District administrators are more likely to perk up and pay attention to an email from a vendor if they see the words “free trial” in the message, an Edweek Market Brief survey finds. And that’s not the only strategy for crafting an effective message to a new K-12 client.
Vendors in the education marketplace are facing a particularly tough hurdle when it comes to introducing new products or services to schools. The shift to conducting more business virtually has opened the door for competition from companies regardless of their geographical location or traveling budget — bringing with it a larger crowd vying to earn the interest of time-strapped administrators.
An EdWeek Market Brief survey conducted in October asked around 360 district leaders what it takes for a new vendor to break through the noise in their inboxes.
They were asked to choose the top two factors in email messages they receive over the coming year that they believe are likely to attract their attention. The responses offer important insights to companies who are looking to connect with new clients.
A third of respondents, 33 percent, say they’d likely pay attention to an email that gets right to the point about the benefits for their district.
And nearly a quarter of district leaders, 24 percent, say they’d likely pay attention to a message offering a free trial.
It’s not surprising that a potential cost savings is appealing, said Nancy Harhut, co-founder and chief creative officer for HBT Marketing. Research on email response rates has shown that “free” is a top-performing subject line word.
“‘Free’ is an incredibly powerful motivator,” Harhut said. “The word free creates an emotional charge in people that prompts them to place greater value on the free item or service.”
Other top answers from district leaders were messages that show some knowledge of their district’s specific issues (23 percent), lead with teaching rather than technology (22 percent), and cite academic or peer-reviewed research in support of the product (20 percent).
Less important to administrators is whether the vendor messages are easily readable on a mobile device (3 percent), specifically speak to its effectiveness in the post-COVID environment (5 percent), or put student engagement data first (10 percent).
The responses from district administrators represents a subsection of the larger Market Brief survey, which additionally asked roughly 560 school leaders and 1,700 teachers the same question.
Looking at the wider data for all three types of respondents, there are statistically significant differences in the types of emails that resonate across rural, suburban, and urban districts.
Educators in smaller, more rural districts place greater importance on a company first knowing their district’s specific issues, compared to suburban or urban schools. More than a quarter, 26 percent, of respondents from rural districts chose this as one of the most likely elements in a vendor email to attract their attention.
And educators in urban districts place a greater emphasis on companies making it clear they understand the district’s diverse student population (20 percent).
Downplay the “We.” Lean Into the “You”
Harhut, author of the book “Using Behavioral Science in Marketing,” said the findings align with her research on the most effective forms of outreach.
“People respond best to relevant, respectful, personalized marketing messages,” she said.
Harhut said marketers who aren’t hearing back from potential new customers should keep in mind that “they might not be actively rejecting you so much as not yet finding time to consider you.”
She recommends companies contextualize their product or service in email pitches by offering a situation or problem their solution can help solve.
And, similarly to a free trial, she encourages them to provide something upfront with no strings attached. That can prompt a client to want to “return the favor” in some way, she said, which can be choosing their product or service.
When emailing a potential K-12 client, companies should also dedicate more of the message to the school district’s needs, goals, and circumstances, rather than to detailing the company and their offerings.
“People are most interested in themselves,” Harhut said. “So, downplay your use of ‘our, we, our company’ and increase your use of ‘you,’ as well as the name of the person or district you’re targeting. Frame your message in terms of what is in it for the reader.”
