EdTech companies are like schools in that they are highly idiosyncratic. What works in one school is not easily transplanted to another school. The same holds true for EdTech companies. Lessons from successful EdTech companies don’t translate well because school priorities and competitors change over time. In my work with EdTech companies, I implore them to implement RevOps tools to collect data and let it guide their speed and direction and how they invest their time and money. The data and automation from RevOps tools are critical at any stage — whether scaling from 10 customers to 100 or 100 to 100,000. Below is an example of how to make a single touchpoint more meaningful.
Collect as much data around each prospect/customer interaction. Below is an example of an unsubscribe interaction. It will likely generate a record in some database. The user will probably not provide a reason so the only meaningful data will be a date and time field. Asking why you pissed me off to unsubscribe is a commentary on how little the company knows about me. Asking me to do their job is also insulting. From my perspective, you should have known that sending this e-mail or too many emails would not move me along the buyer journey.
A better approach is also shown above. Instead of only offering one unsubscribe option, offer several options to determine the level of disdain for your communications. Some of the options show empathy that you understand the ebbs and flows of a school year. In this better example, the unsubscribe option may reveal if it was a crunch time. And, crunch time varies for different personas. Currently, independent school teachers are busy writing report cards ahead of the winter break. Soon, administrators will be busy reviewing report card grades and comments.
