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About the Episode
About the Episode:
In this bonus edition of The Pulse, Mallory is joined by Dayana Kibilds, host of Talking Tactics and VP at Ologie, and Ashley Budd, Senior Marketing Director at Cornell University, to discuss their new book, "Mailed It." They explore the vital role of email marketing in higher education, share practical insights on building trust and empathy with subscribers, and provide actionable tips for creating engaging email content that gets results.
Why Email Still Matters
The decision to write Mailed It! was fueled by a deep-seated passion for a communication tool often overlooked in modern marketing—email. Dayana recounts how email has long been dismissed as an outdated or ineffective medium, often seen as the "ugly duckling" of the marketing mix. Yet, she argues that this perception couldn't be further from the truth. Email, she asserts, is not only alive and well but also a critical channel with an unparalleled return on investment (ROI). It's a tool that, when used correctly, offers marketers control over their audience engagement, unlike the unpredictable algorithms of social media platforms.
Ashley echoes this sentiment, emphasizing that email marketing is more relevant than ever. Over the years, both she and Dayana have noticed a growing demand for insights on email strategies. This demand, coupled with their expertise, made it clear that a comprehensive guide was needed. Mailed It! is their response—a book designed to provide seasoned marketers with advanced strategies to elevate their email game.
Foundational, Not Basic: Who is Mailed It! For?
One of the standout features of Mailed It! is its approach to email marketing. The book is foundational but not basic, making it an essential resource for experienced marketing professionals. Ashley explains that the book is rooted in timeless communication principles rather than tied to fleeting technology trends. This makes it both relevant and adaptable in an ever-changing digital world.
The book is not a beginner's guide; rather, it's aimed at those who already understand the basics of email marketing and are looking to refine their strategies. It covers advanced topics such as segmentation, list management, and user experience research, making it an invaluable tool for anyone serious about improving their email marketing efforts.
The Trust Triangle: Building Relationships Through Email
A recurring theme in Mailed It! is the importance of trust. The book introduces a "trust triangle" comprising authenticity, empathy, and logic—three pillars that are crucial for building and maintaining relationships with your audience. As Ashley passionately explains, trust is the foundation of any successful email campaign. Without it, your emails are likely to be ignored or, worse, deleted.
In a world where people make split-second decisions about whether to engage with your content, establishing trust quickly is essential. The trust triangle, a concept rooted in ancient rhetorical principles, is a model that helps marketers ensure their emails resonate with authenticity, demonstrate empathy for the reader, and convey a clear, logical message.
Engaging Your Audience: The Role of Empathy and Simplicity
Building trust is closely tied to how well you understand and respect your audience. Dayana highlights a common pitfall in enrollment marketing—focusing too much on the institution and not enough on the reader. She advises marketers to create content that is truly valuable to the recipient, meeting them where they are emotionally and practically.
Ashley and Dayana also stress the importance of simplicity and clarity in email communication. They argue that the success of a call to action (CTA) often hinges more on the clarity of the message than the content itself. By using natural, spoken language and avoiding jargon, marketers can make their emails more accessible and effective.
Practical Tips for Better Email Campaigns
For those looking to apply these concepts immediately, Mailed It! offers a wealth of practical advice. From the importance of the first line in an email to the strategic placement of CTAs, the book provides actionable tips that can be implemented right away. One such tip is understanding the "F pattern" in which people read emails—an eye-tracking phenomenon that can help marketers place the most important information where it’s most likely to be seen.
Another critical insight is the need for balance in email communication. Too often, marketers focus solely on getting the reader to take action without nurturing the relationship. Dayana emphasizes the need to create content that respects the reader's time and emotional state, ultimately leading to higher engagement and trust.
Measuring Success: Metrics That Matter
Finally, the conversation turns to measurement. While open rates have become somewhat unreliable due to changes in how email clients handle them, they are still a useful indicator of list health and engagement. However, Ashley and Dayana suggest placing greater emphasis on click rates and the actions that readers take after engaging with an email. The ultimate goal is not just to send emails but to build lasting relationships with your audience.
Key Takeaways:
- The Importance of Email: Despite common misconceptions, email remains a highly effective marketing channel with significant ROI.
- Trust Triangle: Successful emails build trust through authenticity, empathy, and logic.
- Audience Engagement: Focus on creating content that resonates with the reader's current experiences and emotions.
- Clarity and Simplicity: Use natural language and straightforward messaging to avoid wasting the reader’s time.
- Email Metrics: Track key metrics like open rates and click rates to gauge engagement and refine strategies.
Connect With Our Hosts:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
Seth Odell
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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