Ditch the K-12 Principal Email List
If you sell into the education space, and your targeted audience is K-12 principals then you are in luck (or not). There are many data list companies that provide contacts lists of principals, but not all companies are selling good info. In fact the reason that there are so many companies trying to sell Principal or Superintendent email lists is that these are the most visible titles to acquire (scrape) email for. And to make matters worse principals receive probably 20 emails for every 1 that other employees in the same building receive. So there are some things to keep in mind if you are entering the email-marketing arena and your target is the leader of the school. Maybe it’s time to ditch the Principal.
A look at the roles
There are roughly 384 different job titles in k-12 public schools. From the Academic Intervention Teacher to the Yearbook Staff you have a lot of options in your K12 Data marketing efforts. Let’s consider what a school principal manages, which is everything, but not all aspects are personally scrutinized. I have two kids in elementary school and I have sold or done work in the education space for 30 years. The Principal is primarily a catalyst to the District, a portal to the Parents, and a manager of the Staff. So, if you are selling a 3rd Grade reading program the principal may not be your top target. In my experience I would choose the Assistant Principal, who is more closely tied to either Curriculum or Discipline, or both. You might also look at the Reading Teachers, Curriculum Coordinators, the ELL Teachers, and the Afterschool Coordinators. Here’s a look at the K12 Data Card: https://k12-data.com/K12_data_card.pdf Furthermore, more often than not, an influencer will likely carry far more weight in pushing a product into use in the school building than a sales rep will by sending an email to the chief. Similarly, does your president have the bandwidth to deal with vetting 10’s of emails from vendors that are interested in selling them something? Probably not, they are surrounded by a team of people that have specific skillsets that make them experts in their specific fields- like marketing, sales, technology, database management, custodial services, legal, accounting, and so on. The takeaway, hit the right target.
A friend of mine, Matt Laddin, who is well versed in this industry, shares a good point: “There are over 100,000 gatekeepers in K-12 education. In many instances, if you don’t get them onboard, you’ll never get the job done. In the past I’ve marketed directly to this group, asking them to pass along information to the right decision-makers in their school. And guess what? It works! https://insight29.com/blog/2015/06/24/when-marketing-to-k-12-know-your-targets/
A dime a fragile dozen
The reason there is a plethora of companies selling lists of principal email lists and superintendent email lists is that there isn’t any other data point that is this widely available to export. You can almost guarantee that the principal’s contact info is on page one of the website. So the barrier to entrance in this competitive data compilation and sales niche is high. But apart from the lackluster value of the contact is the transient nature of the title. The principal and superintendent have the highest attrition rate of any other school or district title. The reason is that both titles get moved or changed for purposes of not doing a great job, doing a great job and the need to move to a school in need, or the likelihood of a school board decision to make a change. So maintaining an up to date database of these folks is dodgy at best. This is one more reason to ditch the heads of these k-12 institutions and go for the middlemen, the front line professionals, and the influencers.
K12 Data Inc. strives to provide the best data available in the k-12 email marketing data vertical. We compile 100% of our file and we have for over a decade. We do not buy, lease, or backfill any of our databases from outside sources. That would make the validating process twice as hard and time consuming. Quite frankly if you want something done right you do it yourself or task your best people to manage the process. On that note, 90% of our employees have been with us for over eight years. K12 Data has also simplified the ordering process. Our clients can build their prospective lists in just minutes and receive the csv or xlsx files within 1-2mins, all automated. There are no minimum orders, no add-on fees, and we stand behind a 97% delivery rate on email. We created the Build A List platform 11 years ago and thousands of customers have found value in their ability to cut through the clutter to get to the education email marketing lists they need to keep their organizations running on all cylinders. K12 Data is truly the simple choice. Build A List Today: https://k12-data.com/custom_databases
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