Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: Ep. 319 - Ask Us ANYTHING❓ Email Pre-Header Tips and Tricks! ➕ Paris Hilton vs. Jason Bateman?
Release Date: April 30, 2025
Host: Jay Schwedelson
Presented By: Marigold

Introduction

In Episode 319 of "Do This, NOT That," hosted by Jay Schwedelson and presented by Marigold, listeners are treated to an engaging "Ask Us Anything" format. This episode delves into critical email marketing strategies, particularly focusing on the optimization of email pre headers, and ventures into the behind-the-scenes efforts involved in securing high-profile celebrities for the upcoming Guru Conference. Jay adeptly balances technical marketing insights with entertaining anecdotes, ensuring the content is both informative and enjoyable.

Segment 1: Mastering Email Pre Headers

Question from Dave (Rochester, New York): “Do pre headers even matter in email marketing?”

Jay Schwedelson addresses this fundamental question with enthusiasm and depth, emphasizing the pivotal role pre headers play in email marketing success.

Understanding the Pre Header

• Definition & Importance:
  Jay defines the pre header as "that second subject line" — the subtle gray text that appears below the main subject line in email previews. He underscores its significance, stating,

  “[00:03:45] The pre header is very, very valuable real estate and it is one of the deciding factors of why somebody is or is not opening up one of your emails.”

• Common Pitfalls:
  He cautions against outdated practices, such as using generic messages like "If you're having trouble viewing this, click here," labeling them as "ridiculous" and ineffective (00:05:12).

Actionable Pre Header Strategies

1. Leverage Continuation Words:
   Jay reveals that starting pre headers with words like AND, BUT, or PLUS can boost open rates by over 10% (00:07:30). These words serve as subconscious hooks, enticing readers to continue engaging with the email content.

   • Example:
     Subject Line: "25% Off the Latest Fashions"
     Pre Header: "AND This Special Bonus Discount Awaits You!"

2. Emphasize with Capitalization:
   He recommends capitalizing these key words to make them stand out, enhancing visibility and impact (00:09:15).

3. Incorporate Emojis:
   Contrary to the belief that emojis are only suitable for casual or consumer-focused emails, Jay advocates for their use in all types of marketing. He points out that emojis can significantly enhance pre headers, sometimes even outperforming those placed in subject lines (00:11:40).

   • Tip: Utilize relevant emojis like check marks or calendars to maintain professionalism while adding visual appeal.

4. Use Bookend Emojis:
   Placing the same emoji at both the beginning and end of a pre header can elevate open rates by approximately 15% (00:13:55). This technique makes emails noticeably stand out in crowded inboxes.

5. Experiment with White Space:
   Jay introduces the unconventional strategy of omitting the pre header entirely. While over 95% of promotional emails utilize pre headers, occasionally leaving them blank can create striking visual contrast, potentially increasing open rates by making the email pop visually (00:16:20).

Debunking Myths

Addressing concerns about recent updates to email platforms, Jay clarifies that the majority of users have not adopted changes that minimize the impact of pre headers. He states,

“[00:18:05] Less than 10% of mail app, iPhone, mail app users have upgraded and using all the new garbage that's in the Apple Mail update.”

Thus, pre headers remain a critical component of effective email marketing.

Segment 2: Securing High-Profile Celebrities for Guru Conference

Question from Nancy (Iowa): “How did you arrive at Nicole Kidman for speaking at your Guru Conference, and what other celebrities were you trying to get?”

Jay transitions seamlessly from technical email marketing advice to sharing the exciting process behind booking star guests for the Guru Conference.

The Celebrity Booking Journey

1. Initial Aspirations:
   Jay shares the brainstorming process, highlighting initial targets like Paris Hilton and Nicole Richie. The theme for the year's conference centered around the "90s versus 2000s," aligning with Paris Hilton's iconic "Simple Life" show (00:21:10).

2. Challenges Faced:

   • High-Profile Targets Unavailable:
     Efforts to enlist heavyweights like The Rock and Jason Bateman proved futile due to their unavailability. Jay remarks with humor,

     “[00:23:45] We couldn't track [The Rock] down. And Jason Bateman was totally unavailable.”

   • Exploring Alternatives:
     They also considered Sean Hastings from "Will & Grace," recognizing his comedic talent. However, the pursuit of even bigger names led them to focus on Nicole Kidman.

3. Success with Nicole Kidman:
   Defying initial skepticism, Nicole Kidman agreed to speak at the event, exceeding Jay's expectations. His genuine excitement is palpable as he exclaims,

   “[00:26:30] She was like, yeah, I'm in. I'm like, this is amazing.”

Previous Esteemed Guests

Jay reflects on past successful bookings, mentioning Sarah Jessica Parker and Martha Stewart as influential speakers who contributed significantly to the conference's reputation.

Conclusion

Jay Schwedelson wraps up the episode by encouraging listeners to apply the discussed email pre header strategies to enhance their marketing efforts. He expresses gratitude for the engaging questions and underscores the value of continuously testing and optimizing marketing tactics. Additionally, Jay promotes the upcoming virtual Guru Conference, inviting listeners to participate in what promises to be a high-caliber event featuring top-tier marketing experts and celebrities like Nicole Kidman.

Notable Quotes

• On Pre Headers' Importance:
  “The pre header is very, very valuable real estate and it is one of the deciding factors of why somebody is or is not opening up one of your emails.”
  [00:03:45]

• On Using Continuation Words:
  “If you start your pre header with AND, BUT, or PLUS, the percentage of people opening up your emails goes up by over 10%.”
  [00:07:30]

• On Booking Nicole Kidman:
  “She was like, yeah, I'm in. I'm like, this is amazing.”
  [00:26:30]

Additional Resources

• Register for Guru Conference: Visit guruconference.com for free registration and to secure your virtual seat.
• Access Virtual Marketing Events: Explore guruevents.com for more insights and events featuring top marketers like Daymond John and Martha Stewart.

This episode of "Do This, NOT That" offers a blend of strategic marketing advice and behind-the-scenes glimpses into event planning at the highest levels. Whether you're looking to refine your email marketing tactics or curious about orchestrating high-profile events, Jay Schwedelson provides invaluable insights and actionable tips to elevate your marketing game.