Powered by Blogger.
RSS

The most effective ways of doubling response rates


What are the most effective ways of doubling the effectiveness of your marketing to teachers? 

Over the years I have written many articles on the fact that you can enhance sales by adopting particular styles and approaches when marketing to schools via email or postal direct mail.

Some of my ideas are very much mainstream – such as:

  • Focus on benefits rather than features.
  • Place the headline about 30% down the page on sales letters, and use a headline at the top of an email (as well as the subject line).
  • Don’t mix pictures and text unless you are writing to people who are already committed to or highly interested in your product or service.

But I’ve now produced a short paper in which I have taken a look at three larger areas of marketing to schools – areas that I feel many companies miss in their marketing, but which really can have a huge impact.

If you would like a copy of the report please do drop a line to Chris@hamilton-house.com and Chris will get a copy emailed to you right away.

And, as always, once you have taken a look at the report I’ll be very pleased if you get in touch with either me or one of my colleagues at Hamilton House to discuss the implementation of any of the three issues that I bring up in the report.

Tony Attwood
Phone 01536 399 000



 

 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

If we don't get you sales, you don't pay for the advertising


We’re so certain that we can make a success of your advertising to schools that you just pay a commission on each sale that’s achieved. 

Because I have written a number of articles along the lines that “If it seems too good to be true, then it probably is too good to be true,” I think I need to explain myself fully here!

My company recognises that advertising to schools can be expensive and that you might not have that much in the budget to cover your advertising costs.

But at the same time, because we work closely with hundreds of companies that sell to schools, and indeed we sell our own products to schools, we know from practical day-to-day experience that we can get sales at a level that makes the advertising very worthwhile.

So two years ago we invented a new system, a system in which companies ask us to advertise their products or services, without having anything to pay.  They then tell us what sales have resulted from the adverts and pay us a commission at an agreed rate.

Of course, it would be lovely if I could say that we’ve succeeded with every single product or service we have taken on in this way, but if I did, not only would I be giving you less than the truth, but that really would be a case of “too good to be true”.

But for most customers who have joined in this “payment by results” the results have been very worthwhile and have encouraged them to want to keep going.

Because of this success so far we are limited as to the areas in which we can take on new customers, and I do have to say that we can’t take on any more companies that want to work on payment by results as a way of selling into primary schools.

However in the secondary sector we do have some availability for firms that wish to sell to the following subject areas using the “payment by results” approach.

Art                                Careers                       Design and Technology

Geography                  History                         ICT

Maths                          MFL                             Music

PE/Sport                     Religious Education

If you have a product or service that sells to any of the areas above, and you’d like to undertake advertising on the understanding that you just pay an agreed commission on each sale you get, then please email Stephen@hamilton-house.com with the details of the product or service you have for sale to schools and the approximate value of each sale. 

If you have a copy of a recent advert that you have placed, it would be interesting to see that too – although that’s not obligatory.

Once we have heard from you we’ll come back with our thoughts on how we can proceed.

Tony Attwood
Hamilton House Mailings Ltd



 

 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Emailing teachers - a free bonus


A free route to reaching the teachers without personal school email addresses

I’ve been focussing on this issue quite a bit of late: the fact that if you undertake an email campaign using our personal email lists you may well only be reaching half of the teachers that teach that subject.

Now, to improve this situation we’ve developed a new strategy.  And the good news is that it is free.

Here’s how it works…

Let’s imagine that you want to email the Head of Careers in secondary schools.  We have the email address of 2477 such teachers – but we know that there are 5000 secondary schools.  So about half the heads of careers in secondary schools won’t receive your message.

The first thing to say here is that you are not being cheated – you will only be paying to reach those teachers for whom we have the email address.   So no money is being wasted – but the fact remains that you are not reaching the remaining 2523 heads of careers.

But there is a way around this because, when you do an emailing with us, once we have sent the email out we will then send you the email addresses of the schools that you have not reached - i.e. the schools that do not provide personal email addresses.

This list will be supplied as a spreadsheet, and will be available for you to use just once.  If you want to use it again you can purchase an eternal re-use licence for just £29.99.  (Although, of course, if you use one of our personal email lists again, you’ll get an updated list for free.)

There is one other alternative – and that is to buy our full list of generic email addresses of schools.  This costs £49.95 and gives you around 28,000 addresses, and shows the county of the school and whether it is a primary or a secondary school.  (County information is not supplied on the free list we offer with personal email campaigns.)

Details of the generic email list are given on http://www.emails.gs/generic.html

Details of all our secondary school personal email addresses are on http://www.emails.gs/Secondarynamedlist.html

Details of our primary school personal email addresses are on http://www.emails.gs/Primarynamedlist.html

If you have any questions please call 01536 399 000 or email Chris@hamilton-house.com

Tony Attwood



 

 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

You don't just have to sell, you have to be remembered.

 

 

Truly successful marketing campaigns are based on adverts that not only sell, but which are also remembered.

Last year I received an email from a recipient of the Hamilton House newsletters that I write, asking for permission to re-use one of my sales pieces in one of his campaigns. 

This client was able to remember the essence of the advert, but not the date when he had read it.  I looked it up and found that he would have received it four years before.

Which led me to ask the simple question: in general, how many of our customers and potential customers can remember any adverts that were sent out four years ago? If you have a few then fine – you are grabbing and retaining attention.  If not, it might be a good idea to contemplate how you might make your adverts stand out a bit more.

This takes us into a world that is totally different from the approach to marketing that many firms (particularly those involved in email marketing) advocate.  They often bring forth the notion that one should re-use existing copy – rejecting the notion that each advert should be both different and memorable.  I disagree with this.

The advert for which my customer asked permission to re-use was one of a series in which I wrote stories related to a mythical public house in Northamptonshire called The Toppled Bollard.  The notion was that the marketing elite of Northants gathered there to discuss advertising techniques, under the benevolent guidance of the landlord, Billy “The Dog” McGraw.

As a sales technique the stories were a success (although I know some people hated them), but after a couple of years of running them I felt it was time to revitalise our advertising and move on to the proverbial pastures new.

There was a little bit of an outcry at this, and in response I took a few of the stories and put them on a website at www.blog.toppled.info so that those who had enjoyed them could go back to the tales and indeed consider the technique used, if they were so minded to do.

However, ever since I have received occasional requests to reintroduce the series – indeed one organisation recently asked for the rights to turn one story into a short play to be performed at the leaving party of a long serving member of staff.  

My point here is twofold.  One is that if people can’t remember both your adverts and your product/service then the advertising is not strong enough.  The other is, even if you have a successful campaign running, you still need occasionally to change your style and approach.  If you really do have a fan club for your style of advertising, you can always put the past adverts on your website.

But this doesn’t mean one can never go back.  If you remember and liked the old Bollard ads, you might like the tale that starts a new series.  It is at http://www.blog.hamilton-house.com/2014/01/20/what-links-dancing-and-direct-marketing/   If you thought the Bollard was the stupidest thing ever, then best not to look.

However, if you never saw any of these stories, you might like to take a look at the original idea which ultimately morphed into the Bollard series.  It was probably the most successful advert I have ever written and is stored for posterity at http://www.blog.toppled.info/archives/65

I’m not saying that this is how you should advertise to teachers.  No, what I am saying is that you should always aim to be original, interesting and memorable in your advertising, and that even when you have a very successful campaign, you should never be afraid to change it, or at least give it a rest for a while.

If you would like to talk about dramatic, engaging, or just plain different direct marketing, please do call 01536 399 000.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

How to get a significant response from a shared postal mailing

 

 

Postal shared mailings are the most cost effective way of reaching all teachers – including those who never read emails. 
Here’s how to make them work effectively.

The great benefit of shared postal mailings is that they are not only lower cost than personal emails (between 6p and 9p per teacher), but they actually reach all schools – including those where teachers don’t receive or don’t read emails sent to their personal email address.

But that’s just the start of the benefits.

Shared mailings work – providing the leaflet/s that are sent out through the system are designed specifically for the shared mailing. 

The sort of design needed is not complex, but over 30 years' research in sending out shared mailings both for our own companies and our thousands of customers has shown that in general certain approaches work far, far better than others.

Of course, this doesn’t mean that a specific response rate can be guaranteed – much depends on the product, the competition, and the way in which the two fundamental questions of direct marketing (“why should I buy this?” and “why should I buy from you?”) are answered.  But even so, these general design and writing guidelines will help.

First off, in terms of paper, A3 folded to A4, or straight A4, are much more effective than any other size.

Second, top right of the of the A4 sheet you should put in clear large lettering with nothing else around it, Attn: Head of Maths (or whatever is appropriate for the person you wish to reach).

Don’t be tempted to list half a dozen teachers that you want to reach for curiously, instead of that giving you a circulation of six teachers per school, it generally means the administrator doesn’t give it to anyone or just leaves it on the staff room table.  Just address your message to one person.

Third, have some clear space below your top right “Attn” message and the next item: a bold headline of up to around 20 words, which has the purpose of grabbing attention.  All that I know about direct mail promotions tells me that closed questions (ones that can be answered yes or no) don’t work here, but benefit driven headlines or open questions really can do the business.

For example, a headline that reads, “What is the most effective way of taking music students from a projected D or E at GCSE up to a C?” will draw in readers.  

Fourth I would urge you not to leap straight into a sales pitch about how your product will deliver, but rather have a line or two about the problem you are seeking to resolve, making it clear that the teacher is the expert, and you are just helping to reduce some of the pressure that the teacher inevitably experiences in this most difficult job.

That’s not to say that I suggest you use those exact words, but rather I am saying that this is the tone and style I find works. It is the opposite of “Make science fun!” which suggests that the teachers are so silly that they don’t know how to enliven their lessons.

In short, the overall tone is fairly light, but it recognises the professionalism and expertise of the teacher, while at the same time suggesting that your product can help.

Postal shared mailings are run very regularly, but there is a special bonus with the shared mailing to secondary schools on 26 February (for which leaflets are required on 19 February).  All customers who mail with us on that date will also be able to use one of our lists of personal email addresses of secondary school teachers, free of charge.

There are more details on www.shared.org.uk   If you would like to see an example of a leaflet set out in the style outlined above, please email Chris@hamilton-house.com or phone 01536 399 000 and we’ll email a copy to you.

And of course, any questions, please do call.  Always happy to have a chat.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Knowing your audience is a key point in selling to teachers


“Know your audience” used to be one of the key elements of marketing.  When it comes to teachers it’s as true as ever.

The problem with a lot of marketing is that it is very easily influenced by all the super new things that digital technology allows us to do.

As a result many advertisers have been seduced into using tactics which are not necessarily relevant, and are sometimes downright unhelpful, but which appear to be wonderful just because they are new.

So advertisers personalise their emails, because they can, without any thought of whether personalisation does actually increase response rates.  (Actually it rather curiously does the reverse.)

Then one finds that one can send a message to all the people who have clicked through onto a website but not bought (which can also be quite damaging), while sending the initial message again to all the people who didn’t respond the first time.

I won’t bore you with all the details of why these activities are harmful rather than helpful, but if you do want to know just email the address below and write the phrase Harmful Not Helpful in the subject line, and we’ll send you a free copy of the brief report.

What I want to move onto here is the effect that this fascination with digital technology is having on attempts to sell products and services to teachers.

In the old days before digital took over the world every book on marketing started out with a short set of key points.  The first instruction was normally “sell benefits not features” (something that 95% of advertisers who use email still fail to do for some reason).

And the second was “know your audience”.

Nowhere is this second instruction more valid than with teachers. Many (not all, but many) teachers have a world-view that focuses on a range of concepts they share with their colleagues.  At the core of these concepts is the notion that they are experts who have a range of technical knowledge concerning teaching and the behaviour and thinking of young people, which the general population does not have.

They also feel resentful of the way that their vocation has for years been a battleground for politicians, they feel undervalued by society at large, by politicians, and by many parents. They also dislike the way in which what they perceive to be the reality of schooling is falsely portrayed in the media.

As a result, any advert which does not take this into account is, from the start, fighting an uphill battle.

Thus an advert which talks about “making lessons fun” and the like is often instantly disregarded on the grounds that they are perfectly able to make any lesson entertaining where it is a beneficial approach. 

An advert which has an old fashioned cartoon of a teacher wearing a mortar board is dismissed as insulting.  An advert which claims that a product is the best available is rejected, as such matters of quality judgement are for them to decide, not for them to be told.

Indeed any advertisement that suggests that the advertiser knows more about teaching and learning than the reader is likely to fail.  Which, of course, creates a problem – because if one can’t say “this product will make you a better teacher” what can one say?

The answer is that the key is always in the words. One needs to write from a point of view of respect, showing that one understands that the teacher is the expert, and the advertiser is merely trying to help make the complex and difficult task of teaching a little easier.

Now if we come back to the latest tricks that the IT industry indulges in (personalisation, repeat mailings, etc) we can start to see that at best these approaches are going to be irrelevant and at worst totally off-putting to teachers.

What matters is how you write to teachers.  Sending them a message that is not in keeping with their world view will not bring in results.

If you would like to see an email that does seek to resolve the problem of offering a suggestion to teachers without telling them what to do, please do take a look at http://www.emails.gs/email.html

If you would like to discuss how your advertising fits in with this view of how to maximise response rates from teachers, please do email me a copy of a recent or forthcoming advert to Tony@hamilton-house.com and I will call you back with my thoughts.  No charge, no obligation.

For a copy of the Harmful Not Helpful report please email Chris@hamilton-house.com and write Harmful Not Helpful in the subject line.

Tony Attwood

01536 399 000



 

 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Reach the schools beyond the local authority

 

 

There are nearly 6000 schools outside local authority control.  You can email them or send promotions to them via the post.

Because of their status, many of these schools which are outside local authority control are more likely to be in the market for a whole variety of products and services than LA schools.  The LA schools get many supplies directly from their controlling council.  The rest are free to shop anywhere.

These non-LA schools break down into five types which are outlined below:

Academies

There are 1731 primary academies and 1738 secondary academies, which were for the most part previously LA schools that have opted out of authority control. 

Independent schools

There are 1052 primary independent schools and 856 secondary schools.  These schools are also sometimes called “private” schools, while the older, most famous secondary schools are sometimes (rather confusingly) called “public schools”.   These public schools (Eton, Harrow, etc) are included in the totals above.

Free schools

The free schools were introduced by the present government and are state funded but set up by groups of parents and others who feel that there is not enough diversity within the existing educational provision to meet their needs.   They are allowed to have a specific orientation, such as following a particular religion or following a particular educational philosophy.  However as with all other schools listed here they are subject to Ofsted inspection.  There are 70 primary free schools and 77 secondary free schools.

University technical colleges

There are 17 UTCs which are technical academies for 14 to 19 year olds, working under the guidance of a university and local businesses.  They draw in students from a wider area than most other schools.

Studio schools

These teach academic and vocational qualifications in a practical and project-based way. Study is combined with work placements through local and national employers who are involved in the school.  They mostly run from 14 to 18 and there are 29 such schools at the moment.

More free schools, UTCs and studio schools are in the pipeline.

You can reach these schools either through email, using our specially prepared “Independent Plus” generic email list, or through postal direct mail. 

Here are the prices and options in detail

The “Independent Plus” list of approx. 5400 generic email addresses supplied as a download or on CD, with schools coded by type and whether primary or secondary.  For this you will need your own transmission program, and the list can be used as often as you wish.  There is a £4.95 delivery charge for the CD – but no delivery charge for the download.  If you have not undertaken bulk email yourself before, you might wish to call us before buying to talk this through.   £49.99

Email campaign to the “Independent Plus” schools, as above, but in this version sent out by Hamilton House in the name of your company: £149.00

Postal list of all the “Independent Plus” schools, coded by type, for once only use, £349.90

Postal list of all the “Independent Plus” schools, coded by type, including also the generic email address list and the phone number, for unlimited use for one year: £999.00

Postal list of all the schools, with email and phone details as above, coded by type, eternal unlimited use: £1499.00

For postal campaigns undertaken by Hamilton House the price will vary depending on the number, weight and size of items in each mailing and the number of schools being mailed at any one time.  Please call and we’ll be pleased to give you a price.

For more information or to place an order please call 01536 399 000.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Free emails and postal campaigns for under 9p each.

 

 

A free personal email campaign and a postal campaign to teachers for less than the cost of postage

In a shared postal campaign your leaflet can be sent along with a small number of others to all the secondary schools in the UK for under 9p each. 

Additionally we can send out an email using any of our secondary school personal email lists (ie the ones that go directly to each teacher’s personal address) and give you a listing on the prestigious UK Education News website, both free of charge.

In a shared postal mailing your leaflet travels with around 10 other items in a pack which goes to the school administrator.  The top item sets out a list of the leaflets enclosed and shows who each one is for, alongside a letter from the school administrator’s trade association. 

Our next mailing to secondary schools is on 26 February, with the leaflets needed by 19 February. 

The free email and UK Education News listing

Once your postal mailing leaflets have been sent out, you can have an email sent to any of our secondary school personal email lists.  Just send in a text only copy of your advert, and we’ll book it in.  The list of personal email lists is at http://www.emails.gs/Secondarynamedlist.html

Second, your text only advert can also appear on www.ukeducationnews.co.uk   

There is more information on the free services and on ways of enhancing the response rates of your leaflet on www.shared.org.uk

The costs

The cost of including one leaflet in the mailing is £435, or 8.7p per school.  If you enclose two leaflets (each of which can be for different teachers) the cost is £560 (or 5.6p per leaflet per school).

If you wish only to mail the 3500 schools with sixth forms the price drops to £345 (or £420 for two leaflets).

To check on availability, to talk about leaflet design, to request a sample shared mailing pack, so you can see what one looks like, and indeed to discuss any points of detail relating to our postal shared mailing please call 01536 399000.   To book into a mailing please email Chris@hamilton-house.com 

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

It's not just about grabbing attention

 

 

Grabbing the attention of the reader is vital but it is also necessary to keep hold of the reader for as long as possible.

When an individual gets an email he/she tends to look at it for about a second before deciding to read on or hit delete.

With a sales letter sent through the post, the “first look” period is about five seconds.  Still not long, but long enough to expand the chances of the reader getting further into your message and so continuing reading after that.

Even then, once you have grabbed attention you have to keep holding attention – and that in itself is quite tough.

The medium that is particularly good at holding attention is the website – providing, of course, that you have the right information there.

We’ve just been doing an analysis of the UK Education News website and found that the average length of time that people stay on that site is an astonishing 33 minutes. 

Clearly this site has over the last few years grabbed the attention of teachers, and many are now using it as a guide to what is going on in education.

What’s more, the average advertisement placed on the site gets around 750 visits.

Now this, of course, doesn’t equate to 750 people getting an email – it is much more powerful than that, because these people have deliberately opted to read UK Education News and the articles on the site. 

So the readership is already committed by the time it gets to your advert.

To see how all this works simply go to UK Education News and follow any story of your choice.  Then, if you would like to have your advertisements appear as news stories on the site, and on the other education sites that we run, the cost is just £49.99 for two months, or £250 per year.  

Just to be clear, we are talking here about your advertisement appearing as a news story – so you would need to include an attractive headline which appears as one of the news stories in the body of the site.  The teacher then clicks on the headline and goes to your piece which is held on www.blog.schools.co.uk

There are details on our Suppliers Guide or you can call 01536 399 000.

And let me just add one more thing.  Naturally I hope you will choose to advertise on UK Education News, but even if you don’t I do hope you find it an interesting source of education news.  There isn’t anything else quite like it.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Three phase Education Marketing - why it works

 

 

Most firms selling to schools only use one approach.  But a new service takes you directly into all three phases of education marketing

The best way to get the most out of your direct marketing to schools is to do three things.

One is to use all three direct marketing media when selling to schools.  One is to build a little bit of research and analysis into your planning.  And the final one is to experiment with the writing of your promotions.

Now this might all sound a bit complex – especially if it is just you in the marketing department. 

But it is now possible to have the team at Hamilton House do the research and analyses for you, provide you with all the results and recommendations, write the advertisements for you and undertake the marketing (although obviously with your approval at each stage).

Our new monthly Three Phase contract service works like this. 

In the first month we will do an analysis of which types of school are most inclined to buy from you.  Are they the specialist schools, the private schools, rural schools, big schools, little schools, LA schools, faith schools…   We’ll do the analysis and let you know.

Also in that first month we will write and transmit an email campaign for you and either start building a “customer and enquirer” database for you or help expand the use of such a database, if you already have one.

Then (and we are still in the first month here) we’ll write and print a sales letter for you and send it out by post to a random selection of teachers of the type you want to reach (while excluding the ones you are already reaching via email).

And there is yet more, because also in the first month we’ll set up a blog for you (if you don’t already have one) and start producing articles for it.  (If you already have one, we’ll write some more articles for you to publish therein.)

Then, hardly pausing for breath, we move onto month two.  In this month we’ll research and analyse teacher buying attitudes in relation to your type of product or service and provide you with all our findings and recommendations as to how the findings should affect the advertising.

After that we’ll use all the information we have to prepare another trial postal mailing, another email campaign and more work on your blog.  

What’s more, if the first trial postal mailing brought in the right amount of results, we will draw up a plan for you to take that campaign out to many more schools – outlining the cost and the expected response rate and profit, based on the trial.

Three Phase Marketing (we call it that because it incorporates email, the post and blogs) is, in fact, the ultimate in selling to schools, with a team of experts working for you on your campaign and making recommendations throughout, but with you retaining complete control over what happens when.

What’s more, it comes with the benefit of a set cost.  The campaign, including the research, the analysis, the email campaign, the blog and the trial postal campaign (and that includes postage) costs just £495 per month.   The initial contract is for two months, and just one month’s notice when you wish to cancel.

If you’d like to talk about the possibilities of Three Phase Marketing in relation to your work please call me or Steve Mister on 01536 399 000 and we’ll talk it through.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

Is it really worth promoting via the post?

 

 

Despite email appearing to be much cheaper than the post, postal campaigns to schools normally generate a much higher profit. 

If you do a straightforward postal promotion to all the secondary schools in the UK – or indeed the 5,000 largest primary schools - it will probably cost you around £1995.00.

If you have your own list of generic email addresses, (that is those that are addressed to “office@”) plus your own way of sending out emails, the cost will be as close to zero as makes no odds.

So surely email is always best?

Well… up to a point. The prime difference between postal and email campaigns is simple: with a postal campaign over 90% of the teachers you mail will actually see the letter or brochure you send out.  With email the number of teachers who get to see a generic email is about 10%. 

After that it gets worse, and when you take into account each step of the process that follows the arrival at the school of your advert it is not uncommon to end up with 200 sales from your postal campaign, compared with two sales from a generic email campaign.

Now you could argue that email is still the better deal, because the sales you got didn’t cost anything in marketing terms.  But the problem is that each time you email you’ll get fewer and fewer sales.  And fairly soon you get none.

A postal campaign will invariably give you a much bigger return than an email campaign.  Making £20 profit at each school to which you sell in the above example would give a profit after marketing costs of £2000 on a postal campaign, compared with an email profit of £40. 

Of course, there are many other variations that are possible.  You can use personal emails, for example, and that is a very effective low-cost way of promoting.  But even if it is just for an occasional campaign, you almost certainly need a postal campaign to reach your full audience.

Now I know some do say, “We tried the post but it didn’t work,” but much of the time the reason is the way the message is written.  Which is why I always stress the need to test a mailing with just a few hundred schools.

If you’d like to talk about how you can test out a postal campaign, and what sort of response you might get, please do call 01536 399 000.

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

You might well be missing half the teachers

 

 

If your main marketing approach is via email campaigns, half the teachers won’t be receiving your message!

That’s a bit of a frightening thought. It doesn’t mean your marketing isn’t working, nor that you are being over-charged, but it does mean that you are only reaching half (or less) of the teachers you want to reach.

For the fact is that only about half the heads of department in secondary schools actually read emails sent to their personal school email address from outside the school.  And if you use generic email addresses (that go via the school office) the number is far fewer.

Now let me give you a word of reassurance before going any further. If you have emailed the heads of departments in secondary schools via Hamilton House, you will have only been charged for emails that do reach teachers. 

So you have paid for what you have got.  The issue is that you have not yet reached the other half.  Which raises the interesting point: what are we to do about all the other teachers you are not reaching?

These teachers are people who receive very little advertising information, since most firms now focus on sending out personal emails only. And yet they have as much money to spend as the 50% of heads of department who read their emails.

There are a couple of approaches, and I deal with each of them below.

First there is Education Management News. This is an email news service to which thousands of teachers subscribe. Because they are subscribers they read their emails – often subscribing via their personal home email. Details are on http://www.emails.gs/emailteachersdirect.html

Then there is the post.  Now I know that many advertisers immediately shy away from the post because of the perceived high cost.  But response rates via the post have always been massively higher than email – so the return on investment can be much higher. 

What’s more, you can do a test mailing to a small number of schools where a specific teacher is known not to receive personal emails, so from a trial run you can see if your postal campaign is going to work. 

After that you can arrange a mailing so that you email the teachers who are known to read personal emails, and simultaneously post your promotion to those who don’t.

A campaign to secondary schools in which you email the teachers who do read their emails and post to those who don’t usually works out at around £1495 (although it does depend on what you are proposing to post).

A campaign to post to all the secondary schools or the 5000 largest primary schools, will normally cost around £1995 – but again it is subject to the details of the campaign.

There will be more on posting to schools next time.  Meanwhile if you have any questions please do call 01536 399 000

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS

A bang, a bang, start with a bang

 

 

The most cost effective way of telling teachers about your products and services at the start of term.

On January 16 we have a very special way of getting your message to teachers. It allows you to reach anything up to 2700 heads of department using one of our personal email lists, as well as having a leaflet delivered via the post to each of the 5000 secondary schools in the country.

Additionally, we’ll give you a free listing on UK Education News and the Schools Blog – which will result in many more teachers reading your promotion.

The reason this promotion is of particular interest is that it comes for an all-in price of under 9p per school. That is less than the cost of postage (by a long way) and less than the normal charge for emailing heads of department.

But in order to book into this postal and email campaign you will have to move with a little speed. 

As I mentioned, the mailing date is January 16, and this means we need to receive your leaflets no later than 9 January.  If you want us to print the leaflets we can do this, but we will need your camera ready copy by 10am on 3 January.

In terms of the approach of your leaflet, and indeed of your email campaign, we strongly advise that you aim to grab the reader’s attention first, and then focus on benefits, and highlight just one or two products. 

Grabbing attention is an area that can easily be forgotten – and yet it is a vital one.  Teachers will glance at the leaflets that turn up in their pigeon hole, but if they are faced with a picture or a headline that doesn’t really engage them, they will stop after a few seconds.  (If you would like to know why pictures don’t work as well as words in this context, do give me a call.)

However, a powerful benefit driven headline can work much better.  As an example of that, take a look at the headline at the top of this article. The benefit it offers is that of finding the most cost effective way of reaching teachers.  

I could have started by announcing, “Shared mailing to schools on 16 January” but experience shows that this would generate far fewer enquiries. That statement of what we are doing would interest a few readers who are already thinking of doing a shared mailing, but the benefit statement will attract people who are not already thinking of the activity.

If you want to talk further about ways of producing benefit-driven adverts then we’re very happy to help – just call 01536 399 000, which is the same number should you have any enquiries about this shared mailing or any other type of promotion to schools.

There are more details about the shared mailing with the free promotion using one of our personal email lists on www.shared.org.uk

If you would like to book into this postal with free email campaign please email Chris@hamilton-house.com

Tony Attwood
Hamilton House Mailings Ltd
 

We work hard to ensure that you only receive emails that are relevant to you delivered to your email address.  If you would prefer to receive emails at a different or additional address or if you have any other comments please let us know by replying to this email.  If you do not wish to receive further emails from us please click on this link  If you choose not to do this we will take it that you are willing to receive emails from us until such time as you indicate that your preferences have changed.




  • Digg
  • Del.icio.us
  • StumbleUpon
  • Reddit
  • RSS