In this short clip from the PowerCalls sessions, I discuss direct mail to schools with edtech sales professional David. To get access to free PowerCalls and other special offers, sign up here.
David: So what’s your perspective on direct mail to schools?
We do have some marketing collateral, a couple of different one pagers. It’s something I haven’t done in years, so I’m just curious.
Gerard Dawson: I think when it’s done right, targeted for example, to New York city principals for example, and you can make it contextual to them, and it’s with, an email campaign, or after an events note, definitely that would be awesome.
If you can make it look as much as possible like a real letter, I think that can be effective. When I was advising my school’s newspaper, we switched to a website and there was one company, they basically set up a white label WordPress site, but for school newspapers. And they were sending me one to two times a month, a direct mail piece. And it must be working for them because even once I became a paying client, they just kept sending it nonstop, and they still do.
So if, again, when it’s a very specific offer to a specific group of people, and the letter or the marketing can actually say, for example, New York city principals, New York city schools, things like that. I think it can be effective, because there’s so much in the inbox.
Going where things are maybe a little bit quieter, even if that used to be the typical way, can work as part of a campaign.
David: When you say a letter, do you mean a handwritten letter?
Gerard Dawson: A typed letter. Another piece of directly mail I got in school said, on the envelope, “Professor Gerard Dawson,” and I’m a high school teacher. That definitely got my attention right away.
That was actually written on the envelope. My name. Inside the letter was – it was a form letter – but it said, again, “Dear professor Dawson…” They knew that I was an English teacher, and they were a publisher. It was a typed letter about how I could buy their book to integrate it into my curriculum.
That was the letter, and then the back page, it had a free sample. A couple pages of a free sample from the book. So you could do a letter with a case study. Or I know your product definitely show results through data. So you could have a couple of the compelling statistics or graphs that go with it.