Mastering the Inbox: How to Craft Email Campaigns that Get Results

Get ready to dive into the dynamic world of email marketing. Jaime sits down with Ashley Budd, Senior Director of Advancement Marketing at Cornell University, to unlock the secrets to crafting email campaigns that not only get opened, but also get results. 

Ashley is a seasoned expert who’s been turning the humble email into a powerhouse of engagement and communication. Get set for an engaging session that’s like a mini-masterclass, packed with insights and practical tips you can start using right away. Takeaways include:

• A deeper understanding of why email is still a crucial tool for higher ed marketing
• A look into the art of crafting effective emails – including subject lines that really work
• Insight into how to craft content that connects and drives action
• Ideas for measuring the effectiveness of your email campaigns

This episode is your go-to guide for elevating your email campaigns. Whether you're a seasoned marketer or just getting started, there’s something here for everyone.

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Is Email Dead? Not Even Close.

Despite the frequent cries that email is outdated, Ashley Budd assures us that email is here to stay—and it’s still one of the most powerful tools in a marketer’s arsenal. As Ashley explains, email is the communications utility in today’s digital era. It’s where we manage everything from appointments to work projects, which is why it remains relevant even as other platforms, like social media, ebb and flow in popularity.

However, email marketing must adapt to how people use their inboxes. Ashley emphasizes that email content needs to be clear, direct, and relevant to stand out in a crowded inbox.

“The inbox is a terrible place to be,” says Ashley. “But that’s where we have to meet our audience.”

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The Secret Sauce to Email Engagement

Ashley shares her top strategies for creating emails that cut through the noise:

1. The Power of the From Name

The first thing people scan in their inbox is the From Name, not the subject line. Emails should come from someone the audience knows or trusts, like the institution’s name for broad audiences or a specific department for niche groups.

Pro tip: If the recipient doesn’t know the sender, use the institution's name rather than a staff member’s.

2. Clarity Over Cleverness in Subject Lines

Subject lines should communicate what’s inside the email, not serve as vague or overly clever teasers. For example, instead of “Big News Ahead! 🌟,” try “Spring Open House: RSVP by March 1.”

“Put what’s in the email in the subject line. If it’s an open house, that’s your subject line,” Ashley advises.

3. Focus on Clicks

While open rates are important, click-through rates are the real measure of email success. Ashley suggests monitoring two types of click-through rates: the percentage of total recipients who clicked and the click-to-open rate, which reflects engagement from those who actually opened the email.

4. Whitespace Is Your Friend

Emails should be designed for skimmers. Use white space strategically to highlight your call-to-action (CTA).

Ashley’s two-second test: Open the email, close it immediately, and ask yourself, “Did I understand the CTA?”

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Don’t Fear the Volume Game

One of Ashley’s more counterintuitive insights is that sending more emails can actually lead to better results. At Cornell, alumni receive an email every Tuesday and Thursday, not including program-specific emails. These frequent touchpoints keep Cornell top of mind while delivering content in bite-sized, actionable pieces.

Ashley advises against cramming everything into one massive monthly newsletter. Instead, send smaller, more frequent updates to make content easier to consume and more relevant.

“You can’t ask for 16 minutes of someone’s time in an email. But you can ask for one minute, multiple times.”

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The Science Behind Better Emails

Deliverability Is Everything

Ashley explains how email service providers, like Gmail, evaluate your sender reputation every 30 days. If too many emails are ignored, marked as spam, or bounce, your emails are less likely to make it to the inbox.

To improve deliverability:

• Monitor open and click-through rates: Sudden drops could indicate deliverability issues.
• Keep the audience engaged: Ensure emails provide value, and don’t be afraid to ask recipients to “pause” emails if the volume feels overwhelming.

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Content That Clicks

Creating emails that consistently perform comes down to understanding your audience. Ashley recommends planning content quarterly, taking into account what’s happening in your audience’s lives at that time. For example, in spring, content might focus on gardening, outdoor activities, or seasonal university traditions.

“We’re a tiny part of someone’s day, so we need to meet them where they are and add value,” Ashley explains.

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Busting the Myth of Segmentation

Contrary to popular belief, you don’t need hyper-personalized emails to see results. Ashley stresses the importance of being personal, not personalized.

This means using a conversational tone, avoiding jargon, and delivering messages that resonate with everyone. Segmentation, when used, should focus on engagement levels—sending more emails to your most engaged audiences.

Example: Instead of a hyper-specific email to a niche audience, a general “welcome to spring” email that’s relevant to most recipients can be equally effective.

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Creative Content That Converts

Cornell’s creative approach to email includes a mix of fun, interactive, and helpful content, such as:

• Digital downloads: Zoom backgrounds, printable calendars, and even a Cornell-themed version of Wordle.
• Seasonal campaigns: Winter-themed puzzles and games that engage alumni during the colder months.
• “Pause” options for email volume: Transparent opt-out options to avoid overwhelming recipients.

These efforts help build trust and keep Cornell’s emails feeling fresh and engaging.

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Actionable Tips for Better Emails

1. Audit Your Subject Lines: Are they clear, direct, and actionable? If not, rewrite them.
2. Break It Up: Split long newsletters into smaller, single-focus emails for better engagement.
3. Focus on Deliverability: Monitor open and click rates to ensure your emails are reaching inboxes.
4. Embrace Whitespace: Make emails scannable with clean design and clear CTAs.
5. Plan Seasonally: Align content with what’s happening in your audience’s lives at that time.
6. Be Transparent: Offer “pause” options for recipients overwhelmed by email volume.