One of the hardest parts of our three-light format is to decide what is not to be included, and a lot Really useful Advice is to collect dust in my Google drive.
This week I’ve got three lessons that I just couldn’t waste The most shared interview In Masters History in Marketing. E -Mail -Marketing expert Jay Schwedelson is back and this time he comes warm with What you (probably) do wrong with your E -mail marketing.
And in all honesty I have committed some of these sins with this particular newsletter. (Oopsie!)
Jay Schwedelson
Founder, Subjecle.com; Host, try this, not that! Only for marketing people!
- Fun Fact: Jay draws inspiration from his grandfather who said to him, “anesthetize people than you have been able to do so.”
- Claim of fame: Created one of the top 1% ranked sites in the world.
Lesson 1: Get that dang thing opened.
To kick things, I asked Schwedelson what regular e -mail advice gives him the twitchy eye.
“There’s always so much focus on what’s inside the IE mail. What does the copy say? Is it compatible? Is it on fire?” He mumbles playfully. “But on average, Less than 50% of people open your E -mail.“
In fact, 50% is dreamy. The average marketing -e -mail opening rate across industries is closer to 42%. (Ours is a higher higher, but that’s because our readers are so smart and cool and nice.)
“So the first focus should really be: How do we open the e -mail?”
Which should not say that you relax on Satisfied of your E emails. If we suddenly were about stories of dryer, our open rate would probably go down, right?
Just make sure the elements with the greatest influence on open speed – details such as your subject line, prevail and send time – are not just afterwards.
“If you focus on getting the E email opened with as much energy and intensity as you do on what is IE email, it will radically change the result of your marketing benefit.“
Lesson 2: Throw out your prohibited glossary.
“One of the greatest myths is that what you write in your subject line is the reason why you land in the unwanted folder. This is information from the flooding year.”
He has caught me on this one. When we drove a recent gift, I told the team that we could definitely not use the words “prize”, “winner” or “you have won” in our subject lines.
Like me, you probably fear the word “free” and use exclamation points. All caps? Neverrrrrrr.
“It won’t get you filtered. It used to be 10 years ago, but technology changed. So I will free everyone. Write what you want to write to get the E email opened.“
So what Do Sit on that naughty or lovely list?
“It’s about commitment. The more you make people click and interact with your E emails, the greater the likelihood of you staying in the inbox. That’s what the receiving E -Mail -Infrastructures want to see: Hi, this receiver Likes Interaction with these E emails.
“And the irony is that the tactics themselves that people avoid – the word ‘free’, an exclamation point, an emoji – these exact tactics make you get to get more Engagement and stay in the inbox. “
Lesson 3: Don’t be afraid of what “everyone else” is doing.
I asked Schwedelson about a LinkedIn post by Hans that made me hum. It is a screen shot of each fire using the same Shamrock –Emoji on St. Patrick’s Day.
Picture source
“The funny thing about marketing people is that sometimes we are too close to it,” he smiles. “So it’s Mother’s Day, you know there will be a lot of heart emojis in the subject line, right?”
Until we notice the trend. “And then marketing people will be like, yes, I am not Does it go because everyone does. “
So I asked him how to be on the right side of the story. Are we following the trend or are we rejecting it?
He reminds me of something we shared in his first set of lessons: Test everything. Especially the things you don’t like.
If this shamrock -emoji gives you a lift of 20% in your open rate … you don’t care if 30 other brands also used one?
“So just because you as a marketing employee think everyone does it doesn’t mean you shouldn’t do it.”
What I hear is: Games on with 🍀🍀🍀.
Lingering questions
This week’s question
What is a “boring” marketing channel or tactics that work better than expected for you right now and why do you think it is? – Katie Parkes, Director of Social, Community & Customer Marketing, Apollo.io
This week’s answer
Schwedelson says: Weekend -e -mail sends!
E-mail campaigns targeting director level and over contacts generate an increase of 40% over the year in click frequencies.
Not testing Sunday broadcasts is to omit a super valuable opportunity to engage in key people when they have time to really dig into what you share.
Next week’s question
Asks Schwedelson: You [Ross Simmonds] Always say ‘Create once, distribute forever’ – what is a piece of content you have milked longer than anyone must reasonably admit? And why it?
