The 7 Ways You Might Be Doing Email Wrong
The Duct Tape Marketing Podcast
Intro
This chapter delves into the importance of effective email marketing and the common challenges faced by marketers. It highlights strategies for improving email open rates, including the need for testing subject lines and adapting to evolving trends in the industry.
In this episode of the Duct Tape Marketing Podcast, I interview Jay Schwedelson, a leading marketing expert in the US known for his research-backed approach.
He’s the Founder of SubjectLine.com, a top-ranked free subject-line rating tool, and has tested over 15 million subject lines.
Jay Schwedelson also founded GURU Media Hub, hosting the GURU conference, the world’s largest email marketing event, attracting over 50,000 attendees annually. His popular podcast, “Do This, Not That!: For Marketers,” is a top-rated marketing podcast in the U.S. Through Outcome Media, Jay’s team runs over 40,000 campaigns annually for top global brands. He’s been recognized as a top industry leader and inducted into the Hall of Fame at the University of Florida College of Journalism and Communications.
We discuss the importance of subject lines in email marketing and share tips for improving open rates. We also cover
- The significance of call-to-action buttons
- The timing of email sends
- ESPs' (Email Sending Providers) role
- The relationship between email and landing pages
- List hygiene and the impact of AI and privacy on email marketing
Key Takeaways:
Subject Lines: Your subject lines are crucial for getting emails opened. Starting the subject line with a number or fully capitalizing the FIRST WORD can increase open rates, and using an ellipsis or a question mark at the end of the subject line can also pique curiosity.
Call-to-action buttons: CTAs should be written in the first person to increase click-through rates. The language should focus on what’s in it for your recipient rather than what you want.
Timing: We all know the timing of your email depends on the type and target audience. Newsletters do well at the start of the week, while offer-based emails may perform better on weekdays or weekends. Or do they?
ESPs: The selection of an ESP should be based on your business’s specific needs. Different ESPs specialize in various types of email marketing, such as B2C or B2B. When you’re tempted to blame your ESP, ask if you chose wisely.
Landing Pages: Email and landing pages should be closely connected. Emails should direct recipients to specific landing pages that are optimized for conversion. Social proof, such as testimonials, can make your landing pages more compelling.
List Hygiene: List hygiene is essential for maintaining email deliverability. Hard bounces should be immediately removed from the list, and soft bounces should be monitored and removed after multiple occurrences.
AI: AI is expected to significantly impact email marketing in the future. Apple’s iOS 18 will introduce AI-driven email bucketing, which will affect how emails are categorized and displayed on mobile devices.
More About Jay Schwedelson:
Check Out his Website - https://jayschwedelson.com/
Visit Guru Conference - http://www.guruconference.com/
Add him on LinkedIn - https://www.linkedin.com/in/schwedelson/
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Connect with John Jantsch on LinkedIn - linkedin.com/in/ducttapemarketing/
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