Email marketers targeting teachers should know what's on their minds.
Right now, 77% say they are coming off the most difficult year they have ever experienced, according to the K-12 Annual Teacher Spending survey, conducted by the Harris Poll and sponsored by K-12 teachers across the United States sponsored by SheerID and Agile Education Marketing.
And it may not get better because 40% feel they are not prepared for the upcoming year, and 79% believe their students suffered learning loss because of the pandemic.
Moreover, 35% say they had an inadequate school budget for their needs, a figure that rises to 45% who did not teach in person. And 40% say their out-of-pocket spending rose, from an average of $250 per person in 2020 to $386 in 2021.
Teachers are eager for discounts in these areas:
Classroom/school supplies — 92%
Restaurants — 73%
Computers/mobile devices/electronics — 68%
Travel — 65%
Entertainment — 63%
Clothing — 62%
Subscription services — 62%
Software/apps — 50%
Streaming media — 48%
Insurance — 43%
Home/Garden — 40%
Personal care/Beauty — 36%
Banking/credit cards — 30%
If offered a discount, 98% would share it with their peers in these ways:
Tell them in person — 78’%
Forward an email I received — 75%
Send a text message — 60%
Post on social media — 43%
Share a referral link — 25%
Post on a toucher blog or website — 10%
Teachers are also consumers. Of those who did remote teaching, 35% plan to remodel a room in their home in the next 12 months. But so do 30% of those who taught in person.
In addition, 37% of those who did not teach in person plan to buy new furniture for their home in the next 12 months, as do 28% who didn't teach in person.
How do teachers know a brand is teacher-friendly? For 65%, it’s when the firm offers teacher discounts and 53% when it supports causes tied to education.
Aside from that, 62% like perks like free shipping.
Teachers are invested in their careers — 96% say this is more relevant to who they are than other traits, and 81% say their school is key to their identity.
They also identify with these characteristics:
The city/neighborhood they live in — 64%
Their religion — 58%
Their national or cultural background — 53%
Their political affiliation — 50%