In this episode of All Things Marketing and Education, Elana chats with Kelly Cline, a former educator turned EdTech copywriter and email marketing strategist. With over a decade of experience in the classroom, Kelly brings a rare, grounded perspective to email strategy rooted in both deep empathy for educators and real-world ROI.
Whether you're building your first email list or trying to breathe life into your 10th nurture sequence, this conversation will help you sharpen your messaging, find your voice, and cut through the inbox noise.
What You’ll Learn:
Why email is still the highest-ROI channel—and how EdTech brands can use it effectively
Common messaging mistakes in EdTech (and how to fix them)
How to build a brand voice that’s strategic, human, and distinctly you
Low-lift ways to grow your list (even without a big team or budget)
What metrics actually matter—and what to watch for beyond open rates
Copy tips that boost engagement, including subject line tweaks, button CTAs, and storytelling flow
Why It Matters
Too many EdTech brands rely on email tactics built for other industries. Kelly offers a refreshingly nuanced take that centers educators, honors the buying cycle, and turns email into a true relationship-builder—not just a megaphone.
Spoiler: When she’s not writing high-converting emails, Kelly’s taking cold plunges in Copenhagen—yep, winter bathing is part of her creative process.
Resources Mentioned in this Episode:
Kelly Cline Agency
Kelly’s consultancy for EdTech brands focused on email strategy, copywriting, and voice development.Inside the Inbox
Kelly’s beta email marketing course tailored specifically for EdTech founders, marketers, and freelancers.Free Download: School Sales Cycle + Subject Line Swipe File
A resource to help EdTech marketers align email content with administrators' priorities, including swipeable subject lines.Make It Punchy by Emma Stratton
A messaging framework book that Kelly calls her “EdTech messaging Bible.”Talking Shrimp | Laura Belgray
A B2C copywriter whose storytelling-first approach and “in media res” writing tip inspired Kelly’s own email style.Ellen Yin’s Podcast: Cubicle to CEO
A business podcast Kelly listens to on walks to spark creativity and strategy ideas.HubSpot Email Benchmarks
A source Kelly references for general industry open and click-through rate benchmarks.StoryBrand Framework
Mentioned conceptually when discussing brand messaging that centers the customer as the hero.
Elana Leoni, Host
Elana Leoni has dedicated the majority of her career to improving K-12 education. Prior to founding LCG, she spent eight years leading the marketing and community strategy for the George Lucas Educational Foundation where she grew Edutopia’s social media presence exponentially to reach over 20 million education change-makers every month.
Kelly Cline, Guest
Kelly Cline is a former teacher turned EdTech email strategist who helps education brands write emails that connect and convert. After getting laid off from her adjunct teaching job in 2020 and not wanting to wait tables or tutor, she turned to copywriting and never looked back. Today, she partners with EdTech companies to craft clear, human, high-converting messaging that stands out in crowded inboxes.
About All Things Marketing and Education
What if marketing was judged solely by the level of value it brings to its audience? Welcome to All Things Marketing and Education, a podcast that lives at the intersection of marketing and you guessed it, education. Each week, Elana Leoni, CEO of Leoni Consulting Group, highlights innovative social media marketing, community-building, and content marketing strategies that can significantly increase reach, relationships, and revenue.
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