#58 - Mastering The Email Newsletter: Tactics for Engagement, Trust, & Conversions w/ B2B and B2C expert, Jess Cook

Higher Ed Storytelling University

My guest today is Jess Cook, Head of Content and Communications at Island and co-host of the That's Marketing, Baby podcast. Jess comes from a background working with major B2C brands like McDonald's, Kellogg's, and others before transitioning to B2B marketing.

In this episode, we dive deep into email marketing strategies and tactics that higher ed marketers can apply. Jess shares insights on choosing the right sender name, crafting subject lines, using emojis and memes effectively, and personalizing emails for different audiences.

Key Takeaways:

• The "from" line is more important than the subject line for driving opens. Send emails from a real person's name rather than a generic sender.
• Craft subject lines that pique curiosity and create a sense of urgency to open. Use odd numbers which feel more realistic.
• Test sending emails from different people at your institution that audiences will find trustworthy and relatable.
• Repurpose existing blog, video and social content in your emails rather than always creating new content.
• Include a strong postscript (P.S.) as a call-to-action - people are conditioned to read it.
• Use memes sparingly but strategically to show you understand your audience's pain points and experiences.
• For personalization across majors/colleges, focus on just 2-3 top programs first before trying to personalize for everyone.

Connect With Jess:

LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/

Podcast - That's Marketing, Baby: https://www.thatsmarketingbaby.com/

Connect With John:

LinkedIn: https://www.linkedin.com/in/johnazoni

Website: https://unveild.tv

Newsletter: https://unveild.tv/newsletter