Email isn’t dead. It’s just misused.

On the latest episode of the Education Marketing Leader podcast, I sat down with Day Kibilds (VP of Strategy at Ologie) and Ashley Budd (Senior Director of Advancement Marketing at Cornell University) to talk about crafting higher-ed emails that build relationships, not just fill inboxes.

The duo shared insights from their Amazon bestselling book, Mailed It!

Key Takeaways:

✅ Email is a Relationship Tool, Not a Billboard

Too many higher-ed marketers treat email like a one-way broadcast. Instead, it should be about conversation and trust—or as Day put it, “Closer to a coffee chat than a roadside ad.”

✅ AI Will Force Us to Be Better Marketers

Email providers are using AI to filter what lands in inboxes. This means bad emails get buried faster. If your emails aren’t relevant, clear, and personalized, they won’t even be seen.

✅ Why “Email Blast” Needs to Die

If your strategy is still sending generic emails to everyone, you’re losing. The best emails are segmented, personal, and tied to what the audience actually cares about.

✅ The F-Pattern: Where Eyes Go First

Research shows that readers scan emails in an “F” shape—first the subject line, then the opening, a horizontal scan to a CTA, and a quick left-side skim. Use that to your advantage.

✅ Subject Lines: Drop the Gimmicks

Forget clever tricks—just tell them what’s in the email. 6-9 words. Clear, direct, no fluff. That’s what gets opened.

✅ Your Open Rate Might Be a Lie

ESP filters scan emails before they hit an inbox, inflating open rates. If you’re seeing 20% open rates or lower, you’re in trouble. Start cleaning your list, checking sender reputation, and tracking real engagement.

🎙️ Listen in to get the full breakdown.

📕 Want more? Grab a copy of Mailed It! and try their AI-powered email assistant at emailbook.co.

Subscribe to the Education Marketing Leader Podcast for more expert insights on higher-ed marketing.