Contrary to popular belief, email marketing is not dead!
Emails are a big part of our lives as individuals, students, educators, and even consumers.
In fact, it is one of the best marketing channels for Edtech to engage with its audience, build brand awareness and drive sales.
Edtech email marketing strategies have evolved with the changing digital landscape. Email marketing offers an unmatched way to grow your business and keep your target audience engaged. With the right strategy, it can help Edtech achieve its marketing goals.
As an Edtech marketer, you can’t ignore the power of a strong email marketing strategy.
Stick around to get a great understanding of how edtech email marketing campaigns can increase engagement and conversions.
1. Segmentation: The Key to Relevant Messaging
Email list segmentation is a crucial component when delivering relevant content to your subscribers. By dividing your email list into specific groups, you can customize your message according to their preferences and needs. You can segment based on interests, behaviors, demographics, and geographical location to generate higher engagement and click-through rates.
Factors to Consider When Segmenting Your Email List
When segmenting your email list for your Edtech email marketing strategy, there are several factors to consider to curate the right message for the right audience.
Let’s look at how to segment an Edtech email list:
- Demographics: Factors such as age, gender, and occupation must be considered when segmenting your list to tailor a specific message for the target audience.
SOURCE: SIMILAR WEB
- Geographic Segmentation: You can group your email list based on geographical location and tailor messages according to their needs and preferences.
SOURCE: SIMILAR WEB
- Interest & Behavior: Dive into the data, look for past purchases, website activity, and email opens and clicks to identify a high-value group for your email campaign.
SOURCE: SIMILAR WEB
- Preferences: Consider channels of communication, content format, visuals, and frequency of reach that resonate with your audience.
SOURCE: SIMILAR WEB
- Campaign Goals: If your goal is to drive sales, you might want to retarget segments with past purchase history or product interest.
- Available Data: Leverage the data available at hand and take time to segment your list effectively to deliver a relevant message that drives engagement.
2. Personalization: Making a Connection with Your Audience
In the digital era, consumers have come to demand and expect personalized messages.
Email content personalization can help Edtech target individuals based on their interests, preferences, behavior, and demographics. As email inboxes are crowded and full of distractions, the selective attention approach applies to email personalization, as it filters out the clutters and regains focus.
The Impact of Personalization on Open Rates & Conversions
Inbox is a private place, and when an email arrives, we consumers expect a personalized message.
Personalized emails allow Edtech marketers to impact open rates and conversions. By personalizing the message, you can focus on the relevance of your content for a specific group or audience to encourage higher engagement.
Best Practices for Personalizing Emails
Here’re some great Edtech email marketing engagement and connection tips you can follow:
- Personalize the subject line.
- Use their past purchase history.
- Remember special days and events.
- Include segmentation during the sign-up process.
- Employ triggered emails.
- Use dynamic and engaging content.
3. Crafting Compelling Subject Lines
Your subject line is the first impression.
The email’s subject line is the first piece of content that grabs the attention and encourage the subscriber to open your email. A well-crafted and compelling email with a clear and concise subject line evokes curiosity and interest in your message.
Email subject lines makes all the difference between emails that generate engagement and emails that end up ignored.
The Role of a Subject Line in Email Marketing
The email subject line is the first thing your target audience sees and determines the action further. Email marketing in Edtech plays a critical role in driving conversions; thus, as an Edtech marketer, you must know how to write a concise, relevant, and engaging subject line.
Your email Subject line defines the motivation to encourage people to click into the email; therefore, a powerful subject line is essential to get the message through.
Tips for Writing Compelling Subject Lines that Avoid Spam Filters
To pique your target recipient’s interest, you need to craft compelling email subject lines that promise untold riches and offerings.
You can follow these Edtech best email marketing tips to achieve the best results:
- Keep it concise: Subject lines are crafted to grab the recipient’s attention.
- Present Solution: Be mindful, and present the solutions to engage recipients.
- Offer value: Communicate the promise you are offering, and how it will benefit them.
- Credibility: Avoid deceptive subject lines like “Re or Fwd”, as it is considered spam.
Example of Effective Subject Lines in Edtech Email Marketing
Impactful subject lines can drive better results and build a strong relationship with the recipient. The engaging and compelling Edtech email marketing strategy example illustrated below explains how you can make the difference between your email being opened or ignored.
For example, Course Hero crafted a compelling email that created urgency through an effective enrollment marketing tactic that instigated the recipient to take some action.
Another great example of compelling Edtech’s subject line to start a free coding session, grabbing the attention of the recipient using the key word “Free”.
4. Content: The Heart of Your Email Marketing Campaign
Content is what captures the attention of your recipient, keeps them engaged and motivates them to take action.
Emails that don’t foster a sense of connection are likely to go unread and end up in the trash folder. So, invest your time and effort to craft content that resonates with your brand, and engages your recipients.
Key Elements of a Successful Email Marketing Campaign
There are several key elements to consider when crafting an Edtech drip campaign email marketing campaign for your audience.
How to Write an Attention-Grabbing Headline
Catch email headline is an effective digital marketing strategy for an Edtech business to grab the audience’s attention. But where do you start?
As you craft your email headline, keep these things in mind:
- Create personalized subject lines
- Trigger Call-to-Action
- Spark Curiosity
- Keep it short
- Create a sense of urgency
- Check preview text
The Importance of Clear Call-to-Action
Are your recipients taking action after receiving the email? Do you want them to take the next step, and help them hit the register now button? An Edtech marketing strategy with a prominent and powerful CTA can drive meaningful actions.
CTA creates a sense of urgency, promoting recipients to act now. Some of the common examples of CTAs in Higher Ed include:
- Sign up for a free trial
- Subscribe to our newsletter
- Schedule Consultation
- Enroll now
- Register Free for the Course
Engaging Visuals to Enhance Your Message
Your brain processes visuals faster than a written copy. Visual relevance is an essential component of your content marketing strategy for Edtech to help your audience understand the message easily.
CTAs bring email to life and add a spark of curiosity and creativity to your content. Visuals encourage an audience to engage with the email and retain the recipient’s attention until the call to action.
High-quality images, videos, infographics, and interactive animations help convey complex information more engagingly. Also, it can help you break up large blocks of text and make the overall email look appealing.
5. Testing: Refining Your Strategy for Better Results
Email marketing is a costly game to play when it comes to your brand identity.
Do your test for elements like subject line, preview text, name, or for the whole email to improve marketing ROI.
Modern Edtech marketing requires you to move past your intuition and optimize campaigns through constant refinement. An expert Edtech marketing team knows how to optimize emails to improve conversion rates.
A/B testing for email marketing refers to the process of split testing, sending two different variants A and B to your email list, and analyzing which variant performs better.
How to Conduct A/B Testing to Improve Open and Conversion Rates?
A/B testing is a great way to increase your email open and click-through rates. Here’s how you can conduct an A/B test for Edtech email marketing.
- Set up the A/B testing campaign
- Choose winner criteria
- Decide variable you can test
- Test high-impact and low-impact elements
- Keep a log of your test
6. Automation: Making Your Campaign Effortless and Efficient
Email automation is a great way to improve campaign workflows, and help nurture leads into sales. Email automation keeps the lead engaging, and plays a key role in the customer journey.
To dive deeper, let’s take a look into the benefits of automated email campaigns:
- Saves you time on compiling emails manually and scheduling messages.
- Personalize content to build credibility and improve experience
- Increases customer retention rate through regular and relevant email copy
- Keep the customer engaged and interested
- Automated emails after a specific course of action
Types of Automated Email Campaigns
Automated emails can be triggered based on specific course of actions or behaviors, enabling Edtech to drive conversions through relevant and personalized content.
Some of the most common types of automate emails used in Edtech are as follows:
- Welcome emails
- Email confirmation/verification
- New users email
- Course recommendation
- Abandonment cart
- Event registration
- Course completion
- Re-engagement
- Course Feedback
For example, this is a confirmation/verification email from Preply before you began your journey forward on the platform.
How to Set Up and Manage Automated Email Campaigns
Reaching your target audience where they are and curating a personalized email is more effective for building long-term relationships. It can save a bunch of time on other tasks, and send relevant information to the right people at the right time.
Automated Edtech email campaigns are proven digital marketing tactics to boost enrollment, and appeal to a prospective target audience.
Setting up and managing automated email campaigns for your Edtech Company is simple. Here are some steps to get started:
- Choose your email marketing platform
- Define your campaign goals
- Build your email list
- Segment your audience
- Create an email template/layout
- Set up automated workflows
- Conduct A/B testing
- Monitor and improve your email list
7. Analytics: Measuring Your Campaign’s Success
Measuring your Edtech email marketing strategies for diverse campaigns is essential to improve your results over time. As an Edtech marketer, you must know what works, and what doesn’t.
- Measuring the success of your email marketing campaign is important to:
- Track your key metrics, and identify areas for further improvement
- Ensure email marketing campaign ROI and value for your business
- To understand your audience and gain insight
- To maintain a healthy email list with low bounce rates
- To increase revenue and decide about future investment in an email marketing campaign
Key Metrics to Track & Analyze
It is important to track and analyze key metrics, as it allows Edtech marketer to improve their effectiveness, justify ROI, and understand the audience.
The most important key metrics for Edtech email marketing campaign success are as follows:
Open Rate
Open rate refers to the percentage of email recipients who opened your email, as it indicates you’re the impact of your subject line and the overall power of your content.
Click-Through Rate
Click-through rate refers to the percentage of email recipients who clicked on a link (CTA) in your email. This shows your content was meaningful, and relevant for the person.
Conversion Rate
Conversation rate refers to the percentage of email recipients who complete the desired course of action, such as enrolling for a course, making payment, scheduling a free-trial, or requesting more information.
How to Use Analytics to Inform Future Email Marketing Campaigns
Edtech email marketing strategies are the most measurable tactics, and the most powerful when it comes to delivering an incredible ROI.
Data analytics refers to the process of measuring, analyzing, and applying data to your email marketing campaigns. It makes a real difference for applying those findings to your future campaign for better results.
There are many ways you can use analytics to enhance future campaigns and drive results. Here are actionable strategies you can use for future email marketing campaigns:
- Reflect on your numbers
As you look through, ask a few questions like what type of content usually gets the most
open-rate, what content gets the most clicks, and have you performed better the before or not?
Keep track of all these questions, and utilize this information to further enhance your Edtech email marketing strategy.
- Refine your customer profiles.
Drive significant insights from your campaign by analyzing your best customers, new customers, and ideal buyer persona, and create more efficient customer profiles for major lead generation campaigns.
- Test different Edtech marketing strategies.
Use A/B testing to try different strategies and tactics, such as headline, email design, content, and call to action. This can help you identify the most effective approaches for engaging your audience.
Conclusion: Bringing It All Together
With the rise of online higher education and the increasing importance of social media in the world of Edtech, the competition in the market has become more intense. To stand out, Edtech companies must curate effective strategies that leverage social media to build brand awareness, engage their audience, generate leads, and drive conversions.
Edtech email marketing strategies are designed to funnel people from your website to your email list. A well-crafted email marketing campaign can help your Edtech to increase revenue, enhance customer retention, build brand loyalty, and develop insights for future improvements.
