If you’ve ever wondered how to revive a dead email list or why people make a hard left into the airplane bathroom before takeoff, this one’s for you. Jay Schwedelson dives into his two favorite tactics to wake up unengaged subscribers before year-end—plus manages to work in an oddly passionate defense of Spirit Airlines. It’s classic Jay: part marketing brilliance, part relatable chaos.

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Best Moments:

(01:32) Why year-end is the best time to send “letter-style” emails from an executive

(02:00) How a “note from the founder” subject line boosts open rates by 40%

(03:00) The secret power of “verification” emails for reengagement

(04:24) Subject line examples that actually make people click again

(06:15) Jay’s unexpected love story with Spirit Airlines

(07:41) The mystery of people who immediately use the plane bathroom

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