Email Statistics

This statistical information was derived from recently published statistics from official surveys and leading major industry sources. The data was gathered with the answers received as a result of direct questioning of education directors and managers. All statistics contained in this graphic were gathered from education entities throughout the U.S. and Canada who claimed to be actively engaged in email campaigns presently. The percentage stating current implementation of email marketing campaigns is 22 percent, while 37 percent of education directors and managers admit a need to start email campaigns at some time in the near future.

Some smaller education institutes are independent and self-funding, and may feel they are not sufficiently equipped in technology or have not reached the necessary critical mass to be able to properly implement an email marketing campaign. They may also feel they do not have the technical capabilities to access the enormous advantages of direct marketing via email and social media. Additionally, they may not be informed about the basics of email marketing campaigns and how they can be financially successful for any size of education facility. Forty-two percent of all education email newsletters and other content is issued monthly, with an email transmission greater than monthly being reported as fully 32 percent, and longer time between sends taking up a total of 26 percent; 4 percent for every two months, 14 percent for quarterly mailings, and 8 percent for seasonal or yearly sends. Nearly three quarters of education emails contain informational content. Six percent blend informational and fundraising content. Emails lacking notable informational content in any way and simply focused on the task of fundraising accounted for one out of every five at 20 percent. Only about one third of subscribers are students and individuals with some form of connection to the institution such as parents, board members, and legislators; 12 percent are subscribers enrolled through various other promotions and offers. The web accounted for 25 percent of the subscription list entries, 1 percent were purchased or supplied leads while fairs, sports and other public events were responsible for 5 percent. The education business is distributed between small, local, and fully independent education facilities on one end and very large statewide institutions on the other. Almost half of all lists have less than 500 entries, with the balance of 51 percent being much larger lists: 500 to 1,000 is 12 percent; 1,000 to 3,000 is 18 percent; 3,000 to 5,000 is 15 percent; and 6 percent are over 5,000. Eighty-six percent of education institutions send out information or promotional content consistently; however, only 14 percent of the survey participate in contact list segmentation.