“Write your emails with simple, front-loaded sentences that are easy to scan. The goal is clarity, not complexity.”
Ashley Budd
Senior Director, Advancement Marketing
In today’s world, where over 370 billion emails are sent daily, standing out in an inbox feels almost impossible. Yet, during our recent Forumm Academy session, we learned that it doesn’t have to be. Joined by Ashley Budd, Senior Director of Advancement Marketing at Cornell University, and Day Kibils, VP of Strategy at Ologie, we explored insights from their book, Mailed It.
From mastering the psychology of skimming to building trust through authenticity, their actionable tips challenge us to rethink email as a tool not just for communication, but for connection.
📊 Reader Behaviour
Most people only spend about 9 seconds on an email – down from 13 seconds a few years ago. You’ve got a very short window to grab their attention and get your message across; use it wisely!
📝 The F-Pattern
Put all important info at the top of your emails and follow the F-pattern to guide readers naturally. If you feel the need to write niceties, close with a friendly line like “Hope you’re having a great day!” instead of opening with it!
🔺 Trust Triangle
Apply the Trust Triangle: Authenticity, Empathy, Logic. Craft messages that sound authentic, show empathy by respecting the reader’s time and needs, and logically make sense to ensure your message is relevant and clear.
🫶 Empathy Emails
Instead of trying to always share exciting updates, consider how the recipient might feel. In alumni outreach, segment your alumni into categories and acknowledge the challenges each category might be facing. Be personal and connect to their emotional side.
“You have to pass the two-second test. If your reader can’t get the message in two seconds, you’ve lost them—make every line count.”
Dayana Kibilds
Vice President of Strategy, Ologie
Email has the power to surprise, delight, and drive meaningful action – if we approach it thoughtfully. As Ashley Budd reminded us, “Respect your readers’ time. Make your subject line the subject of the email – it’s not the place for tricks or gimmicks.”
By prioritising trust, clarity, and simplicity, we can transform our emails from inbox clutter into messages that truly matter.
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