Podcast Summary: Ep. 258 – Subject Line Tests WORKING RIGHT NOW!

Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Host: GURU Media Hub
Guest: Jay Schwedelson
Release Date: January 17, 2025

Introduction to Email Subject Lines

In the latest episode of "Do This, NOT That!" hosted by Jay Schwedelson, the focus is squarely on mastering the art of email subject lines—a critical component in any successful email marketing strategy. Jay passionately explains why subject lines are pivotal, emphasizing their unique position in the marketing landscape where every marketer has an equal opportunity to capture a recipient's attention.

Jay Schwedelson [00:00]: "There's almost no other marketing vehicle on planet earth where there's an equal playing field... You get to compete against everybody."

He underscores that unlike other marketing channels, email subject lines offer a standardized real estate where both large and small brands can vie for opens without the constraints of budget disparities inherent in avenues like Super Bowl ads or expensive keyword auctions.

Top Tactics for Business-to-Business (B2B) Marketers

Jay reveals that the leading tactic for B2B marketers over the past 90 days is personalization using the recipient's company name. This approach has been shown to increase email open rates by over 30%.

Jay Schwedelson [05:30]: "When somebody sees the company name that they work at, like, ‘Oh, this is about my company,’ I gotta check it out."

Instead of the outdated practice of personalizing with first names (e.g., "Hi John"), integrating the company name into the subject line makes the email immediately relevant to the recipient’s professional context. Examples include:

• "Acme's competitors are doing this"
• "How Acme can lead in retail innovation"

This strategy ensures that the content resonates more deeply with the recipient, driving higher engagement.

Leading Strategies for Consumer Marketers

For consumer marketers, Jay identifies the combination of Fear of Missing Out (FOMO) with specifics as the top tactic, boosting open rates by over 25%.

Jay Schwedelson [10:15]: "If you're a consumer marketer, 'This will sell out today' incorporates both FOMO and specificity."

By creating urgency and providing concrete details, such as limited stock or time-sensitive offers, consumers are more likely to engage. Sample subject lines include:

• "Only 12 left and counting..."
• "Sale ends at midnight!"

This blend effectively compels recipients to act promptly to avoid missing out on the opportunity.

Additional Effective Subject Line Techniques

Beyond the primary strategies, Jay discusses two more tactics that have proven successful:

1. "This vs. That" Format
   Utilizing a comparative approach in subject lines can lift open rates by over 18%.

   Jay Schwedelson [15:45]: "Subject lines like 'Time Saved vs. Time Wasted' or 'Jeans That Stretch vs. Jeans That Judge' create a compelling comparison that piques curiosity."

   This format encourages recipients to explore the differences, fostering engagement through curiosity and choice.

2. Mid-Subject Line Capitalization
   Strategically capitalizing a word within the subject line can increase open rates by about 15%.

   Jay Schwedelson [20:00]: "Capitalizing a single word in the middle of the subject line, like 'Only a FEW spots left,' grabs the reader's attention without triggering spam filters."

   This technique highlights key terms, making the subject line more visually appealing and noticeable during quick scans.

Words to Avoid in Subject Lines

Jay also warns against starting subject lines with certain words that can negatively impact open rates by over 10%. These "loser" words include:

• Learn
• Discover
• Reminder
• Find Out
• Meeting

Jay Schwedelson [25:30]: "Nobody wants to be told to learn anything. Using words like 'Learn' or 'Discover' at the beginning of your subject line can turn recipients off immediately."

These terms often come across as generic or pushy, diminishing the likelihood of engagement. Instead, marketers are encouraged to use more dynamic and personalized language to capture attention.

Personal Anecdote: Jay’s Trip to Japan

In the "Ridiculous Portion" of the podcast, Jay shares a personal story that, while humorous, underscores the importance of resilience and adaptability—traits valuable in marketing.

Jay Schwedelson [35:00]: "I wasn't even planning on sharing this ridiculousness, but I just went on a trip over the holidays with my family... I lost 7 pounds in 48 hours, which was fantastic because when you go into a big trip, you can eat whatever you want."

Jay recounts his unexpected bout of illness just before a family trip to Japan. Despite severe vomiting and feeling unwell, he managed to catch a flight solo, determined to join his family in Tokyo. His adventure highlights the unpredictable nature of both personal and professional endeavors, reinforcing the need for flexibility and perseverance.

Jay Schwedelson [30:45]: "By the time this flight lands in Tokyo, you have to be better somehow, some way."

This story serves as a metaphor for overcoming challenges in marketing—where persistence and quick thinking can lead to successful outcomes even in the face of adversity.

Conclusion

Jay Schwedelson’s insights in this episode provide marketers with actionable strategies to enhance their email campaigns through effective subject line techniques. By leveraging personalization, creating urgency, employing creative formats, and avoiding detrimental language, marketers can significantly improve their email open rates and overall engagement.

Listeners are encouraged to implement these tactics to stay competitive and achieve remarkable results in their marketing endeavors.

Notable Quotes with Timestamps:

• "There's almost no other marketing vehicle on planet earth where there's an equal playing field." — Jay Schwedelson [00:00]
• "When somebody sees the company name that they work at, like, ‘Oh, this is about my company,’ I gotta check it out." — Jay Schwedelson [05:30]
• "If you're a consumer marketer, 'This will sell out today' incorporates both FOMO and specificity." — Jay Schwedelson [10:15]
• "Capitalizing a single word in the middle of the subject line... grabs the reader's attention without triggering spam filters." — Jay Schwedelson [20:00]
• "Nobody wants to be told to learn anything. Using words like 'Learn' or 'Discover' at the beginning of your subject line can turn recipients off." — Jay Schwedelson [25:30]
• "By the time this flight lands in Tokyo, you have to be better somehow, some way." — Jay Schwedelson [30:45]

This comprehensive summary encapsulates the key discussions, strategies, and personal anecdotes shared by Jay Schwedelson in episode 258 of "Do This, NOT That!" making it a valuable resource for marketers seeking to enhance their email subject line effectiveness.