Timing is everything: how SATs and exams should shape your marketing calendar
When marketing to schools, planning when to send your campaigns is critical. Timing them well can be the difference between an inbox ignored and a campaign that sparks real engagement.
One of the biggest factors to consider in the education calendar? SATs and exams.
Why planning your education marketing around SATs and exams matters
During SATs and exam season, schools are under intense pressure. Teachers, senior leaders, and school staff are focused on supporting pupils through this stressful time. Their time and energy are stretched thin, meaning you need to think more carefully about how best to communicate with teachers at this time – no matter how relevant or valuable your message might be.
Campaigns sent during these periods risk lower engagement rates and missed opportunities if you don’t adapt the way you broadcast your education marketing campaigns.
To ensure your campaigns are effective, it’s vital to work with the rhythms of the school year – not against them.
Need to know what’s going on in schools?
Our Marketing to Education Calendar keeps you informed with key dates, events, and opportunities to connect with educators year-round.
How to time your education marketing campaigns for maximum impact
You need to understand when teachers are most likely to engage with their emails at this time of year.
For example, at Primary level, Year 6 teachers in particular, and Head Teachers to a lesser extent, will be focussed on the SATs process. This is not to say you can’t run marketing campaigns to them. However, you should consider when might be the best time of day to do so.
When teachers are actually checking their emails
Our extensive client campaign analysis has revealed that the following times consistently drive strong engagement rates:
7am – 8am
(before school starts)
12pm – 1pm
(lunch break)
3pm – 4pm
(end of the school day)
We recommend aiming for your campaign to land in teachers’ inboxes at these key moments when they have space to read and act on your messages. And it’s not just theory...
We directly asked teachers when they are most receptive to emails, and here’s what they told us:
93%
prefer checking emails before school.
53%
read emails during their break time.
67%
check emails at lunch time.
77%
are receptive after school.
54%
also catch up on emails in the evening.
For a deeper dive into these findings, check out our blog, When’s the best time to email teachers.
Practical tips for planning around SATs and exams
- Know the key dates:
In England, SATs usually take place in May, while GCSEs and A-Levels stretch from May through June.
- Plan early:
Schools begin preparing students well before the exam window. Marketing in March or early April is often ideal for summer term initiatives.
- Offer value:
Provide stress-reduction tips, free resources, or wellbeing support during exams.
- Segment Your Audience:
Senior leaders may respond differently compared to classroom teachers.
- Follow up thoughtfully:
Send polite follow-ups after the main exam periods.
Your next steps
In education marketing around SATs and exams, empathy and timing are everything. By respecting the unique pressures schools are facing at this time, and by aligning your campaigns with teachers’ natural rhythms, you can build stronger connections, earn greater trust, and ultimately achieve better results.
At Buzz Education, we’re passionate about helping businesses deliver smarter, more strategic marketing to the education sector. Need help planning your next campaign? Get in touch – we’re here to support you every step of the way.