Do This, NOT That: Marketing Tips with Jay Schwedelson Ask Us ANYTHING: Wake the Dead (Your Email List) ☠️… My Spirit Airlines Confession 😬🛫 | Ep. 446
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Nov 13, 2025 Learn how to revive a dormant email list with two powerful tactics that boost engagement. Discover why year-end is perfect for sending heartfelt 'letter-style' emails from executives, significantly increasing open rates. Jay also shares quirky insights about his unexpected love for Spirit Airlines and humorously ponders why passengers dash to the airplane bathroom before takeoff. This blend of marketing wisdom and relatable chaos makes for an entertaining and informative discussion!
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Human Senders Beat Brand Names For Dormant Lists
- Letter-style emails perform unusually well for dormant contacts during the holiday window across B2C and B2B.
- People respond to a recognizable human sender more than a brand name when they've fallen silent.
Use Executive Letters For Year-End Reengagement
- From Nov 20 to Dec 20, send letter-format emails from a founder or exec to reengage year-long inactive contacts.
- Use personal from-names and subject lines that acknowledge the lapse to boost opens by ~40%.
Run Verification Email Campaigns
- Send verification emails to contacts who haven't engaged in 12 months to confirm they still want your messages.
- Use personalized subject lines like "Are you still with [Company]?" to raise opens ~27–31% but expect higher unsubscribes.