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

Episode: GUEST!! 🚫 The Truth About "SPAM WORDS" in Subject Lines w/ZeroBounce COO Brian Minick | Ep. 473
Date: March 12, 2026
Host: Jay Schwedelson, GURU Media Hub
Guest: Brian Minick, COO at ZeroBounce

Episode Overview

In this engaging and myth-busting episode, Jay Schwedelson welcomes back Brian Minick, COO of ZeroBounce, to clarify common misconceptions and offer grounded advice on email deliverability. The conversation focuses on debunking the fear of “spam words” in subject lines, understanding core deliverability issues, and providing actionable tips for marketers to maximize inbox placement.

Key Discussion Points & Insights

1. The Deliverability Reality Check

• 100% Inbox Myth
  • There is no such thing as 100% inbox placement if you’re mailing to real lists at scale. Individual user actions and platform algorithms create inevitable variance.
  • "100% of anything not possible... unless you're sending emails to yourself." — Brian (02:28)
• Uncontrollable User Behavior
  • User actions (like marking as spam or blocking) influence placement both individually and, over time, at scale.

2. Spam Words: The Truth vs. The Myth

• "Spam Words" in Subject Lines
  • Putting “free” or common sales terms in your subject won’t automatically send you to spam. Only excessive use or clearly explicit/adult language is problematic.
  • "Totally false...if you overdo it, maybe, but generally speaking, no, that's not going to put you in the spam folder." — Brian (04:09)
• Practical Takeaway:
  • Don’t be afraid to use compelling words; focus on value and relevance instead.

3. Unsubscribes Aren’t the Enemy

• Do Unsubscribes Hurt Deliverability?
  • No — in fact, unsubscribes are positive engagement because an open and click occurred.
  • Making it hard to unsubscribe leads users to hit the spam button, which is significantly worse for sender reputation.
  • "Unsubscribes send positive signals... If they don't want your email and they can't unsubscribe, they will mark you as spam and that is way worse than an unsubscribe any day of the week." — Brian (04:51)

4. The Promotions Tab: Friend or Foe?

• Should You Worry About the Promotions Tab?
  • If you’re sending a promotion, that’s exactly where people expect to find it.
  • Trying to “game” the tab is less effective than meeting user expectations.
  • "If you don’t want to be in the promotions tab, don’t send a promotion... people are too offended by this promotions folder." — Brian (05:46)

5. Platform Switching Isn’t a Magic Fix

• Migrating ESPs (Email Service Providers)
  • It’s not a guaranteed fix for deliverability issues.
  • Bad reputation or infrastructure can persist or even worsen if migration isn’t handled with care (i.e., A/B test both platforms during transition).
  • "You can have bad infrastructure... migrating can help you, it can hurt you as well if you don't do it the right way." — Brian (06:56)

6. Dedicated vs. Shared IP Explained

• Definitions & Implications
  • Shared IP: Multiple senders share reputation; bad actors can hurt your deliverability.
  • Dedicated IP: Full control and responsibility; best for larger senders who need reliability.
  • "For most good senders, I would highly recommend you be on a dedicated IP..." — Brian (08:56)
• Practical Threshold:
  • For lists around 50,000, dedicated IPs are usually justifiable. For smaller senders (hundreds), shared IPs make more sense due to financial and practical considerations.
• Hidden ESP Practices:
  • Some ESPs downgrade senders to lower-tier IPs behind the scenes if reputation is hurt, impacting future deliverability.
  • "You'll never have a clue that took place." — Brian (13:26)
• Host Take:
  • Jay argues shared IPs can be advantageous for smaller senders who benefit from “piggybacking” on reputable mail streams, but Brian counters 50,000 is sufficient for dedicated IP value.

7. How to Know What Network You’re On

• Actionable Advice:
  • Check if you’re on a shared or dedicated IP with your provider; this knowledge is crucial for troubleshooting deliverability.
  • "If you don't even know if you're on a shared or dedicated IP, that in and of itself is very important to know..." — Jay (14:03)

Notable Quotes & Memorable Moments

• On dealing with spam words:
  "Stop believing that you can't put words in the subject lines." — Jay (04:34)

• On unsubscribes:
  "Don't make it impossible for people to unsubscribe. You are doing yourself more harm than good." — Brian (04:51)

• On the Promotions tab:
  "If I'm looking for sales and I'm in the promotions tab, what's the problem? That's exactly what I signed up to look for." — Brian (05:46)

• On infrastructure migration:
  "You keep both systems running for a small period of time... try sending half and half off each of those ESPs and get an idea on performance." — Brian (08:03)

• On nerd culture banter:
  "Do we just become best friends?" — Jay quoting Stepbrothers, infusing humor and relatability early (01:46)

Timestamps for Key Segments

• [02:28] – 100% inbox myth and user behavior explained
• [04:09] – Debunking “spam words” in subject lines
• [04:51] – Unsubscribes and their real impact
• [05:46] – The truth about the Promotions tab
• [06:56] – Platform migration and reputation handoff
• [08:56] – Shared IP vs. Dedicated IP debate
• [14:03] – Why you must know your IP status
• [16:21] – ZeroBounce services, tools, and free resources

Resource Highlights

• ZeroBounce Tools:
  Free deliverability checks, blacklist monitoring, data cleaning, and inbox/spam placement tests for marketers at all levels.
• Contact Info:
  • ZeroBounce.net
  • Connect with Brian Minick on LinkedIn (info in show notes)

Episode Tone

• Friendly, humorous, and direct, with a no-nonsense myth-busting approach.
• Jay and Brian riff with light banter, especially around nerd stereotypes, while always returning quickly to deeply practical advice.

Actionable Takeaways for Marketers

• Don’t obsess over “spam words”; focus instead on engagement and list health.
• Make unsubscribing painless to avoid spam complaints.
• Accept the promotions tab if your message belongs there—it’s not bad!
• Changing ESPs is complex—test, don’t rush.
• For lists ~50,000+, consider a dedicated IP; for smaller, shared may suffice.
• Immediately investigate whether you use shared or dedicated IP infrastructure and monitor it.
• Use specialized tools (like those from ZeroBounce) to benchmark and improve your deliverability.

For further resources, Jay Schwedelson’s and Brian Minick’s contact info and ZeroBounce’s free tools are available in the show notes.