Introduction

Email communication remains the cornerstone of business interactions. However, every professional’s inbox is a battleground for attention. More than 300 billion emails are sent every day, but only a tiny percentage receive a reply. This is the great challenge: to cut through the noise and write messages so relevant and persuasive that they motivate the recipient to take action. Failure in this area not only translates into missed opportunities but also a waste of resources and time. The key lies in stopping sending emails and starting conversations. To achieve this, it’s essential to master the art and science of writing emails that customers respond to—a skill that combines psychology, strategy, and flawless execution. This document breaks down each component of this process, transforming theory into practical action.

Our methodology is based on a four-phase continuous improvement cycle: Research, Writing, Sending, and Analysis (IREA). In each phase, we apply copywriting principles, data-driven personalization, and A/B testing to optimize performance. We measure success through a set of Key Performance Indicators (KPIs) such as Open Rate (AR), Click-Through Rate (CTR), Response Rate (TR), Positive Response Rate (PRR), and Average Time to First Response (ATR). The goal is to provide a replicable system that allows any professional or team to dramatically improve their email communication effectiveness, transforming the client’s inbox into a channel of opportunities rather than a graveyard of ignored messages.

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Vision, Values, and Proposal

Focus on Results and Measurement

Our vision is to transform email communication from a simple operational task into a high-performance strategic asset for businesses and professionals. We believe that every email sent is an opportunity to strengthen a relationship, demonstrate value, and move toward a business objective. Our values ​​center on empathy, clarity, and efficiency. We apply the Pareto principle (80/20), focusing 80% of our effort on the 20% of actions that generate the greatest impact: message personalization, clear calls to action, and relevant subject lines. Our value proposition is to offer a comprehensive system that not only teaches you to write better, but also implements a measurable process so that emails that customers respond to become the norm, not the exception.

Core Value Proposition: Move from sending emails to initiating conversations that generate measurable business results (meetings, sales, deals).

Quality Criteria: Every email must be Personalized, Relevant, Valuable, and Actionable (PRVA). The response rate must exceed the industry average by at least 50% after 90 days of implementation.

Decision Matrix (Contact Prioritization): We evaluate potential contacts based on an “Intent” and “Fit” score. Efforts are focused on the high-intent, high-fit quadrants, personalizing communication based on your profile.

Technical Standards: Strict compliance with regulations such as GDPR and CAN-SPAM, ensuring technical deliverability (SPF, DKIM, DMARC) and maintaining a sender reputation above 95/100.

Services

Services

Portfolio and Professional Profiles

We offer a suite of services designed to optimize every aspect of email communication, from strategy to execution. These services are implemented by specialized professionals such as Direct Response Copywriters, Email Marketing Strategists, and Communication Data Analysts.

Email Communication Audit: A comprehensive analysis of current email sequences, identifying points of leakage, ineffective messages, and opportunities for improvement. The deliverable is a report of more than 30 pages with a prioritized action plan.

• Email Sequence Design and Writing: Creation of complete sequences for different objectives (cold outreach, user onboarding, cart recovery, lead reactivation) focused on maximizing response and conversion rates.
• Team Training and Coaching: In-company or individual training programs for sales and marketing teams, teaching the methodologies and techniques for writing emails that customers respond to independently.
• Email Campaign Management: Comprehensive service that covers everything from planning and segmentation to execution, monitoring, and continuous optimization of large-scale email campaigns.

• Operational Process

  1. Diagnostic Phase (Week 1): Immersion in the client’s business, analysis of the contact database, review of past communications, and definition of KPIs. Phase KPI: Delivery of the audit report with a deviation of <5% in the historical performance analysis. Strategy Phase (Week 2): Design of the new communication architecture, definition of customer archetypes (buyer personas), and creation of the sequence and touchpoint map. Phase KPI: Client approval of the strategic plan (NPS > 8).Creation Phase (Weeks 3-4): Writing all email scripts and templates, configuring automation tools, and preparing A/B tests. Phase KPI: 100% content production within the established timeframe.

     Implementation and Optimization Phase (Ongoing): Launch of new sequences, real-time monitoring of results, and iterative adjustments based on data. Phase KPI: Achieve a 20% increase in response rate within the first 30 days.

  Tables and Examples

  Table of Objectives and Expected Performance

  Objective	Key Indicators (KPIs)	Proposed Actions	Expected Result (within 90 days)
  Schedule more sales meetings	Positive Response Rate (TRP), Number of Meetings Scheduled	Implement a 5-step cold prospecting sequence with deep personalization.	Increase TRP of 1% to 4.5%; schedule 150% more meetings.
  Improve trial-to-paid conversion	Conversion Rate (Trial-to-Paid), Churn Rate in the first month	Create a 7-day onboarding sequence that demonstrates the product’s value and answers questions.	Increase conversion by 25%; Reduce early churn by 10%.
  Reactivate inactive database	Reactivation Rate (%), Click-Through Rate (CTR)	Launch a targeted reactivation campaign with an exclusive value proposition and an emotional hook.	Reactivate 8% of the inactive database; Achieve a CTR greater than 5%.
  Reduce cart abandonment	Cart Recovery Rate	Implement a 3-email sequence (reminder, social proof, limited-time discount).	Increase the recovery rate from 8% to 22%.

   

Representation, Campaigns, and/or Production

Professional Development and Campaign Management

Executing a successful email campaign goes beyond simple copywriting. It requires meticulous project management, asset coordination, and a robust contingency plan. We handle the entire logistics, from cleaning and segmenting databases to the technical configuration of sending platforms (such as HubSpot, Mailchimp, or Salesforce Marketing Cloud). We manage coordination with design teams for the creation of visual templates, with product teams to align messages with the latest updates, and with legal teams to ensure regulatory compliance in each region. The execution schedule is planned weeks in advance, defining each mailing, each A/B test, and each point of analysis.

Pre-launch Checklist:

Verification of authentication settings (SPF, DKIM, DMARC).

Rendering tests on major email clients (Gmail, Outlook, Apple Mail).

Review of all links and tracking parameters (UTM).

Final segmentation of the mailing list and removal of invalid contacts.

Final client approval of the text and design.

Contingency Plan:

What to do if the open rate is 50% lower than expected in the first 2 hours? (Action: Resend with a different subject line to the unopened segment.)

What to do if a broken link is detected post-send? (Action: Send an immediate correction email with the correct link.)

What to do if the unsubscribe rate exceeds 1%? (Action: Pause the campaign, analyze the unsubscribe segment, and adjust the message or segmentation.)

A structured workflow minimizes human and technical errors, ensuring that every campaign runs smoothly and reaches its full potential.

Content and/or Media That Convert

Messages, Formats, and Conversions: The Anatomy of Emails That Customers Respond To

Content is the heart of any email. Our approach focuses on creating messages that capture attention from the subject line, maintain interest throughout the body, and lead to a clear action. We use a variety of psychological hooks, such as curiosity, social proof, urgency, and reciprocity. Each call to action (CTA) is phrased specifically and with low commitment (e.g., “Watch the 2-minute demo” instead of “Buy Now”). We conduct systematic A/B testing on key elements: subject line, opening line, value proposition, CTA, and postscript. Conversion metrics, such as the number of clicks on the CTA or direct responses requesting more information, are our primary barometer of success. The goal is for each sentence to earn the reader’s right to read the next.

Research and Conceptualization: Defining the email’s objective and the recipient’s profile. Researching their pain points and motivations. Brainstorming angles and hooks.

Drafting: Creating the first draft following a proven structure (e.g., AIDA: Attention, Interest, Desire, Action; or PAS: Problem, Agitation, Solution). At least 3-5 subject line variations are written.

Editing and Simplification: A review process to remove jargon, reduce sentence length, and increase clarity. The goal is for the message to be understood in less than 10 seconds.

• Design and Layout: Integration of the text into an HTML template (if applicable), ensuring optimal readability on mobile and desktop devices.
• Final Quality Control: Review by a second pair of eyes to detect typos, formatting errors, or broken links before sending.

Operational Processes and Quality Standards

From Request to Execution

Our operational process is designed to be transparent, efficient, and results-oriented, ensuring that every project meets the highest quality standards.

1. Diagnosis (1-2 weeks):
   • • Deliverable: Initial Audit Report.
     • Acceptance Criteria: Identification of at least 5 quantifiable areas for improvement.

   Agreement on the KPIs to be impacted.

2. Proposal and Planning (1 week):
   • Deliverable: Detailed Project Plan with timeline, resources, and budget.
   • Acceptance Criteria: Formal client approval. Closed scope definition.
3. Pre-production and Creation (2-3 weeks):
   • • Deliverable: All copy, templates, and automation configurations.
     • Acceptance Criteria: 100% client approval of materials.

   Technical tests passed.

4. Execution and Monitoring (Continuous):
   • Deliverable: Weekly/bi-weekly performance reports.
   • Acceptance Criteria: Compliance with communication SLAs (response to inquiries < 4 business hours). Campaign launches according to schedule.
5. Closure and Analysis (1 week post-campaign):
   • • Deliverable: Final Results and Lessons Learned Report.
     • Acceptance Criteria: Clear “before” and “after” comparison.

   Proposals for future optimizations.

Quality Control

• Roles: Each project has an Account Manager (main point of contact), a Strategist (responsible for the plan), and a Copywriter (responsible for creative execution).
• Escalation: Any deviation >15% in a key KPI is immediately escalated to the Strategist for analysis and a corrective action plan within 24 hours.
• Acceptance Indicators: A deliverable is not considered complete until it receives explicit written approval from the client. Campaigns are not launched without a completed and signed pre-flight checklist.
• SLAs: We guarantee a deliverability rate of over 98%. The response rate to customer inquiries is less than 4 business hours.

StrategyCommunication PlanAlignment with client business objectives (NPS > 8).Risk: Misalignment of expectations.Mitigation: Co-creation workshop with key client stakeholders.CreationCopy and TemplatesInternal approval rate >95% on first review. 0 spelling/grammar errors.Risk: The tone doesn’t fit the brand. Mitigation: Creation of a specific style and tone guide for the project.

Application Cases and Scenarios

Case 1: Increasing Lead Conversion for a B2B SaaS

Context: A software-as-a-service (SaaS) startup in the project management sector had good lead generation through its 14-day free trial, but a low conversion rate to paying customers (3.5%). Its email onboarding sequence was generic and ineffective.

Challenge: Redesign the onboarding sequence to demonstrate the value of premium features and guide users toward the “aha!” moment. and increase the trial-to-paid conversion rate by 50% in 6 months.

Solution: An 8-email sequence was implemented over 14 days, segmented by user behavior within the app. Instead of sending the same tips to everyone, the emails were triggered when a user completed (or failed to complete) key actions. For example, if a user created a project but didn’t invite collaborators, they received a specific email about the benefits of team collaboration, with an animated GIF showing how to do it in 10 seconds. Each email focused on a single benefit and a single action, reducing cognitive load.

Results:

• • The trial-to-paid conversion rate increased from 3.5% to 8.2% in 6 months (a 134% increase).
  • The onboarding sequence open rate increased from 22% to 48%.
  • The response rate to emails asking “Do you need help?” It increased by 300%, generating valuable user insights.The project’s ROI was 12:1, considering the increase in customer Lifetime Value (LTV).

    Case 2: Database Reactivation for a Luxury Real Estate Agency

    Context: A real estate agency specializing in high-end properties had a database of over 5,000 contacts accumulated over the years. 80% of this database was considered “cold,” as they had not interacted in more than 12 months. Mass mailings of “new properties” had an open rate of less than 5%.

    Challenge: Design a campaign to reactivate inactive contacts, identify potential short-term buyers or sellers, and clean the database of uninterested contacts.

    Solution: A 3-step reactivation campaign was created. The first email didn’t try to sell anything. Its subject line was simply “Are you still looking in [City Name]?” and the body was a plain, personal message from the agency director, asking if their preferences had changed and offering an exclusive, personalized market report. The second email, for those who didn’t open it, was resent with a different subject line. The third email, for those who opened but didn’t reply, offered a free valuation of their current property. The goal was to start a conversation, not bombard with lists.

    Results:

    • The campaign achieved a 28% open rate in a segment that previously did not exceed 5%.
    • A 9% response rate was obtained, of which 35% were positive responses (qualified leads).
    • 12 potential buyers and 5 potential sellers were identified in the first 4 weeks, resulting in the closing of 3 deals valued at over €2.5 million in the following 3 months.
    • The database was cleaned, removing 15% of invalid or uninterested contacts, improving future deliverability.

    Case 3: Cold prospecting of C-Level executives for a consulting firm

    Context: A business process optimization consultancy was having difficulty securing meetings with chief operating officers (COOs) and chief financial officers (CFOs) at Fortune 500 companies. Their prospecting emails were being ignored or deleted by attendees.

    Challenge: Develop an email strategy that would penetrate the inboxes of high-level executives and generate a positive response rate (interest in a call) of over 2%.

    Solution: The mass approach was abandoned, and a “hyper-personalization” strategy was adopted for a maximum of 20 contacts per week. Before contacting them, in-depth research was conducted on each executive and their company (reviewing annual reports, interviews, and LinkedIn profiles). The email was extremely short and relevant. An example subject line was “Inquiry about your Q3 efficiency initiative.” The email body referenced a specific challenge mentioned by the company in its latest earnings report and posed a thought-provoking idea in a single sentence, ending with a low-commitment question like, “Is this idea worth exploring for 15 minutes next week?”

    Results:

    The open rate for these emails exceeded 70%, as the subject line was highly relevant and specific.

    The positive response rate (meeting scheduled or referral to the right person) reached 8%, quadrupling the initial target.

    The time to secure a first meeting was reduced from an average of 6 weeks to less than 2.

    This quality-over-quantity approach generated a pipeline of projects worth over €500,000 in one quarter. These are examples of emails that customers respond to, even at the highest levels of an organization.
    … Ejemplo: “Felicidades por el reciente lanzamiento de [Producto Y], me impresionó especialmente [detalle específico]”.

  • Paso 3: La Propuesta de Valor Contextualizada (2-3 frases). Conecta lo que haces con su mundo. No listes tus características. Presenta un resultado que lograste para una empresa similar a la suya. Ejemplo: “Trabajando con empresas como [Competidor o empresa similar], hemos ayudado a reducir sus costes operativos en un 15 % al optimizar [área específica que te concierne]”.
  • Paso 4: La Llamada a la Acción (CTA) de Bajo Compromiso (1 frase). No pidas una reunión de 30 minutos. Pide interés o permiso para compartir más. Hazlo fácil de responder. Ejemplo: “¿Estarías abierto/a a explorar cómo podría aplicarse esto en vuestro caso?” o “¿Te parece bien si te envío un breve vídeo de 2 minutos que lo explica?”.
  • Paso 5: El Cierre Profesional y Conciso. Sé breve. Usa tu nombre y cargo.
  • Paso 6 (Opcional pero potente): La Posdata (P.D.). Úsala para añadir un toque personal o un dato de valor adicional. Ejemplo: “P.D. Vi tu reciente artículo sobre [tema] en LinkedIn, totalmente de acuerdo con tu punto sobre [punto específico]”.

Checklist final antes de enviar:

• • • ¿Se puede leer en menos de 20 segundos?
    • ¿Está 100 % enfocado en el receptor y no en mí?
    • ¿La pregunta final se puede responder con un simple “sí” o “no”?
    • ¿He revisado el nombre del contacto y de la empresa 3 veces?
    • ¿Suena como un email enviado por un humano a otro humano?

Guía 2: Secuencia de Seguimiento de 4 Pasos (sin ser molesto)

• • 1. Email 1 (Día 1): El email de prospección inicial (ver guía anterior).
    2. Email 2 (Día 3): Responder al email original. Mantén el contexto. Aporta valor adicional. No digas “solo quería hacer seguimiento”. En su lugar, di algo como: “Hola [Nombre], solo para añadir un pensamiento rápido a mi email anterior. Me encontré con este artículo sobre [tema relevante para ellos] y pensé que podría resultarte interesante. Un saludo.”. El objetivo es ser útil, no insistente.
    3. Email 3 (Día 7): Cambia el enfoque. Pregunta por la persona correcta. Esto le da al receptor una salida fácil y te ayuda a navegar la organización. Ejemplo: “Hola [Nombre], entiendo que debes estar muy ocupado/a. ¿Quizás no soy la persona adecuada para hablar de esto? Si no, ¿podrías indicarme quién sería la persona correcta en tu equipo para explorar [tema]? Gracias de antemano.”.
    4. Email 4 (Día 14): El email de “cierre de archivo” (breakup email). Es educado y profesional, y a menudo genera una alta tasa de respuesta por aversión a la pérdida. Ejemplo: “Hola [Nombre], te he contactado un par de veces sin éxito. Asumo que [tu propuesta] no es una prioridad para ti en este momento, así que no te molestaré más. Si la situación cambia en el futuro, no dudes en contactarme. Te deseo todo lo mejor. Un saludo.”.

Guía 3: Cómo Pedir una Reseña o Testimonio a un Cliente Satisfecho

• 1. Paso 1: Elige el Momento Adecuado. No lo pidas justo después de la compra. Pídelo después de que hayan experimentado el valor de tu producto o servicio. Un buen disparador es cuando te dan un feedback positivo no solicitado o cuando renuevan su suscripción.
  2. Paso 2: Hazlo Personal y Agradecido. Empieza agradeciéndoles por su negocio y mencionando algo específico sobre su experiencia. Ejemplo: “Hola [Nombre], ha sido un placer trabajar con tu equipo en el proyecto [Nombre del Proyecto]. Estamos especialmente orgullosos del resultado que logramos en [métrica clave]”.
  3. Paso 3: Explica el Porqué. Sé transparente. Diles por qué su opinión es importante. Ejemplo: “Las reseñas de clientes como tú nos ayudan enormemente a mejorar y permiten que otros en tu misma situación descubran cómo podemos ayudarles.”.
  4. Paso 4: Ponlo Súper Fácil. Este es el paso más crítico. Elimina toda la fricción posible. En lugar de decir “deja una reseña”, guíalos. Proporciona el enlace directo a la plataforma de reseñas (G2, Capterra, Google, etc.). Mejor aún, ofréceles preguntas guía para que no tengan que pensar qué escribir. Ejemplo: “¿Te importaría dedicar 2 minutos a compartir tu experiencia aquí [enlace]? Si te ayuda, podrías comentar brevemente sobre: 1) El problema que tenías antes, 2) Cómo te ha ayudado nuestra solución, y 3) El resultado principal que has obtenido.”.
  5. Paso 5: Ofrécete a Redactarlo por Ellos (opcional, para testimonios B2B). Para testimonios de alto valor, puedes ofrecerles un borrador. Ejemplo: “Entiendo que estás muy ocupado/a. Si te parece bien, puedo redactar un borrador basado en nuestros resultados juntos y enviártelo para tu aprobación o edición. ¿Qué te parece?”. Esto aumenta la tasa de éxito drásticamente.

Recursos internos y externos (sin enlaces)

Recursos internos

• Catálogo de plantillas de email para más de 20 escenarios comerciales (prospección, seguimiento, reactivación, onboarding, etc.).
• Guía de estilo y tono para la comunicación por email.
• Checklist de control de calidad pre-envío de campañas.
• Base de datos de pruebas A/B con resultados históricos y aprendizajes clave.
• Informe trimestral de benchmarks de rendimiento de email por sector.

Recursos externos de referencia

• Normativa General de Protección de Datos (GDPR) de la Unión Europea.
• Ley CAN-SPAM de Estados Unidos sobre marketing por correo electrónico.
• Guías de buenas prácticas de entregabilidad de Mailchimp y HubSpot.
• Libro “Predictable Revenue” de Aaron Ross & Marylou Tyler.
• Blog de Copyhackers sobre redacción publicitaria de conversión.

Preguntas frecuentes

¿Cuál es la longitud ideal para un correo electrónico de ventas?

No hay una respuesta única, pero la regla general es “tan largo como sea necesario, pero tan corto como sea posible”. Para un primer contacto en frío, el objetivo es la brevedad: entre 50 y 125 palabras es un buen rango. El objetivo es despertar la curiosidad y obtener una respuesta, no contar toda la historia. Para emails de nurturing o respuestas a consultas, pueden ser más largos siempre que cada frase aporte valor y mantenga el interés.

¿Con qué frecuencia debo hacer seguimiento a un cliente potencial?

Depende del contexto, pero una buena cadencia de seguimiento para un lead nuevo podría ser: Día 1, Día 3, Día 7, Día 14, y luego pasar a un nurturing mensual. La clave es añadir valor en cada seguimiento en lugar de simplemente “registrar” tu interés. Espaciar los contactos evita la fatiga y muestra respeto por el tiempo del receptor.

¿Es mejor usar texto plano o plantillas HTML con diseño?

Para la comunicación interpersonal y de ventas (especialmente en prospección), los correos de texto plano suelen tener un rendimiento significativamente mejor. Parecen más personales y tienen menos probabilidades de ser filtrados como spam. Las plantillas HTML son más adecuadas para newsletters, promociones de e-commerce y comunicaciones de marketing a gran escala donde la marca y el aspecto visual son importantes.

¿Cómo puedo evitar que mis correos vayan a la carpeta de spam?

Hay factores técnicos y de contenido. Técnicamente, asegúrate de que tu dominio tenga registros SPF, DKIM y DMARC correctamente configurados. En cuanto al contenido, evita palabras desencadenantes de spam (como “gratis”, “oferta por tiempo limitado”, mayúsculas excesivas), no uses muchos enlaces o imágenes en el primer contacto, y mantén un buen ratio de texto a imagen. Lo más importante es mantener una lista de correo limpia y enviar contenido que la gente quiera recibir para minimizar las quejas por spam.

¿Cuál es una buena tasa de respuesta para los correos en frío?

Las tasas de respuesta varían enormemente según el sector, el rol del destinatario y la calidad de la personalización. Un benchmark muy general para campañas de email en frío masivas pero segmentadas es del 1-2 %. Sin embargo, con un enfoque hiper-personalizado y una investigación profunda como la que defendemos, se pueden alcanzar tasas de respuesta positiva del 5 % al 10 % o incluso superiores. El objetivo es enfocarse en la calidad de la respuesta, no solo en la cantidad.

Conclusión y llamada a la acción

Dominar la habilidad de escribir emails que los clientes responden no es un truco o un talento innato, sino el resultado de un proceso sistemático que combina empatía, estrategia y análisis de datos. Hemos recorrido el camino desde la visión estratégica hasta las tácticas de ejecución más granulares, demostrando que cada correo electrónico es una oportunidad para construir relaciones y generar valor. Al implementar un enfoque estructurado (Investigación, Redacción, Envío, Análisis), es posible transformar radicalmente los resultados: aumentar las tasas de respuesta por encima del 10 %, agendar un 150 % más de reuniones cualificadas y reducir los ciclos de venta. El impacto no es solo cuantitativo; es cualitativo, mejorando la percepción de tu marca y posicionándote como un comunicador valioso y respetuoso.

El próximo paso es aplicar estos principios. Comienza hoy mismo auditando tus últimas diez comunicaciones enviadas. ¿Son personalizadas, relevantes, valiosas y accionables? Elige una de las guías de este artículo, como la plantilla de prospección en frío, y aplícala a cinco nuevos contactos. Mide la diferencia. Si estás listo para llevar tu comunicación por email al siguiente nivel y convertir tu bandeja de enviados en un motor de crecimiento constante, es el momento de actuar. Contacta con nosotros para una auditoría inicial gratuita y descubre el potencial oculto en tu estrategia de email.

Glosario

Tasa de Apertura (TA)

El porcentaje de destinatarios que abrieron un correo electrónico determinado. Se calcula como (emails abiertos / emails entregados) * 100.

Tasa de Respuesta (TR)

El porcentaje de destinatarios que respondieron a un correo electrónico. Se calcula como (respuestas recibidas / emails entregados) * 100.

Prueba A/B (A/B Testing)

Un método de experimentación en el que se envían dos variantes de un mismo correo (por ejemplo, con diferentes asuntos) a dos subconjuntos de la audiencia para determinar cuál de las dos versiones funciona mejor.

CTA (Call to Action)

Llamada a la acción. Es la instrucción dada al receptor para provocar una respuesta inmediata, como “Reserva una demo” o “Descarga el informe”.

DKIM, SPF, DMARC

Son estándares de autenticación de correo electrónico que ayudan a proteger contra el phishing y el spoofing, y mejoran la entregabilidad al verificar que un correo electrónico proviene de un remitente legítimo.

Nurturing de Leads

El proceso de construir relaciones con clientes potenciales que aún no están listos para comprar. Se realiza a través del envío de contenido relevante y útil a lo largo del tiempo.

Internal links

• Click here👉 https://uk.esinev.education/masters/
• Click here👉 https://uk.esinev.education/diplomates/

External links

• Princeton University: https://www.princeton.edu
• Massachusetts Institute of Technology (MIT): https://www.mit.edu
• Harvard University: https://www.harvard.edu
• Stanford University: https://www.stanford.edu
• University of Pennsylvania: https://www.upenn.edu