively can keep your pipeline full.

1. Before leveraging your customers, you have to understand what first attracted them to your business and why they chose to buy from you.

  • What content do customers pay attention to?
  • What information and resources builds relationships with them?
  • What are the 3-5 things your customers needed to know before they closed the deal with you?

Do your lead generation and nurture campaigns reflect all of the above?

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About Agile Education Marketing

We're the go-to people to build brand recognition and generate leads. Using our comprehensive EdConnect™ database of early childhood, K-12 and higher education institutions and personnel, Agile Education Marketing helps you reach educators at school, at home and online.