Late January is one of the most misunderstood selling windows in K–12. Many vendors assume that budgets are frozen, decisions are delayed, and districts are “too busy” to engage. In reality, the opposite is often true. While the first semester focuses on planning, approvals, and pilots, the second half of the school year is where districts quietly activate Phase 2…

Reaching schools and districts through email is both an art and a science. For companies selling products or services to educators, timing and tone determine whether your message gets opened—or ignored. Educators are busy professionals, balancing classrooms, administrative meetings, and parent communications. Understanding their inbox behavior is the first step to creating campaigns that connect.   1. The Hidden Rhythms…

Learning how to market to school teachers requires a unique approach. Unlike district leaders or administrators, teachers are the heart of the classroom — passionate, busy, and deeply practical. They don’t respond to corporate pitches or empty promises. Instead, they value authenticity, helpful tools, and meaningful classroom support. If you truly want to understand how to market to school teachers,…

A Practical Email Marketing Playbook for K-12 Vendors** Reaching schools and districts through email is one of the most effective channels available to education-focused companies—but only if you truly understand who makes decisions and how those decisions flow internally. K-12 procurement is not a simple “one person approves” process. It’s an ecosystem of roles, influence, and layered approvals. To sell…

Introduction: The Gatekeeper Effect in K-12 Marketing If you’ve ever sent an email to a school district and wondered why it never got opened, you’re not alone. Many education vendors believe that the district superintendent or purchasing director is personally reading their outreach—but in reality, your message passes through multiple filters before it reaches the right person. Understanding who actually…

In education marketing, many companies fall into the trap of chasing volume. They buy massive lists of “teachers” or “principals” with tens of thousands of contacts and expect conversions to skyrocket. But when it comes to K-12 email marketing, more isn’t always better — it’s often worse. The difference between a cheap, outdated list and a verified, segmented database can…