AI-Driven Email Marketing: Strategies From Dayana Kibilds & Ashley Budd at the AI Engage Summit

Tired of seeing your carefully crafted emails get buried in inboxes? In the fast-paced world of higher ed, capturing a prospective student’s attention within two seconds can make all the difference.

At the 2024 AI Engage Summit, email marketing experts Ashley Budd and Dayana Kibilds revealed powerful, data-backed strategies to make your emails unmissable. By leveraging AI, purposeful structure, and psychology-driven messaging, you can boost open rates and inspire action. Here’s how you can use these proven strategies to make your emails stand out and drive results:

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Proven Strategies to Boost Your Email Marketing Success

• Empathy-Driven Subject Lines: Make your subject lines clear and straightforward. Avoid vague or clever language that might confuse readers; aim to communicate the email’s purpose at a glance. For example, try “Scholarship Application Deadline Approaching – Apply Now” instead of “Exciting Opportunity Awaits!”
• Importance of Sender: Use a sender name that’s familiar to your audience—this could be a person or an institution they know. Including a recognizable name, like a faculty member or department, builds trust and increases the likelihood that your emails get opened.
• Keep It Simple: Write email copy at a 7th-9th grade reading level. Clear and straightforward language not only aids comprehension but also encourages action. Tools like Hemingway help you keep your copy accessible and easy to understand, especially for students and parents who might be unfamiliar with higher ed jargon.
• Personalized AI Tips: AI tools can help summarize content, craft concise subject lines, and test language clarity. Try prompts like “Summarize this email content in 10 words or less” or “Create a subject line that conveys urgency and includes the event date” to make your messaging clearer and more direct.
• Button and Link Best Practices: Use specific, actionable language in your links instead of generic phrases like “Learn More.” Each link should make it clear what the reader will get by clicking, which encourages engagement.

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Why Email Marketing Matters in Higher Education

Ashley and Dayana highlighted the unique role of email in higher ed marketing. Email offers high ROI and converts at three times the rate of social media. With 82% of prospective students and alumni preferring email communication, it’s a valuable tool for engagement. But with the volume of emails growing, capturing your audience’s attention within the first two seconds of an open is more essential than ever.

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Key Basics: Sender Name, Subject Line, and Preheader Text

Using a familiar sender name—whether it’s an individual or institution—helps build trust and increase open rates. Subject lines work best when they’re straightforward, aligning with the email content so readers know exactly what they’ll find inside. Pair your preheader text with the subject line to answer common questions or highlight essential details, which improves both clarity and accessibility.

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Content That Converts: Writing Clear, Engaging Copy

Emails written at a 7th-9th grade reading level are easier to read and more likely to prompt action. By removing jargon and unnecessary words, you create emails that readers understand and are ready to act on. Ashley and Dayana recommend using tools like Hemingway and ChatGPT to check for clarity and simplify language.

Example: Before: "We would like to remind you of the upcoming application deadline for your scholarship."
After: "Reminder: Scholarship applications close next week."

Using actionable language in subject lines and calls to action reduces reader hesitation and enhances engagement—especially valuable in admissions and fundraising emails.

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Structuring Emails for Maximum Impact: The F-Pattern and Layering Technique

Eye-tracking studies show readers often scan emails in an “F-pattern,” focusing on left-aligned, top-down content. For single-topic emails, place your most crucial information in the top left. In newsletters, guide readers by “layering” key messages from one headline to the next. Bold text, clear headers, and prominent links help make key points stand out, increasing the likelihood of action—whether that’s signing up for an event or making a donation.

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Using AI to Streamline Email Marketing

Ashley and Dayana also provided helpful ChatGPT prompts to simplify email copy and create clear calls to action. For instance, asking ChatGPT to “summarize in six to nine words and include any action or date” can help condense your content into an effective subject line. AI tools support marketers by making messaging more concise and relevant.

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How Can I Use This? 

Applying these strategies can transform your email marketing by making it more engaging and effective. With clear subject lines, actionable links, and AI-driven messaging, you’ll boost open rates and drive more clicks. Structuring content for quick scans and focusing on what your readers need to see first ensures every email counts. Put these techniques to work and watch as your emails drive more student interest, alumni support, and event attendance.

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Dive Into More AI Engage Summit Content

Did this scratch your AI itch? Luckily, you can replay all of the AI Engage Summit presentations for free. While you are at it check out some of our amazing AI resources as well. These guides and podcasts provide actionable strategies for integrating AI at your institution:

• Element451’s AI Learning Center - Enjoy a plethora of must-read guides to help you shape your institution's future with AI-powered innovation.
• The AI For U Podcast - Unlock the potential of AI at your institution with practical insights from Brian Piper and easy-to-implement use cases tailored for higher ed professionals. Stay ahead in your field by learning how to seamlessly integrate AI into your workflows and transform your institution's processes with confidence.
• The Generation AI Podcast - GenerationAI hosted by Ardis Kadiu and Dr. JC Bonilla is a groundbreaking podcast designed exclusively for higher education professionals who are keen to navigate the dynamic world of Artificial Intelligence. New episodes drop every Tuesday!

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