We know you start your day wading through a sea of messages. As communication professionals in school districts, you're often at the helm of an email operation that feels never-ending.

It makes sense: Finalsite's District Communications Report revealed how more than 200 districts across the country use their email, how often they send it, and to whom they send their messages. And they spend a lot of time doing it, too. Nearly three-quarters (72%) spend up to five hours a week on email, with eight percent taking more than five hours to plan, write, and send their messages each week.

Now, we all have to send emails. We get it. You carry the weight of keeping everyone informed, and email has long been the gold standard as far as school communication tools.

But let's take a moment to consider how effective this approach truly is and see if there are more strategic ways to connect with your community other than the inbox. (Hint: There are!)

The All-Encompassing Inbox: Why Email Happens

One big reason for the high email volume is the feeling that you need to keep everyone "in the loop" on everything. School board meeting agendas, lunch menu changes, upcoming field trips, district-wide surveys, picture day reminders—the list goes on. The US alone sends nearly 10 billion emails every day!

But each of these important pieces of information often lands in the inboxes of all parents, every staff member, and sometimes every member of your extended community. While each communication intends to be transparent and informative, this “spray and pray” approach can lead to message fatigue. When inboxes are constantly flooded, critical communications get lost in the noise.

We understand the pressure to communicate, but perhaps a more targeted approach could serve your audiences better.

The Formal Record: Email as the Official Communication Channel?

Another reason for relying heavily on email as a communication tool is its formality and record-keeping capability. For official announcements, policy updates, and legal notifications, email feels like the most appropriate channel for a clear and documented paper, or rather, digital trail.

That’s a valid consideration, but it can sometimes lead to relying on email for less formal or time-sensitive matters that could be handled better through other modes of communication.

You want to maintain a record, and that’s important, but let's think about whether every message requires the same level of formality and documentation. There needs to be a better balance.

Know Your Audience: Tailoring Email Communication to Different Groups

Let's think about the different groups you're trying to reach:

• Parents need information about their children's education, school events, and safety protocols.
• Staff members require updates on professional development, internal policies, and administrative announcements.
• Community members often want to stay informed about district-wide initiatives and important news impacting their local schools.

Each of these groups has different needs and preferences for how they receive information, and a "one-size-fits-all" email strategy is not the most effective way to engage each of them. For example, a busy parent might appreciate a quick notification about a school closure via text message more than having to sift through a lengthy email. Instead, you should feel empowered to connect with each group effectively.

Tap In: Reaching Your Audience Instantly with App Alerts

While email undoubtedly holds value in your comms toolkit, its power can be amplified when used in conjunction with other channels. 

Mobile app notifications offer an immediate and direct line to parents’ and students’ phones for urgent updates, timely reminders, and important announcements.

Think of the impact of a push notification about a last-minute change to an after-school activity; it can be far more effective than waiting for an email to be opened and read.

A Direct Line: Leveraging the Speed of SMS

Text messaging, or short message service (SMS), provides another powerful tool for delivering critical information quickly. Think about sending a brief text message reminding parents about an upcoming deadline for a permission slip or a quick alert about a minor schedule change.

You want to be sure your messages are seen, and SMS offers a very strong option. Statistics consistently show that text messages have a remarkably high open rate, as high as 98%, which, by some accounts, is 3.7x more than the open rate for email (26.8%) and 12.5x more than push notifications (7.8%). That makes them perfect for sending essential information quickly.

Hear It Directly: The Human Element of Voice Messages

Voice calls can also play a valuable role in your communication strategy, especially for delivering personalized messages or reaching individuals who may not regularly engage with email.

A phone call or a brief voice message from your school principal can carry a personal touch that strengthens relationships with your families. This can be especially helpful for sensitive matters or when building rapport is key.

Two-Way Conversations: Teacher-Parent Chat Apps

For more personalized and immediate communication between teachers and parents, consider the benefits of two-way chat apps. These offer a streamlined way to share updates on student progress, answer quick questions, and facilitate 1:1, group, or mass messaging on the district, classroom, and individual levels.

These apps can significantly reduce the volume of email by providing a dedicated space for direct, focused communication. Two-way chat apps also provide administrative oversight and analytics to help measure the effectiveness of your messaging, and that important information is seen and addressed promptly.

Key Takeaway

Recognize the strengths of each comms channel and use them strategically to reach the right audience with the right message at the right time.

Move your district toward a more balanced and effective communication strategy so you can alleviate the burden of overflowing inboxes. You'll increase the likelihood that your important messages are not only received but also read, understood, and acted upon. 

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.