Marketing to schools in the holidays is something of a recent idea – we tried out for the first time when personal email addresses became available.
I have to admit that at the start I didn’t really think this would get us too far – after all the rule for some 30 years had been: stop advertising two weeks before the end of term, and then start advertising again one week after the start of term when teachers have had time to go back.
But the half term and full term holidays have proven to be places where some firms can advertise with success, using the Personal and Subscription email services.
We’ve done a spot of research into this, and found some interesting answers.
- Some teachers now have school laptops and they are able to take these home with them in the holidays to undertake preparation etc. These laptops receive their personal email through the school system – and thus when they log on, our emails appear.
- Some teachers log on to the school learning platform through their own computer at home, and access their mail that way.
- Some go in to work during the holidays – perhaps a few days before the start of term.
In all these cases the promotional emails they pick up have an extra power because
a) The teacher is less pressured – this being the holiday period
b) We only send out one email to these teachers a week, and hence the most they are likely to receive are a couple of emails – hardly an overload.
To promote this trend we are launching a couple of additional services for the next two weeks.
First, where we do have an advertisement to send out on the Subscription network we will first send out an item of news for the teacher – usually relating to some free resources, and usually one day before – just to whet the appetite.
Second, we will be running a campaign regularly on www.ukeducationnews.co.uk – the rolling news service – suggesting that teachers might care to take a look at their emails over the holidays.
During this period all the emails that we send out on the personal and subscription services will be at half price. There’s a full price list on www.emails.gs
If you have any enquiries please do call us on 01536 399 000
Tony Attwood