The one problem with email marketing is that it’s just so intangible.
I think one of our clients summarised this perfectly recently when he explained his reluctance to replace his expensive postal marketing with one of our digital strategies. He told me that he understood it was cheaper, he understood that ROI was much higher, and he understood that responses are now outstripping postal. But at the end of the day there was just something reassuring about sending a brochure through the post and imagining it landing on the Head Teacher’s desk with a loud thud!
I have to admit that I can see his point (even if I strongly disagree with the logic).
What’s more, I think that this intangibility becomes even more of an obstacle when you’re considering entrusting your email marketing to an education marketing agency like Sprint. I mean, it’s one thing hitting the ‘send’ button yourself but completely another to let someone else do it!
And yet I know that this is exactly what sellers to schools must do if they are to realise the huge potential of email marketing to engage with teachers. I also know that however much I tell clients they need our design and copywriting expertise, our database of a quarter of a million teachers, and our industry-leading sending software, it will still feel like a bit of a leap into the unknown for them.
So, I’ve been scratching my head trying to find a way to make our email marketing strategies feel a little more tangible for first-time clients. And I’ve decided that the best way to do this may be to tell the story of someone who has taken that leap into the unknown and lived to tell the tale.
Or, even better, let him tell the story himself.
James’s Story: Download the Political Education for Students case study here
I hope you enjoy reading this case study. I’m sure that many sellers to schools’ email marketing journeys begin like James’s and I’m sure that many of his initial challenges and concerns will resonate with you.
We helped James to overcome these challenges and concerns, and become a smash hit with teachers. I hope that we can help you to do the same.
Marketing to Schools
Selling to Schools
How to Sell to Schools