RESPONSE RATES

Six factors affect the number of responses you will get when mailing:

• Who the mailing is seen to be from influences the chance of the email being opened.

• What appears in the subject line also influences the chance of the email being read.

• The body of the text needs to start with a headline - something that grabs the reader and forces the reader to read on rather than hit the delete button.

• We then come to the text itself which needs to keep the interest of the reader and lead on to the final action.

• There is then the question of illustrations - most advertisers automatically think of including a logo and pictures, but this may be entirely counter-productive and needs to be examined carefully.

• Finally there is the "Action" - what you want the reader to take as a result of reading the email.

In all cases you must remember that the readers of these emails have subscribed to find out interesting things about their subject area - they do not expect to have adverts rammed down their throats.  You should speak to the reader in the same way that you might discuss an educational issue with a group of colleagues. 

Who an email is from influences whether the reader looks at the email or not.  Email Teachers Direct always sends its emails from the same address - which helps builds the relationship between us and the teachers.

Because our emails supply information and news that the subscribers want and enjoy reading they accept emails from "Education Management News", "Careers & 6th Form News" etc, and give them more time than they would give to other emails coming from unknown senders.

Subject line: it is important to draw the reader in with the right text in the subject line.  This needs to be specific and interesting - not something general.

For this reason a general statement such as "Special offers", or "Extra 10% Discount" tends not to work in any emails, and will not be accepted within Email Teachers Direct.  Ideally

The subject line should give an idea about the benefit on offer.   Thus "Increasing the cost effectiveness of lamps and lights used in the school" gives a clear indication of the issue that will follow, as does "A range of new assemblies never before published".

The headline can be an expansion of the subject line.  You've drawn the reader in to looking at the piece, and now you need to offer something more.  So you might write as the opening headline

"What's the simplest way to raise the number of GCSE grade Cs that you school achieves next year?"

Thus you are seeing the Subject line and the headline as a progression, at each stage encouraging the reader to stay with you and keep reading.  The notion of the interesting question can work particularly well here, especially if the subject line is a straight statement.

The body of the text used within the Email Teachers Direct service needs to be discursive in nature, even though it is an advert.  It needs to be set in a world in which the writer is having a professional discussion with colleagues.

A typical way of starting would be:

"One of the most interesting issues that arises when discussing university options with sixth formers is..."

When booking in an advertisement with Email Teachers Direct you should write your advertisement in this type of style, and then submit it to us.  If we think there should be some variation in the style we'll re-write it for you, at no expense, and then send it back to you for your approval.

In order to see how our style is working at this time please take a look at www.schools.co.uk/index.php where recent emails are always displayed.

There is a general desire among email advertisers to use illustrations and include a logo.   This is not advisable in any email, and is specifically excluded from Email Teachers Direct.

There are several reasons why illustrations, graphics, photos and logos will harm your sale.

First, schools have the highest level of filtering of emails of any type of organisation, and this particularly includes all forms of graphics.  Put in any graphic and the chance of the school receiving the email (even though the teacher has subscribed) will be greatly reduced.

Second, illustrations in adverts do not advance the argument of the text, but rather distract from it.  The same has been observed in terms of direct mail - illustrations put alongside the text will always reduce response rates among average readers. 

If you would like to read more on this subject please see the article here.   This article is written from the perspective of direct mail but the theory of perception that is outlined there applies just as much to email marketing.

All emails should end with a call to action - but in the case of Email Teachers Direct this should be gentle and not forced.  You should say, "You can obtain a copy of this report by phoning 01536 399 000, etc, preferably including a variety of ways of buying the product.

But you should not add anything which smacks of a basic sales technique, such as "But hurry, stocks are limited," or "this offer closes on ..."   Remember you are talking to colleagues, and the language must reflect that.