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Introduction

This portfolio piece outlines a comprehensive approach to email marketing from lead capture and nurturing sequences.

What follows is a sample of how I would approach email marketing for an Ed-Tech company.

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Bullseye’s Email Marketing & Automation

As Bullseye continues transforming instructional support across K-12 schools, strategic email marketing is no longer a “nice-to-have.“

It’s a “must-have.“

A comprehensive email marketing strategy is a critical driver for growth.

It develops stronger implementation and helps to provide an increase in district-wide adoption.

Here’s a few data points to drive home the importance of email marketing in Ed-Tech:

• 💡 Email delivers $36 for every $1 spent, making it one of the highest ROI channels (Litmus, 2023).
  
• 📈 77% of buyers for business to business prefer email for permission-based communication, especially in longer decision cycles like school procurement (Sopro, 2024).
  
• ⏱️ Automated emails can create up to 320% more revenue than non-automated. So if you want to help schools, then creating email automation is the best way! (Campaign Monitor)
  
• 🔁 Lifecycle emails, from training tips to feature highlights, can reduce churn and drive renewal rates, especially when aligned with academic cycles.

By developing email marketing into an extension of your marketing plan, we create a continuous support system that mirrors exactly what Bullseye provides for instructional leaders:

• timely guidance
• personalized resources
• data-driven insights

And these compound success over time.

Your platform becomes more than just a software.

It transforms into an instructional partner that is vital to the success of the school leader and the teachers.

What happens if we don’t have a digital marketing plan? I’m glad you asked…

The Missed Opportunity: A Bullseye Story

Imagine Ms. Thomas, a principal at a mid-sized district, is sitting at her desk on a Monday morning.

After checking her schedule for the week she finds it packed with teacher observations.

Some of those teachers are developing in their teacher practice, and some aren’t.

But if she’s being honest, she’s not sure to what degree they’re actually developing, what levers to pull, or really anything else to ensure she’s helping them grow.

Ms. Thomas knows she can do better. So where does she go?

Google, of course.

Maybe she stumbles upon Bullseye and thinks, “Now this is perfect. “

The promise of streamlined walkthroughs and real-time feedback data immediately caught her attention.

“This could transform how our instructional team supports teachers,” she thinks, already envisioning the time her coaches would save.

She clicks the demo request form.

But halfway through, her secretary burst in about a student situation requiring immediate attention.

Before closing her laptop, Ms. Thomas mentally files Bullseye under “Next time I have a minute…”

That minute never comes.

A few days later, Ms. Thomas is scrolling LinkedIn between budget meetings.

A principal in a nearby district shared a post about a platform revolutionizing teacher coaching.

Interested, she clicked through to Bullseye’s site.

“This looks familiar,” she thinks, tapping her chin.

She starts exploring the website.

She even reads a case study or a blog.

Her mouse hovers over the “Book a Demo” button when…

PING!

A calendar alert pops off and she’s off to a meeting.

Another lost chance to help Ms. Thomas and her school.

Bullseye had blurred into the background alongside dozens of other tools she’d considered throughout the year.

Three months later, during a principals’ conference, Ms. Thomas overhears a colleague raving about their school’s dramatic improvement in teacher retention and instructional quality.

“What system are you using?” she asked.

“Bullseye. Complete game-changer. We implemented it last semester.”

Ms. Thomas remembers Bullseye.

She’d been on Bullseye’s doorstep about to knock. And more than once!

But the connection dissolved into her overwhelming schedule.

No follow up emails.

No case studies.

No helpful hints or downloadable documents.

No timely nudge when budget planning season arrived.

Just silence.

By the time Ms. Thomas reconnected with Bullseye, she’d already committed her professional development budget elsewhere.

Now she has to delay instructional improvement by an entire academic year.

And that’s assuming she remembers to check Bullseye again…

With everything that swirls across a principal’s desk over the course of the year, do you want a fingers crossed strategy?

Or do you want a real strategy that turns stressed out educational leaders into paying customers and raving fans?

Luckily, there’s an easy and better way to ensure school leaders remember you!

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Email Marketing & Automation

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Below, you’ll find a comprehensive plan, including a sample lead magnet and emails for Bullseye’s company.

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Quick Note on Style/Tone:

I prefer to develop style, tone, and voice after meeting with and/or doing a deep dive into the program’s founders/directors.

My email marketing style is voice heavy because those are the emails people actually want to read.

Principals and instructional leaders what to hear from people who sound human, understand them, and a face behind the name.

There’s an increased success rate when using

• voice
• storytelling
• alignment

So if the tone/style/voice seems off, it’s because I don’t quite know the brand’s spokesperson’s voice yet.

But I will.

My strength as an email marketer is in my ability to identify, mimic, and amplify the voice of a brand.

I’d really love to do that for you.

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Lead Magnet

Imagine how many instructional leaders would sign up if there was a pop up form on your home page.

This could be added using a timer or via an exit-intent pop-up.

Let’s take a closer look at the lead magnet copy:

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Welcome Sequence

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Email #3

Subject: Let’s Simplify Your Coaching & Walkthroughs

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Hey [Name],

Thank you for downloading The Ultimate Walkthrough & Coaching Checklist!

We’re thrilled you’re here.

At Bullseye, we help schools like yours simplify teacher coaching and walkthroughs.

That way, you can focus on what matters most: instructional growth that drives student achievement.

Your Resources Are Ready

Yesterday we sent you The Ultimate Walkthrough & Coaching Checklist.

Missed it?

No problem!

DOWNLOAD NOW: The Ultimate Walkthrough & Coaching Checklist

This guide will help you:

• streamline your observation process
• provide more meaningful feedback
• track improvement over time.

What’s Coming Next

Over the next few days, we’ll send you:

• Quick-start tips to immediately enhance your coaching conversations
• Success stories from principals and instructional leaders who’ve transformed their approach
• A behind-the-scenes look at how Bullseye’s platform saves time while deepening impact

Hear from a Bullseye User

Talk soon,

The Bullseye Team

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P.S. Have questions or facing a specific coaching challenge? Just reply to this email! We’re here to help.

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Email #4

Subject: 7 most frequently asked questions (My favorite to answer is #6)

At Bullseye, we get lots of great questions.

You’re educators.

We’d expect nothing less.

So we thought we’d bring together all the best questions educators have asked us over the years and drop them into…

ONE AMAZING FAQ EMAIL.

So here it is.

The best of the best.

1. Is Bullseye customizable? Can we put our custom framework into Bullseye?

Yes! Bullseye is completely customizable. We will personalize your platform to whichever teaching framework your school(s) would like to use.

2. Does it work on a cell phone or tablet?

It does! Bullseye will work on whatever device that works best for you.

3. Can I make changes to Bullseye throughout the year?

You can. We understand that goals change and you need a platform that can easily adapt to your current needs.

4. Does it come with training?

Absolutely! Not only does it come with upfront training, you will also get all the additional ongoing support you need.

5. How long does this take to get up and running?

Bullseye can be fully up and running in a matter of days! We make it quick and easy to effectively implement Bullseye at your organization.

6. How do teachers feel about Bullseye?

They love it! We are constantly taking in all the feedback and data we can to make sure this is an enjoyable platform for all learners.

7. How much does Bullseye cost?

Since we build your Bullseye platform to be personalized for your school or district, our pricing is also personalized to fit your needs. We are not a one-size-fits-all platform, so our pricing isn’t either. Let us give you a customized quote today!

Did we miss your question?

Well here’s your chance!

Hit reply and ask.

We read and answer every question.

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Final Note On This Portfolio Piece

This portfolio represents a draft email marketing strategy.

It shows my approach to educational technology marketing.

I would love any feedback to better align this work with Bullseye’s specific voice, objectives, and target audience.

I’d be thrilled to partner with you and your clients.

My experience crafting everything from lead magnets and welcome sequences to lifecycle campaigns and behavior-based automations uniquely positions me to create messaging that drives meaningful educator engagement and business growth.

Thank you for considering how my skills might enhance your marketing efforts. I look forward to the possibility of collaboration.