“E -Mail is the only marketing channel that offers a straight gaming field for all marketing people”Says Jay Schwedelson.
With E -Mail -marketing, your brand’s message has as much chance of being considered Apple, or Google, or [fill in your favorite big brand here].
Today’s champion is here to help you not waste that chance.
He is recognized as one of the most important experts in E -mail marketing. His site, Subjectline.com, is ranked in the top 1% of sites worldwide. His marketing podcast regularly lands in the top 5 in the United States, he founded Guru Media Hub, is president and CEO of Outcome Media, and, oh yes, he is also an adjunct professor at the University of Florida. (Whew!)
Which is to say … you I believe in him.
Jay Schwedelson
Founder, Subjecle.com; Host, try this, not that! Only for marketing people!
- Fun Fact: Jay has never missed a season of any show in the bachelor’s franchise. The Bachelor’s Court, Golden Bachelor, Bachelor in Paradise, you name it.
- Claim of fame: Did you see The list in the introduction?! OK, one more: His tool has tested over 15 million subject lines.
Lesson 1: Think of the inbox as a social roll.
“Your E -Mail -Database is the most valuable thing in your business“Says Schwedelson.” E -Mail is the only form of marketing found On the planet That at any given time you can communicate with your entire audience. “
So how does a smart marketing employee get the most out of that opportunity? It’s not spamming promos, it’s too damn.
“If ‘Cold E-mail’ is your go-to-market or you only send promotional emails, you will failed miserably.”
Instead, Jay advises that you “Think of the inbox as a social roll.“Your job is to catch your audience’s eyes and then give them something valuable enough to continue to return.
“Most of the time you hit Send you give value Without asking for something back. Here’s a new state. Here’s a new tip. Here is a new trend in the industry. Then every third or fourth e -mail you put in the question. “
It is an effective strategy, but one that takes a little courage and a whole lottery troquet because … yes …
Lesson 2: Attribution is waste.
“I think attribution is waste,” Schwedelson confesses. “Marketing is Surround Sound. When they finally click on this offer, it wasn’t because you sent the amazing E email. That’s because you have sent content in the last few months, so now that the person is in the market for the thing, they think of you first.”
Here I start fantasizing about all the time, I don’t save to measure anything.
“Of course you will measure all those things and should“He qualifies. (Damith)” But it’s not enough because it doesn’t tell a holistic image. “
Schwedelson tells me his team fills the gaps using a tactic he calls “teamout groups.”
As short as I can handle it, here’s how teamout groups work:
- Take part of your database (eg 5-10%) and do not market them. No ads. No E emails. No amazing brilliant thought leadership.
- At the end of a given time, you measure the results of the teamout group against your active audience.
“It gives you a real overview of the action of your Overall Marketing, unlike this last touch -ting, “he buzzes and adds,” And if they convert as often as the people who got all these things? Then all you make is a waste. “
Page Note: Don’t forget to rotate your teamouts. It is not a “moldy leftovers in the back of your refrigerator” group.
Lesson 3: Test things you don’t like.
“The most important thing for marketers is always to test,” says Schwedelson. “Especially the things you don’t like.“
He explains that we are often partical of our own preferences, but as marketers we may not be good examples of our target group. I ask him to break a few examples of the people who play together at home.
“There are little things that you can do to get your E email open that costs you no money and it spends just 10 minutes.”
Here are 3 things you can test yourself:
- Start your subject line with a number.
“Start it with a number, it actually lifts the percentage of people opening your E -mail by about 20%.”
- Utilize the whole first word or two.
“Not only the first letter of the first word but whole First words or two words. For example, it can say new. It will grab the person’s millisecond attention and get them to read. “
- Start your subject line with parentheses.
“You know, [New Episode]or [Free Download]or whatever. Then you continue with the rest of your subject line. “
“Again, it’s trying to think of your inbox as a social roll, right?” he says. “No one is reading the whole subject line. You could write ‘Jay is a loser‘At the end of your subject line. No one will see it. “Challenge accepted.
Lingering questions
Today’s question
“How have you seen inclusion shape the way marketing has been done in the last five years and how do you feel it will shape (if at all) for the next five years of marketing?” – Sonia Thompson, Founder of Inclusion & Marketing
Today’s answer
Schwedelson says: “Over the past five years, inclusion has changed from a check box from a company to a significant part of how we approach marketing and business in general (or at least it should be!).
It’s no longer about who appears on stock photos; It’s about who develops the strategy, the copy writes and makes the decisions.
In our own work, from virtual events to newsletters to agency services we’ve seen When people feel seen, they engage more, share more and stay loyal longer.
Looking ahead, inclusion should not only shape marketing, it will be marketing. As AI continues to dominate content creation, the ability to add a human touch will make every person feel recognized, respected and understood, be the ultimate differentiate. “
Next week’s question
Schwedelson asks: “What is a marketing you had held five years ago that you have completely changed your mind about?“
