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.