Email! No really… email!!!

For our August event Elaine Armbruster, director of email marketing and marketing automation at Ohio State, came by to share her passion for email.

Whatever we think about all these johnny-come-lately marketing channels that garner all the hype, it’s email where people overwhelmingly say they want to get brand communication.

Elaine shared a study from Bluecore showing that 68% of consumers listed email as their preferred communication channel. Even amongst those hard to pin down kids in gen z with their snapbooksagrams and instachats, 65% preferred email. Yes, people still read their email!

Sexiness of email now firmly established, Elaine also encouraged us to test well and test often. Email is a great medium for learning what works and what doesn’t for your marketing campaigns when you read the results correctly.

There’s a lot of different parts of OSU and a lot of different messages that these different groups within OSU are trying to get out. That’s clearly a challenge (well — maybe not the emails about football tickets), but many of the lessons learned in other verticals are applicable at OSU, and the info Elaine shared is probably applicable to your email campaigns as well. I know we were taking notes about our cbusdaw emails!

What did Elaine’s boss and upcoming October cbusdaw speaker Brian Aubert think about the talk? He was pretty restrained in his praise:

It was the greatest presentation in CBUSWAW history. Do not recruit her! @elaineyav #cbuswaw @tgwilson @BriLoesch @GailMartineau

— Brian Aubert (@DiscoAubert) August 10, 2017

So come back in October to see the OSU marketing sequel!

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