You’ve tried email the hard way.
Now try EdTech Email Alchemy
EdTech Email Alchemy is an email marketing course that helps you earn admin trust and book more demos.
Turn your emails into district-winning deals.
Email marketing to district admins is a lot like herding cats.
It's riddled with priorities that flip with every legislative shift, anti-spamming filters, and decision-makers who ghost you mid-thread.
Even when you do have a great email idea, your email copy, internal systems, or district spam filters close fast….
You send an email up for approval, but it gets buried in a tangle of edits, second-guessing, and crossed wires.
By the time everyone agrees, the window to hit send has slammed shut.
Or...
You're caught somewhere in between writing a Sonnet for teachers and sounding like a FERPA privacy policy for admins. Neither sound right so they both get ignored.
Or…
You hit send only to watch it bounce harder than a kid at their school Halloween party.
It’s why your emails get caught in management misalignment, a brand identity crisis, and a spider web of filtering.
The moment for timely (& relevant) outreach keeps slipping right on by.
What If Email Became Your Highest-Leverage Channel for Building Trust and Driving District Decisions?
What if....
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You never second-guess whether a CTA should lead to a demo, a webinar, or a buyer’s guide because you know exactly what works for your brand and your buyer
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You finally know which sequences fit your brand voice and your audience’s readiness to buy?
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You stop stressing over cadences because you have a strategy that works and wasn’t copied from B2C playbooks?
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You trust your timing because your emails build relationships year-round and show up strong when schools are ready to buy?
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Your marketing and sales KPIs match how districts buy, so you're not stuck measuring success by the wrong benchmarks?
You launch campaigns tied to real district milestones and never miss the moment again?
EdTech Email Alchemy course breakdown
6 grounding (& growing) modules covering everything from K–12 buyer psychology and email sequence strategy to copywriting techniques, metrics that matter, and backend tech setup (like ActiveCampaign, lead magnet tech, and segmentation).
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Workbooks and templates to reinforce lessons and build your edtech email marketing muscles.
A private online community where EdTech marketers, founders, and freelancers swap insights, get feedback, and support each other.
1 Monthly LIVE Q&A session to troubleshoot tricky sequences, workshop campaigns, and get real-time support on your email strategy.
Lifetime access to all course content, so you can revisit templates, strategies, and lessons whenever you hit a messaging roadblock or need a mid-campaign reset.
Future lesson upgrades and bonus content; free for life. I don’t do hidden upcharges. You get everything you need to grow with confidence.
Welcome to EdTech Email Alchemy!
Welcome, welcome, welcome! I am so excited to have you here!
To get the most out of the course and the community, let's get you started:
First, introduce yourself in the community.
Share your name, your role, why you joined, and the one meal you'd eat over and over again. You get an app, an entree, a side, a dessert, and a drink.
⚠️ Quick Note Before You Dive In
You might hear me mention a different module or lesson number in some of the videos.
That’s because during the beta round, I restructured the course based on real participant feedback to make it more effective and easier to follow.
Rest assured: you’re exactly where you need to be. The content hasn’t changed; it’s just better organized.
And the same goes for you, too. As you move through the course, I’d love to hear your wins and your feedback. This course only gets better with the insights of people like you.
Thanks for being here, and for doing the thoughtful, sometimes chaotic, but always meaningful work of building trust in education.
Can't wait to see what you create, and I’m in your corner every step of the way.
Module 1: Why Email Works for B2E
Module 2: Strategy Before Sending
Module 3: Crafting Emails That Convert
Module 4: Connection Sequences that Build Trust
Module 5: Sequences and Campaigns that Drive Action
Module 6 Tech, Testing, & Optimization
What would it mean for you if your emails built trust, showed up at the right time, and moved districts to act?
EdTech Email Alchemy is for anyone writing emails to district administrators like superintendents, directors of curriculum or IT, supervisors of ELA or math, or school building principals.
It’s made for those who keep wondering why their email strategy isn’t turning into conversations, demos, or deals.
If you are an EdTech
Marketer juggling campaigns, content calendars, and district ghosting
Founder or small team doing it all and needing a system that actually fits the school sales cycle
Freelance copywriter supporting EdTech brands and tired of guessing what works in B2E
Sales leader who knows email should be doing more of the heavy lifting
Then pull up a chair; you’re in the right place.
You might be here because B2C email marketing advice keeps falling flat.
You might wonder which sequence to send, when to send it, and who it should actually go to.
Or maybe you’re just sending emails to say you did it and hoping something sticks.
EdTech Email Alchemy gives you a strategy that aligns with how schools buy and how to earn trust long before they’re ready to make a decision.
Want your emails to stand up and command admin attention and engagement?
Less wet spaghetti. More edtech strategy.
Hi, it’s nice to meet you.
I’m Kelly. I help EdTech brands build clear, conversion-focused email strategies that move district deals forward.
Emails that feel like a conversation.
Emails that show up at the right time in the K–12 buying cycle, build trust, and lead to district decisions.
I built this course because school administrators are inundated with thousands of emails every month. These emails come from well-meaning EdTech companies, but they don’t speak admin language.
That’s not because the you behind these emails doesn’t care. It’s because email is hard to get right.
You’ve been handed playbooks that are full of jargon, feature-heavy pitches, and polished-but-empty messages that fall flat.
When we put ourselves in the decision-fatigued administrators’ shoes, we can see why they tune out.
The inbox stops being a place for strategic conversations and starts feeling like a graveyard of unread subject lines.
But email should be different. It should be your most human, high-leverage channel.
This course helps you say the things that resonate.
The problem here isn’t effort; you’ve put tons of effort into your email strategy.
It’s alignment.
The classic B2C definitely doesn’t work, and B2B strategies only work half the time.
And that’s where the hard part comes in.
Hard is the going rate in education.
You didn’t get into this field because it was easy.
You got into it because you care.
You’re mission-driven.
And you don’t shy away from challenges; you meet them head-on.
This course gives you the tools, strategy, and support to turn email into the strategic channel you know it can be without the guesswork, generic B2C/B2B tactics, or missed windows.
Selling to schools is much more personal than the classic B2B model.
And it’s 100 times harder to capture interest, get the sales call, and earn the approval of all those stakeholders.
It’s time your emails reflected that.
Hear from these satisfied customers
"We struggled with consistency in our email marketing strategy. This course helps you to look at your messaging and how it aligns with your overall goals. Kelly is incredibly knowledgeable about k12 edtech marketing and sales. In the course she shares best practices for emailing districts while also challenging the status quo with creative ideas to earn engagement. I would recommend this course to any marketer in the edtech space, but especially to someone who is new to the k12 marketing world. Even if you have been in edtech for some time, this course is an excellent opportunity to pause, rethink, and realign your current strategy. "
Morgan P., Marketing Manager
"Kelly's EdTech Email Alchemy course has brought an incredible impact to my EdTech startup, English Islands. Since adjusting our automated onboarding sequence (based on Kelly's guidance), our open and click-through rates have both skyrocketed:
Onboarding email #3
Open rate: from 51% to 72% (41% increase)
CTR: from 21% to 26% (24% increase)
Onboarding email #4
Open rate: 44% to 65% (48% increase)
CTR: from 9% to 42% (367% increase)
I would strongly recommend this course for other EdTech founders in need of help with email marketing!"
Erica D., Founder
“I’ve taken a previous email marketing course from a different coach, so the first few sections of Kelly’s course were more of a refresher for me on best practices through a new lens. However, the specific insights into appealing to educators and navigating communication in the education market were extremely helpful.
Her course was more product-centered, which makes sense based on how it was described. Since my company offers a more nuanced suite of services, I’ve spent some time revising and adapting her example email nurture structure to better align with our needs. It was great to have it as a blueprint that I could customize.
We actually launched our new revamped lead scoring + nurturing system this week! I’m very excited to see the results over the next few weeks.”
Kat H.; Digital Marketing Specialist
Course Overview
What's included?
What You’ll Learn Inside EdTech Email Alchemy
Course Content
Module 1: Why Email Works for B2Ed
Lesson 1: Why B2E Email is Different
Lesson 2: What Makes the School Sales Cycle Unique?
Lesson 3: EdTech Messaging & Buyer Personas
Module 2: Strategy Before Sending
Lesson 1: Goal-Setting for B2E Email Success
Lesson 2: Ethical List-Building Strategies
Lesson 3: Choosing the Right ESP (Mailchimp, HubSpot, + More)
Coming soon: Lesson 4: Deliverability — Getting to the Inbox
Module 3: Crafting Emails That Convert
Lesson 1: Subject Lines That Get Opens
Lesson 2: Structuring Emails for Busy Educators
Lesson 3: The Clickable Call to Action
Module 4: Connection Sequences that Build Trust
Lesson 1: What is a Sequence?
Lesson 2: Welcome Sequences
Lesson 3: Nurture Sequences: Warm Leads, Build Trust
Module 5: Sequences and Campaigns that Drive Action
Lesson 1: What Comes After a Welcome Sequence (So You Don’t Lose Leads)?
Lesson 2: Sales Sequences Without Being Sleazy
Lesson 3: Pre- & Post-Event Sequences (No ‘Stop By Booth’)
Module 6: Tech, Testing, & Optimization
Lesson 1: A/B Testing Like a Pro
Lesson 2: Reading Metrics That Matter
Lesson 3: Segmentation
Coming soon: Module 7: Special Scenarios
Lesson 1: Cold Emailing That Connects
Lesson 2: Writing Webinar & Event Emails That Convert
You're not alone. Even in an NDA-locked industry.
EdTech is a crowded space. The market is saturated, timelines are tight, and with so many NDAs in place, it’s hard to find advice that’s actually applicable to your world.
That’s why the EdTech Email Alchemy community is different.
This isn’t a generic marketing group. It’s a space where everyone gets the quirks of K–12 sales cycles, understands the 6-month demo-to-decision delays, and knows what it means when your boss wants “another round of eyes” on an email you wrote 10 days ago.
You can share as much (or as little) as you want about your company; we respect your boundaries.
And you’ll still walk away with real, honest answers and helpful strategies from people in the same trenches, even if they’re not in your exact market. There’s real magic in learning alongside others who get it.
Are you tired of having an omni-channel presence without omni-channel impact?
And your emails are more a checkbox for “we did some marketing” than a real channel that drives district decisions?
It’s time your emails start pulling their weight.
In EdTech, email gets overshadowed by social, undercut by sales, and burdened by inbox filters and approval chains.
But it doesn’t have to be that way.
What if your emails didn’t just “go out”…
What if they got opened, trusted, and acted on?
You’ve heard email has a crazy ROI.
That the industry standard for education emails are higher than other industries.
You want your email strategy to be the place where decisions get made.
But you need a system that actually fits how schools buy.
One that helps you stay top of mind during the 95% of the year when districts aren’t ready to purchase
and hit the ground running when they finally are.
Email Alchemy is the missing framework between “we sent the email” and “they booked the demo.”
It's personal and professional for them.
Make your emails meet admins where they are.
Refund Policy
Your "Do the Work" Guarantee
If you join Email Alchemy and don’t feel more confident in your email strategy or see a clearer path to district wins, just reach out within 14 days.
Here’s how it works:
If you’ve completed the first 3 modules and still don’t feel like this course is a fit, just email me within 14 days of purchase. I’ll refund your payment; no hard feelings.
I just ask that you show your work (lesson completion + workbook or campaign notes) so I know you gave it a real shot.
Frequently asked questions
You've got questions. We've got answers.
What if I can’t attend the live calls?
No worries at all. All live Q&A calls are recorded and uploaded so you can watch (or rewatch) anytime that fits your schedule.
Is this just for EdTech?
At the moment, yes, and that’s on purpose. This course is laser-focused on people marketing and selling to U.S. schools and districts. If you're in curriculum, assessment, SEL, STEM, behavior, LMS, or any other acronym-loving corner of EdTech, you’re in the right place.
Do I need to be a copywriter to take this?
Nope, I can help you with email copy. Whether you're writing the emails yourself or overseeing the strategy, this course helps you understand what makes EdTech emails work (and what makes them flop). If you are a copywriter, especially one writing for EdTech clients, you’ll walk away with systems and templates you can use again and again.
How long do I have access to the course?
Forever, or as Kaleesi said to Jon Snow 'in perpetuity'. Once you're in, you're in. You’ll also get access to any future lessons or updates. No surprise upgrade fees here.
What email platforms does this work with?
This course is email service provider agnostic. We’ll walk through examples using platforms like ActiveCampaign and ConvertKit. The focus is on strategy, structure, and segmentation which you can apply to the tool you’re using. If you have more questions we can walk through it together on our monthly call.
Will this help with cold outreach or outbound sales?
Absolutely. There is a lesson on cold outreach, but my goal is to help you build warm, relationship-driven email marketing strategies that supports long B2E sales cycles. If you're doing cold outbound, some lessons may still help, but that’s not the core focus here.
I’ve taken other B2B email marketing courses. What makes this different?
Short answer: Schools are not startups. They have committees, policies, budgets, board approvals, and inboxes with 14 open tabs (I know this because I was a teacher for 14 years). Email Alchemy is built specifically for the EdTech space. Timing, trust, and tone matter more than urgency or scarcity ever will.
Can I expense this or get reimbursed through my company?
Most likely, yes! Most EdTech companies provide continuing education. I can provide a receipt and course details to help with that process, but it’s always best to check with your team first to confirm.
Why should I take this instead of Googling it all?
Hey, if you want to do that, I'm not stopping you. But time is your most valuable resource. Ask yourself if you really want to dedicate all your time to searching, watching, and reading for those little nuggets of wisdom that may or may not work for you. This course gives you a proven framework, real examples, and support to finally get your EdTech email marketing working.