Episode Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson"

Episode: 7 NEW Subject Line Tests (you've NEVER tried!) + Guys Trip Update! 📬 Jay’s SCOOP | Ep. 356
Release Date: June 13, 2025
Host: Jay Schwedelson
Presented By: Marigold

1. Introduction to Innovative Subject Line Testing

In this episode of "Do This, NOT That," Jay Schwedelson delves into unconventional A/B testing strategies for email subject lines that marketers likely haven't explored before. Emphasizing the critical role of subject lines in email open rates, Jay challenges traditional focus areas by presenting "opposite tests"—where two subject lines with contrasting approaches are compared to determine effectiveness.

Jay Schwedelson [00:02]:
"We are back for Do This, Not That podcast presented by Marigold. And today I wanted to rip through completely ridiculous A/B tests that you could be doing in the subject line, stuff that you probably have never tried."

2. Reverse Psychology Test

Jay introduces the first test involving reverse psychology. He split his email list and sent two contrasting subject lines:

• Version A: "You don't need this email."
• Version B: "You absolutely need this email."

Result: Version A outperformed by a 17% higher average open rate, illustrating that suggesting a lack of necessity can pique curiosity and drive engagement.

Jay Schwedelson [00:45]:
"Believe it or not, the one that says you don't need this email had a 17% higher average open rate on the test that we ran."

3. AI vs. Human-Created Subject Lines

The next test compared the authenticity of subject line creation:

• Version A: "AI wrote this subject line."
• Version B: "A human with three cups of coffee wrote this."

Result: Version A suffered a 14% lower average open rate, highlighting the audience's preference for perceived human touch over AI-generated content.

Jay Schwedelson [03:15]:
"The one that said AI wrote this subject line did not do well. Had a 14% lower average open rate."

4. Sound Effect Test

In an attempt to inject personality, Jay tested subject lines with different "sound effects":

• Version A: "Boom. Offer inside."
• Version B: "Psst. Offer inside."

Result: Version B ("Psst") achieved a 22% higher average open rate, suggesting that subtle, whisper-like prompts are more effective in capturing attention.

Jay Schwedelson [04:30]:
"The PSST had a 22% higher average open rate across all the different tests that we ran."

5. Vague Threat Test

This test explored the impact of implied urgency:

• Version A: "We need to talk."
• Version B: "You left us no choice."

Result: Version A resulted in a 19% higher average open rate, indicating that a direct but non-specific call to action can be more engaging.

Jay Schwedelson [06:00]:
"We need to talk had a 19% higher average open rate. I would open that."

6. Passive-Aggressive Guilt Trip Test

Jay examined whether guilt could drive opens:

• Version A: "Still ignoring us?"
• Version B: "We noticed you didn't open last time."

Result: Version A ("Still ignoring us?") led to a 21% higher average open rate, demonstrating that a subtle nudge can effectively prompt action.

Jay Schwedelson [07:45]:
"Still ignoring us? actually had a 21% higher average open rate in these tests."

7. Parent Text Energy Test

This test mimicked parental communication styles:

• Version A: "Call me when you see this."
• Version B: "Not mad. Just disappointed."

Result: Version B outshone Version A with a 12% higher average open rate, suggesting that expressing mild disappointment can be more compelling than direct requests.

Jay Schwedelson [09:10]:
"Not mad, just disappointed, actually had a 12% average higher open rate."

8. Inner Monologue Test

Finally, Jay tapped into the subconscious thoughts of recipients:

• Version A: "Not another promo email."
• Version B: "Fine. I'll open it."

Result: Version B dominated with a 26% higher average open rate, indicating that aligning with the reader's internal dialogue can significantly enhance engagement.

Jay Schwedelson [10:50]:
"The one that said, fine, I'll open it, crushed it, had a 26% higher average open rate."

9. Key Insights and Best Practices

Jay emphasizes the importance of:

• Divergent Testing: Ensuring subject lines in A/B tests are sufficiently different to yield meaningful results.
• Creativity in Marketing: Beyond conventional methods, experimenting with unique approaches can break through the clutter.
• Human Touch: In an era dominated by AI, maintaining a human element in marketing communications is crucial.

Jay Schwedelson [12:30]:
"The only way you're going to break through this tidal wave of generic garbage that's out there in AI land is to be a human."

10. Personal Anecdote: The Guys Trip Update

Transitioning from professional insights, Jay shares a heartfelt and humorous account of his annual "guys trip" with six college buddies. He describes their tradition of exchanging gag gifts that compel participants to wear ridiculous items throughout the trip, fostering laughter and memorable moments.

Highlights:

• Last Year's Highlights:
  • A swim shirt declaring, "I pee in pools," worn during a pool party.
  • A shirt featuring a giant picture of a buddy's ex-girlfriend from college.
  • Attire proclaiming "Carly Rae JSON Fan Club Member," referencing the hit song "Call Me Maybe."

Jay Schwedelson [14:15]:
"Another one was, I had to wear a hat and a shirt that said the Carly Rae JSON fan club member. No offense to her, I mean, but I'm not in her fan club, and it's super weird."

Current Preparations: Jay is brainstorming new and even more outrageous gag gifts for the upcoming trip in Vegas, despite his personal reservations about the destination.

Jay Schwedelson [16:00]:
"Right now I'm in the process of figuring out what stupidity I'm going to bring for everybody to wear and whatever."

Recommendation: He encourages listeners to maintain annual reunions with old friends, highlighting the challenges but underscoring the lasting positive impact.

Jay Schwedelson [16:50]:
"If you don't do a trip with your old friends from college or high school or some other part of your life, I, I recommend doing it once a year."

11. Conclusion and Takeaways

Jay wraps up the episode by reiterating the value of innovative and creative A/B testing in marketing, urging marketers to embrace unconventional methods to enhance engagement and break through the noise. His personal anecdotes serve to humanize the discussion, emphasizing the importance of relationships both professionally and personally.

Key Takeaways:

• Leverage Opposite Testing: Experiment with contrasting subject lines to uncover unexpected preferences.
• Embrace Creativity: Unique and humorous approaches can significantly boost email open rates.
• Humanize Marketing: Personal touches and authentic communication resonate more with audiences than generic, AI-generated content.
• Maintain Personal Connections: Regular gatherings with friends can enrich personal life, providing balance to professional pursuits.

By incorporating these strategies, marketers can refine their email campaigns to achieve higher engagement rates and build stronger connections with their audiences. Jay Schwedelson's blend of professional insights and personal stories offers a comprehensive guide to mastering effective marketing tactics.