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Ep. 39: Adding Empathy to Emails for More Conversions
High school students are inundated by our emails — just go to r/ApplyingToCollege and search for “emails” and you’ll see just how bad it is.
Cory Glover at the University of Michigan - Dearborn and his small email team have figured out how to break through the noise. It’s simple: Adding empathy. First, by meeting the students where they are and not just talking about the institution. And second, by respecting their time and inbox, making copy easier to scan, actions clear to understand, and the tone more conversational.
The results? Combined with the rest of their marketing mix, they saw a 30% increase in deposits and a 17% increase in applications after the email changes were made.
Guest Name: Cory Glover, Marketing Cloud Manager, University of Michigan - Dearborn
Guest Social:
LinkedIn: https://www.linkedin.com/in/coryglover/
Instagram: https://www.instagram.com/corymarkglover/
Guest Bio: Cory is responsible for supporting the strategic development and execution of email marketing initiatives for the University of Michigan-Dearborn. Before joining UM-Dearborn, he spent over a decade working in higher education and non-profit settings. Cory has experience in copywriting, web management, email marketing, and everything in between. Before completing his master’s degree in communication from Central Michigan University, Cory earned his bachelor’s degree from UM-Flint. In his free time, he enjoys playing guitar, attempting to write songs, running, and spending time doing as many fun things as possible with his two kids and wife.
- - - -
Connect With Our Host:
Safaniya Stevenson
https://www.linkedin.com/in/safaniyastevenson/
About The Enrollify Podcast Network:
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
View all episodes
By Dayana Kibilds, Safaniya Stevenson
4.3
66 ratings
High school students are inundated by our emails — just go to r/ApplyingToCollege and search for “emails” and you’ll see just how bad it is.
Cory Glover at the University of Michigan - Dearborn and his small email team have figured out how to break through the noise. It’s simple: Adding empathy. First, by meeting the students where they are and not just talking about the institution. And second, by respecting their time and inbox, making copy easier to scan, actions clear to understand, and the tone more conversational.
The results? Combined with the rest of their marketing mix, they saw a 30% increase in deposits and a 17% increase in applications after the email changes were made.
Guest Name: Cory Glover, Marketing Cloud Manager, University of Michigan - Dearborn
Guest Social:
LinkedIn: https://www.linkedin.com/in/coryglover/
Instagram: https://www.instagram.com/corymarkglover/
Guest Bio: Cory is responsible for supporting the strategic development and execution of email marketing initiatives for the University of Michigan-Dearborn. Before joining UM-Dearborn, he spent over a decade working in higher education and non-profit settings. Cory has experience in copywriting, web management, email marketing, and everything in between. Before completing his master’s degree in communication from Central Michigan University, Cory earned his bachelor’s degree from UM-Flint. In his free time, he enjoys playing guitar, attempting to write songs, running, and spending time doing as many fun things as possible with his two kids and wife.
- - - -
Connect With Our Host:
Safaniya Stevenson
https://www.linkedin.com/in/safaniyastevenson/
About The Enrollify Podcast Network:
Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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