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Email Teachers Direct is a unique opt in email news service that goes to head teachers, deputy head teachers, and other managers in primary and secondary schools. 

Email Teachers Direct allows you to get your message directly to the schools’ heads of department, head teachers and other senior figures, without going through the school administrator.

The lists that Email Teachers Direct use are strictly opt-in only – teachers only appear on our lists because they want to be there.   What’s more the lists are highly controlled, so that teachers don’t get overloaded with too many emails.  Not only do we restrict the number of adverts that are issued to a maximum of one “for sale” product or service per week, we also send out news items to subscribers, and have our house style, which gives the service its own identity.

Email Teachers Direct is a thus a very special way of email advertising to schools.  School managers opt into the service to get the news.  The news email reaches them two or three times a week in term time, and each email deals with a topic that the manager may have missed.  (That is to say we don't bother to re-run items that the Dept of Education and Skills is mailing to every school, nor a story that makes the front page of the Times Educational Supplement.).

While the cost of advertising through Email Teachers Direct is far below the cost of direct mail, the response rates can be similar to that in direct mail.

We are currently offering Email Teachers Direct to the following groups:

In the near future we will be launching Email Teachers Direct services for:

**In the build up to the launch of each service we offer a limited number of free advertisements – if you are interested please do get in touch.  We don’t need to receive your advert until we are ready to start the service, at which time we’ll get back in touch with you.

To see examples of advertisements and our own news announcements that have been run through Email Teachers Direct please visit the Schools Directory news page and you will see the last ten items sent out to senior managers in primary and secondary schools.

If you are interested, please submit your proposed item.  If we feel it needs any re-writing in order to maximise its performance and to fit with our house style, we’ll do that (no charge) and submit it back to you.  If you are happy the mailing can go ahead.  If you don’t like our re-write you can cancel your order, and there is nothing to pay.

In order to enhance response rates we have strict rules on graphics and attachments – the strict rule being we don’t accept them.  All the evidence we have is that graphics and attachments greatly increase the number of schools that will block the emails – even though the teachers we are mailing are people who subscribe to our service.  They also greatly reduce the response rates among those teachers who do get the emails.

Research

Throughout 2007 a series of experiments were run to measure response rates.  These fell into three classes of experiment:

• Free reports on school effectiveness.  The response rate varied between 20% and 31%.
• Questionnaire asking a single question.  Response rate was 25%.
• Free trial of a commercial service that will then be offered on subscription.  Response rate 4%.
• Press release offering a report on raising teacher morale offered at £20 for a download, £30 for a printed copy.   A response rate of 2% of actual orders was recorded.

Copies of many of the items sent out via the service are posted on our schools site

We are interested in talking to potential sponsors who could be mentioned and have a web page link on each mailing.  This would work particularly well if there was a regularly changing message of interest to teachers.  Please call 01536 399 000.

Tracking click throughs

Our view is that the best way to measure the effectiveness of email advertising is through the number of purchases you get as a result.  However a lot of people do like to measure click throughs – the number of people who see the email and then click on the link.

The simplest way to check this figure is to have a link from your email to a web page that is unique to that email, and which allows you to count the number of hits you have received.  However if you cannot organise this within the parameters of your own website we can set up a unique page for people to jump to from the email.  They will immediately (and without taking any further action on their own part) be transferred to your landing page – but we will collect the total number of hits on our page, and give you that data.  There is a small additional fee for this service.

A simple questionnaire can be sent out as your email, and the results sent back to you as an email.  There is an extra charge for running a questionnaire.

If you are interested in advertising with us or just want more information please call 01536 399 000 or fax your copy to us on 01536 399 012.