Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode 252: Ask Us ANYTHING❓ Email Marketing Automation Fails & Scheduled Social Post Fails? ➕ Dating Advice?
Release Date: January 8, 2025

In Episode 252 of "Do This, NOT That!" presented by Marigold and hosted by Jay Schwedelson from GURU Media Hub, listeners are treated to a dynamic Ask Us Anything session. This episode delves into the intricacies of email marketing automation, the challenges of managing scheduled social posts, and even ventures into the unexpected territory of dating advice. Jay provides actionable insights, drawing from his extensive marketing expertise, to help marketers avoid common pitfalls and optimize their strategies for better engagement and results.

1. Email Marketing Automation: Strengthening Your Program

Understanding Email Marketing Automation

Jay begins by defining email marketing automation, emphasizing its role in sending targeted emails based on user actions or predefined rules. He explains that automation aims to deliver the right message to the right person at the right time without manual intervention. Examples include triggering emails when a user visits a pricing page or downloads content from a website.

Common Mistakes in Email Marketing Automation

Jay identifies several common mistakes marketers make with their email automation programs:

• Set It and Forget It Mentality: "It makes us lazy. Okay? It makes us say, well, we don't need to be reaching out all the time because we have our automation stream doing that." (03:30)

  Jay criticizes the passive approach of relying solely on automation, which can lead to a loss of personalized engagement. At his company, Jay's team almost turned off automation entirely, encouraging sales and account managers to proactively reach out with custom notes, thereby maintaining a personal touch.

• Overgeneralized Triggers: "If someone just visits your website, it doesn't mean they're this hot prospect and all of a sudden they should be getting all of these emails." (05:10)

  Treating all website interactions equally can lead to irrelevant messaging. Jay advises differentiating between various user actions, such as distinguishing between someone who fills out a "Contact Us" form versus a "Request a Demo" form, as the latter indicates higher intent.

• False Positives in Lead Generation: "When you set up your triggers and you are basically elevating certain contacts based on an activity that they're doing, which is kind of meaningless, such as an email open, you're creating all these false positives of leads." (07:45)

  Jay warns against misinterpreting low-engagement activities (like merely opening an email) as strong leads, which can misguide sales efforts and damage credibility.

• Outdated Content and Lack of Auditing: "You must go through and get rid of anything that says last year 2024. You want to crush your reputation, you want to crush what people think about you instantly." (09:20)

  Keeping email content current is crucial. Jay stresses the importance of regularly auditing automation programs to ensure that all communications are timely and relevant.

Recommendations for Optimizing Email Automation

Jay offers several strategies to enhance email marketing automation:

• Segment and Personalize Triggers: Tailor email triggers based on specific user actions and intent levels to ensure relevance and increase engagement.

• Regular Audits: Continuously review and update automation workflows to eliminate outdated content and refine targeting criteria.

• Balance Automation with Personal Outreach: Integrate automated emails with proactive, personalized communication from sales and account teams to maintain a human connection.

2. Scheduled Social Posts: Navigating Automation Pitfalls

Challenges with Scheduled Social Posts

Jay transitions to discussing the pitfalls of relying heavily on scheduled social media posts. While scheduling can streamline content distribution across platforms like TikTok, X (formerly Twitter), Instagram, and LinkedIn, it can also lead to disengagement if not managed properly.

Impact of Low Engagement on Social Algorithms

Citing research from Sprout, Jay highlights that social media algorithms can significantly reduce the visibility of posts that receive minimal engagement:

• "Social, algorithms and engagement drop by up to 50% across all social platforms. If you are not responding to comments that people leave within the first hour... the algorithm is like, hey, wait a minute. This is not. Nobody's paying attention to this thing." (13:00)

  This underscores the importance of timely interaction with audience comments and reactions to maintain post visibility and engagement.

Best Practices for Managing Scheduled Posts

Jay advises marketers to:

• Monitor and Engage in Real-Time: Even with scheduled posts, allocate time for immediate responses to comments and interactions to boost algorithm favorability.

• Avoid Over-Automation: Ensure that automated posts are supplemented with genuine, spontaneous engagement to preserve authenticity.

• Customize Content for Each Platform: Tailor posts to suit the unique audiences and formats of each social media platform rather than using a one-size-fits-all approach.

3. Ridiculous Question: Navigating Teenage Dating Advice

In a lighthearted departure from marketing topics, Jay addresses a surprising question about providing dating advice to teenage children. Stephanie from Detroit asks for guidance on helping her teenage kids navigate the complexities of modern dating.

Jay’s Candid Take on Dating Advice

Jay humorously admits his limited expertise, saying, "I've been married for a zillion years. I'm clueless, but I will give it my best shot." (18:00) He discusses the challenges of communicating with teenagers about dating in the digital age, where interactions often occur through platforms like Snapchat and Instagram.

Key Points from Jay’s Advice

• Understanding Digital Communication: Jay emphasizes the importance of recognizing the nuances of digital interactions. For instance, he critiques the act of snapping someone on Snapchat and suggests more direct forms of communication, such as calling if a snap isn't opened promptly.

• Embracing Uncertainty: Acknowledging his own confusion about modern dating norms, Jay advises parents to support their teenagers by allowing them the space to navigate relationships independently. "The opposite of whatever I think is probably correct and I don't know what is going on and neither do you." (20:30)

• Promoting Authenticity: Rather than enforcing outdated dating strategies, Jay encourages parents to let their kids find their own paths, reinforcing the idea that genuine connections are more valuable than adhering to rigid advice.

4. Key Takeaways

• Avoid Over-Reliance on Automation: Both in email marketing and social media, automation should enhance rather than replace personal engagement. Regular audits and personalized interactions are crucial for maintaining effectiveness.

• Segment and Personalize: Tailoring triggers and content based on specific user actions and intentions leads to more meaningful interactions and higher conversion rates.

• Stay Current: Keeping all marketing content up-to-date prevents the erosion of brand credibility and ensures relevance in communications.

• Balance Automation with Human Touch: Combining automated processes with proactive, personalized outreach fosters stronger relationships with your audience.

• Adapt to Modern Contexts: Whether in marketing or personal advice, understanding and adapting to the evolving landscape is essential for success.

Notable Quotes

• Jay Schwedelson on Email Automation:
  "It makes us lazy. Okay? It makes us say, well, we don't need to be reaching out all the time because we have our automation stream doing that." (03:30)

• On Social Media Engagement:
  "If you are not responding to comments that people leave within the first hour... the algorithm is like, hey, wait a minute. This is not. Nobody's paying attention to this thing." (13:00)

• Regarding Dating Advice:
  "The opposite of whatever I think is probably correct and I don't know what is going on and neither do you." (20:30)

Conclusion

Episode 252 of "Do This, NOT That!" offers valuable insights into optimizing email marketing automation and managing scheduled social media posts effectively. Jay Schwedelson’s candid discussion on avoiding common automation mistakes and maintaining active engagement provides marketers with practical strategies to enhance their campaigns. Additionally, his humorous take on teenage dating advice adds a relatable and entertaining dimension to the episode. By balancing automation with personalized interaction and staying attuned to contemporary trends, marketers can drive better results and foster stronger connections with their audiences.