About the Episode
About the Episode: Email is a sea of sameness. Just ask any sophomore or junior in high school you know: they are getting bombarded with thousands of emails and they all sound the same. Katie Mills-Erickson wanted to break through the noise to share the University of Iowa story. But how? In email, it starts with the subject line. Her tactic was to change the tone so they would sound and feel more quirky, more human, more fun. The results were astonishing. Email open rates increased by 20%, with some emails hitting open rates in the 80-90% range.
In the episode, we talk about Katie’s cool “My job is Email” shirt. You can get it here: https://www.raygunsite.com/products/my-job-is-email
Key Takeaways
- Embrace a Playful Tone: A friendly, informal approach to email subject lines can significantly boost open rates, creating an inviting first impression for prospective students.
- Test and Iterate with Limited Resources: Even without advanced tools like A/B testing, Katie’s team made impactful changes by analyzing results manually and implementing feedback.
- Context Matters: Using a playful tone in general marketing emails works well, while a more direct approach is preferred for transactional emails, like missing document requests.
Episode Summary
Why Change the Tone of University Emails?
Katie shared how University of Iowa faced a challenge common in higher ed: standing out in a crowded inbox. Many prospective students receive numerous emails that look and sound the same. To address this, Katie proposed a fresh approach for their email strategy: a playful, light-hearted tone that would resonate more with Gen Z students and show the university's personality. By moving away from strictly formal language, the team aimed to increase open rates and engagement, especially among prospective out-of-state students.
How Did They Implement This New Tone?
To put the new strategy into action, Katie’s team started by overhauling subject lines in their yield campaign, where they had an engaged audience who had shown interest but hadn’t yet committed. They kept the language casual, introducing puns, cultural references, and emojis. For example, subject lines like "It’s the joining a top-ranked program for me," with a playful reference to popular online phrases, helped Iowa’s emails stand out. With no A/B testing capability due to a homegrown CRM, the team decided to fully commit to their new approach and measure success manually through year-over-year analysis.
Balancing Playfulness and Professionalism
A critical element in Katie’s approach was knowing when to adjust the tone. While a quirky subject line worked well for general marketing emails, Katie noted that more transactional messages, such as “missing transcript” reminders, needed a clear, straightforward approach. This distinction ensured that students felt both engaged and respected, receiving the right tone for each type of communication. As the team expanded this playful approach to additional campaigns and social media, they continued to monitor the results, finding that a light-hearted tone increased student interest without compromising professionalism.
Challenges and Results
Katie’s team faced several challenges in implementing this approach, including staff turnover and limited technology. Yet, by fostering a collaborative, open-minded environment, they were able to build a team dedicated to experimentation and improvement. As a result, the university saw significant gains, including a 30% increase in open rates across certain campaigns. Even with some trial and error, they found that students responded positively to the unexpected playfulness, making emails stand out in their inboxes and improving overall engagement.
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!
Some of our favorites include Mission Admissions and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
Connect with Us at the Engage Summit:
Exciting news — many of your favorite Enrollify creators will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI.
Use the discount code Enrollify50 at checkout, and you can register for just $200.
Learn more and register at engage.element451.com — we can’t wait to see you there!
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