New MDR Research Reports Growth in Educator Email Use on Mobile Devices
Report highlights five-year email trends in education with exclusive insight on access, opinions, and purchasing behavior of educators.
The just-released Email Trends in the Education Market 2011 research confirms that viewing school-based email on a handheld device is now a reality for many educators, including K-12 teachers. The fifth annual MDR study of how educators and marketers are using email today provides insight into educators’ use and perception of email, gives a detailed review of response metrics, and summarizes the lessons learned and best practices that education marketers should consider in planning and implementing successful email campaigns in the future.
Comprehensive Market Coverage
The report details the use of email across the K-12 and higher education markets, with insight to how teachers, district administrators, and college and university faculty use email to perform their responsibilities in classrooms and communicate with various audiences. A major new feature this year is the addition of response data by job functions and courses taught by the individuals who received email. The K-12 market research provides details
about campaigns sent to both administrators and teachers, while the higher education market is subdivided by leadership/administration and faculty teaching specific courses.
“We continue to look for and stay on top of trends in communicating to educators. We have been tracking mobile email viewing for the past couple of years, and this year it increased dramatically,” said Christopher Ziemnicki, leader of MDR’s e-marketing solutions and co-author of the report. “The report details what this means for education marketers who are sending prospecting emails and covers many timely topics, such as frequency of emails, deployment time of day and day of week analyses, opt-out rates, and many other key metrics to help marketers benchmark their own email programs.”
With email marketing solutions available to MDR customers for over ten years, the data in this report builds on thousands of campaigns and deployments for a broad range of customers in the education services market. “In addition to being in a unique position to provide insight on these trends in the industry given our experience with email, we are also able to build on this data and direct experience with clients to provide more consultation and best practices to every new customer,” said Ziemnicki.
A Valuable Resource for Education Marketers
Email Trends 2011 builds on thousands of individual email campaigns conducted during the 2009-2010 school year and is designed to help education marketers better understand the marketplace and execute email campaigns that drive the best results. It also provides useful benchmark data to evaluate completed campaigns and specific actionable tips about lessons learned and best practices.
Specific findings detailed in the report include:
- Virtually all teachers surveyed can access their school-based email account when not at school.
- More than half of all faculty reported that they had adopted a textbook based on responding to an email from a publisher offering an evaluation copy.
- Nearly half of district administrators have access to their email on mobile devices.
The Email Trends 2011 report provides in-depth analyses of deployment and response rate trends, including time of year, day of the week, time of day, the use of personalization, and market types, including publishers, supplemental supply companies, and technology companies, among others.
To learn more about the report’s content, click here. To order Email Trends in the Education Market 2011: A Comprehensive Analysis of the 2009-2010 School Year, call 800-333-8802 or order online.
