Why Your School Email List Isn’t Responding

The K12 Marketplace, Email
Why Your School Email List Isn’t Responding

Why Your School Email List Isn’t Responding

Over the past few years, educational email lists have experienced lower open and click rates. It’s not unusual to see higher numbers of unsubscribe requests, reduced deliverability, and dormant subscribers.

Although these declining school email marketing metrics seem like cause for alarm, it’s never too late to find a remedy.

Four common issues affect K-12 email marketing. When you can identify the issue that’s holding you back, you can find an appropriate solution for the problem.

The Problems That School Email Marketers Face Today

The average person receives about 4% more emails each year than the one before. That means teachers, principals, superintendents, and school administrators get more than 120 messages per day.

Instead of racing to the top, many marketing efforts try to get a person’s attention by blasting flashy subject lines and nearly useless information.

Are you encountering any of these challenges right now?

1. Fewer Opens and Clicks

About 40% of your email opens happen within 60 minutes of sending a message to your K-12 subscribers. With each passing hour, it is less likely that someone opens your message. That’s why your marketing efforts need to be personalized and succinct. [[1]]

Outside of the initial welcome message, product notification emails are the most likely to earn a click. Even if you can only raise your open percentage by 5%, your profits can rise by 95%. [[2]]

Customer segmentation to encourage more personalization can reverse the trend of losing opens and clicks. When people feel like you’re connecting with them, they’ll be more likely to engage with your contact efforts.

2. Higher Unsubscribe Rates

The primary reason people unsubscribe from a K-12 email list is the number of messages they receive. If you’ve ever had to clear 100+ notifications from your inbox, you might understand how tiring that work can be. [[3]]

Email fatigue stops people from engaging with brands, even when they find the information to be valuable.

If you send your school emails at dynamic times, the unsubscribe rate can fall by up to 10%. Although every industry is different, most unsubscribes occur between 10 AM and 12 PM, so try to avoid those times. [[4]]

3. Reduced Delivery

Strict ISP rules can stop email deliveries quickly. Many schools have firewalls in place to prevent spam. That means your K-12 list needs to add you as a safe sender if you’re going to reach them with valuable information.

When your emails get ignored or deleted, they’ll end up in the junk folder before long. Most delivery problems are due to reputation issues.

By avoiding a message to each key contact simultaneously, you make it so that future messages are more likely to be delivered.

4. Ignored Emails

Inactive subscribers don’t click an email for multiple consecutive campaigns. Although these leads might be beyond saving, you can rescue up to 15% of them by customizing when you send information. [[5]]

When you know more about your audience, it’s much easier to customize your information to meet their needs. By taking these steps, you can solve these issues effectively while making your school email marketing efforts more efficient.

[[1]] https://www.experian.com/marketing-services/

[[2]] https://hbswk.hbs.edu/archive/the-economics-of-e-loyalty

[[3]] https://www.theguardian.com/technology/shortcuts/2019/apr/08/how-many-work-emails-is-too-many

[[4]] https://cdn2.hubspot.net/hubfs/529456/Unsubscribe%20Infographic-2.pdf?t=1498703123997

[[5]] https://neilpatel.com/blog/re-engage-dead-email-subscribers/

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