Email Marketing for Edtech: 10 Tactics to Effectively Nurture Leads and Increase Conversions


According to a report, the global edtech market is predicted to hit $521.8 billion by the end of 2022. This is a testimony to the fact that the edtech industry is evolving at a fast pace, bringing fresh opportunities for businesses. With hundreds of edtech firms entering the market, you need a unique strategy that showcases the usefulness of your products and services. Email marketing for edtech companies is an effective way to reach prospective clients, increase sales, and boost conversions. If your prospect has decided to click and open your email, they are ready to hear your message. 

In this post, we’ll walk you through the best email marketing strategies for edtech to drive growth and boost revenue. 

1. Why Edtech Should Brands Invest in Email Marketing?

Why Edtech Should invest in email marketing
  • Communicate with the Target Audience

People appreciate good emails that keep them engaged throughout their journey. Email marketing for edtech enables you to reach more audiences and even communicate with them seamlessly. In addition, you can use personalized emails to educate your audience about your products/services while promoting your blog, social media, or landing pages.

  • Drive Traffic to Your Website

Email marketing for edtech companies can drive quality traffic to your website and boost your SEO efforts. By creating an email that links to your important content, social media pages, and website – you can get more and more traffic to your website. You can start with a healthy subscriber list and run promotional campaigns to increase website traffic. An effective email marketing strategy is essential for edtech brands to improve product/service exposure, boost enrolment, build strong relationships with prospects, increase customer retention, and elevate their brand. 

  • Generate Leads

Email marketing helps you qualify leads based on user activity on the email. For instance, if you implemented an email magnet (a free value offer that convinces users to give their email address) on your website – you can start drip emails and keep track of those who opened your emails or engaged by clicking on the links in your email. Email marketing for edtech can be used as an inbound marketing strategy to nurture leads and improve conversions. 

  • Run Cost-effective Campaigns

While paid marketing campaigns like Google Ads and Facebook Advertising can be costly, email marketing for edtech tends to be cost-effective. You don’t have to pay when someone clicks on the mail or is redirected to your website. Instead, you can send a series of emails that help nurture the leads at different stages of their journey and convert them to potential customers. 

2. Email Marketing for Edtech: 10 Tips to Nurture Leads

Email Marketing

2.1 Segment Your Target Audience

Edtech firms must be clear on their services/products and target audience. To implement a successful email marketing strategy, you must send the right emails to the right audience at the right time, and this is where segmentation can help. Knowing your audience will help you write the perfect tone and convey your message. 

Once you segment your target audience, you can then create individualized content that’s value-added and benefits them. . The best educational email examples show how to nurture new leads and run an email campaign that engages your prospects throughout the buyer journey.  

2.2  Write Catchy and Attractive Subject Lines

Writing catchy subject lines can be tricky, as they must be short and generate curiosity. Nearly 42% of people open emails based on the subject line. It means a clear subject line could make or break the campaign. 

To capture the audience’s attention, your subject line should be within 60 characters. Make sure to use terms like – hurry up, important, opportunity, etc., to create a sense of urgency. Also, you must avoid words like “free” or “discount” to stay away from spam filters. 

Based on the specific interest of your audience, you can bring variations, including different subject lines, images, and messages, to increase engagement.

2.3 Personalise the Emails

There is no doubt that personalization has impressive benefits for your edtech email campaign. With email marketing for edtech, you can create personalized content targeted to specific age groups. You can make unique content based on your audience’s preferences. 

According to invesp, personalized emails have 29% higher open rates and 41% more click-through-rates. It also helps in boosting customer engagement. To personalize the emails, you can – Include the first name of the prospects, their demographics, gender, and interest. 

It is a great way to familiarize your relationship with your customers. Make sure not to overuse the names – as it might damage your reputation. Make sure your emails have a clear purpose, and every word you put in the mail should be working towards the objectives. 

2.4  Use Compelling Images and Videos

Use images and videos to convey your message more clearly. You can add videos of campus tours, brand stories, how-tos, guides, and student testimonials to spark an emotional connection. Besides, using images in emails help boost engagement and is highly beneficial in driving conversions.

You should try to aim for the perfect text-to-image ratio by providing enough information. Do not overwhelm them with details or bore them to the point that they move your email from your inbox. Use bullet points, bold or italics for important information. Avoid using buttons or hyperlinks other than your CTA. 

Here are some educational email examples of video email templates that can be downloaded and used right away in your edtech marketing campaign –

2.5 Design Responsive Emails

According to sources, 70% of people read on their mobile devices, which means you should optimize your emails for mobile devices to increase open rates. You might consider different templates that have been customized as per the device. With responsive design, you can send emails that change their size depending on the screen on which they are viewed. 

Responsive email templates use CSS media queries to produce multiple copies that depend on the user’s screen. For better user experience, you should stick to a single-column layout to make it easier for your audience to read your content. It is advised to use 13 pt for the text and 20 pt for titles to make the content much more readable on smaller screens. Here are some responsive email templates for edtech – 

2.6 Include Multiple CTAs

A CTA in an email is a hyperlinked line of text or button that directs the users to your edtech website. You can include catchy CTAs with clear steps to direct the readers. Some of the best practices to include CTAs include using power/action words, adding buttons for the CTAs, and using contrast colors and borders. 

Before designing or writing a CTA, you must know what you want the reader to do. For instance, if you are promoting an ebook download, you must send the reader to the landing page and download the ebook. For newsletters, blogs or events, you can add the “Find Out More” or “Know More” button. 

Whatever the purpose of your CTA, make sure the user knows they are taking action in response to the content they have just read. Use a service like an email on acid or Litmus to see how your email will appear in your audience’s inboxes. 

2.7  Schedule Emails at the Best Times

When it comes to the success rate of best edtech campaigns, timing is everything. You should choose the time wisely for improved click-through rates. According to Marketo, the best time of the day to send emails is 10 am. Also, emails should ideally be scheduled on Tuesday, Wednesday, and Thursday for higher open and click-through rates. 

There is no one-size-fits solution to maximize the open rate. The best way is to test your emails at different times and weeks for better engagement. You can also check the recipient’s time zone and pre-schedule the emails based on their living location. 

Specific tools, like Buffer, Hootsuite, Constant Contact, etc., help you determine the best time to shoot an email campaign. 

2.8 Automate the Emails

Today, 51% of companies use marketing automation for the best edtech campaigns. There are countless marketing automation tools that can help edtech firms to execute multivariate testing to find the ideal email strategy. 

With the help of these tools, you can intelligently decide which users engage most with your email based on their previous behavior. You can set up different types of emails to automate based on behavior-based triggers, demographic-based triggers, and time-based triggers. 

Some of the best marketing automation tools for edtech are – WebEngage, NoPaperForms, and SocialChamps.

2.9 Repurpose on Social Media

To optimize the effect of your email marketing for edtech, you can share it on different social media platforms. You can cross-promote on these platforms by adding social media links or newsletter signups in your emails. 

Facebook, LinkedIn, Instagram, and Twitter are the best channels for Edtech to promote your emails. Besides, you can also invest in social media ad campaigns for more reach and conversions. All you need to do is just share the email on your social pages and give them a boost. With social media advertising for edtech, you can direct the prospects to the landing page and capture their email address.

You can also repurpose the content on your social media pages by rounding up the popular posts and sharing them in an email. 

2.10 Measure the Effectiveness of Campaigns

Make sure to track the result and performance of your email campaigns. Some key metrics to focus on are open rate, click-through rate, response rate, unsubscribe rate, and so on. Then, based on the performance of the campaigns, you can evaluate the subject line, image, send times, etc. 

To measure the effectiveness of your email campaign, you should conduct A/B testing, which is the practice of sending two different emails under the same audience segment and understanding which inspires your audience. 

An effective email marketing strategy is essential for edtech brands to improve product/service exposure, boost enrolment, build strong relationships with prospects, increase customer retention, and elevate their brand.

3. Types of Emails for Edtech Brands With Examples

Types of email marketing
  • Welcome Series

The welcome series is a sequence of emails you send to people automatically after they sign up for your email. It is your business’s first interaction with your new subscribers after they have shown interest in your products or services. The main objective of these emails is to confirm a new registration and welcome them aboard. You can schedule a series of 3-5 emails to introduce your brand correctly.

  • Newsletters

A newsletter is an email sent to your subscribers to keep them informed about the latest updates and news about your edtech brand. According to a survey, 40% of B2B marketers believe that newsletters play a crucial role in their content marketing success. Email newsletters help edtech firms achieve brand loyalty and customer retention. You can also address their questions about your brand in your email newsletters.

  • Dedicated Emails

Dedicated email for edtech allows marketers to reach a specific audience. Also known as dedicated e-blast, this kind of advertising method is used by publishers to send messages on behalf of the advertiser. They contain multiple links to a landing page and direct calls to action.

  • Lead Nurturing Emails

A lead nurturing email is a message sent to potential customers to push them towards the bottom of the funnel. It encourages them to engage, entice, and continue interacting with your business. It is a personalized and automated campaign influencing the user’s buying decision.

  • Transactional Emails

A transactional email is sent in response to an action taken by the user on your website. Your website automatically sends it to the individual following a transaction or specific activity on the mobile app. They are typically sent to a particular user and are not used as a means to generate revenue.  

Examples of transactional emails include password reset, account creation emails, payment invoices, purchase receipts, order confirmation, payment failure, etc.  

  • Re-Engagement Emails

Re-engagement emails are sent to inactive subscribers with the purpose of re-engagement. They are typically designed to win back unsubscribed or unengaged subscribers to get them interested in your offer. Re-engagement emails are generally sent in sequence rather than as a single mail to win back unsubscribed users with some incentive. 

4.  FAQS

  • What Is an Edtech Platform?

Edtech combines education and technology to improve student’s educational outcomes and in-classroom training. 

  • How Big Is the Edtech Industry?   

The global edtech market is valued at $105.06 billion and is expected to reach $127 billion in 2022. 

  • How Do You Get Leads for Edtech?

To generate qualified leads in edtech, you should invest in SEO, social media, and email marketing for edtech. Additionally, you can conduct live webinars, enhance your landing pages, leverage Facebook ads, and guest blog for industry-related sites. 

8. About Growth Ganik

Growth Ganik is a rapidly evolving digital marketing agency in Sydney, Australia, specializing in SEO, content marketing, marketing strategy, and lead generation.

We work with clients from leading brands and industries such as B2B SaaS, nonprofits, and more to develop profitable digital marketing solutions that are data-driven to support all kinds of business goals from widening user bases, gaining more traction for online engagement, to increasing conversion and helping businesses scale up. 

For creative tailor-made digital solutions and sustainable growth insights, get in touch with us!