Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson" | Ep. 337

Release Date: May 21, 2025
Host: Jay Schwedelson
Presented By: Marigold

1. Introduction

In Episode 337 of "Do This, NOT That!" hosted by Jay Schwedelson, listeners are treated to a blend of insightful marketing strategies and unexpected segments, including a unique foray into dating advice. The episode primarily focuses on the current landscape of email marketing performance, offering data-driven insights and actionable tactics to navigate the challenges presented by economic uncertainties.

2. Email Marketing Performance Decline

Timestamp: [00:02] - [05:30]

Jay begins by addressing a pressing concern among marketers: the noticeable drop in email performance metrics over recent months. Responding to a question from Jared in Somerville, Massachusetts, Jay acknowledges that many marketers are experiencing similar declines.

Key Points:

• Economic Uncertainty Impact: Jay emphasizes that the prevailing economic uncertainties are causing both businesses and consumers to alter their purchasing and engagement behaviors.

• Vanity Metrics Are Insufficient: He advises marketers to move away from vanity metrics such as open rates and database size, which do not directly contribute to revenue generation in challenging times.

• Engaged vs. Non-Engaged Contacts:

  • Non-Engaged Contacts: Contacts who haven’t interacted (opened or clicked) with emails in over 120 days are seeing a 15% decline in open rates and a 20% decline in click-through rates.
  • Engaged Contacts: Conversely, focusing on contacts who have interacted within the last 120 days has resulted in a 15% increase in both open and click-through rates.

Notable Quote:

"Vanity metrics are not going to ring the bell. You're not going to drive revenue with vanity metrics during these uncertain times." — Jay Schwedelson [02:45]

Takeaway: In uncertain economic climates, prioritizing engaged contacts over the entire database is crucial for maintaining and improving email performance metrics.

3. Effective Current Tactics in Email Marketing

Timestamp: [05:30] - [14:00]

Jay delves into specific tactics that are currently yielding positive results in email marketing:

• Weekend Email Performance:
  • Sunday Emails: Significant uptick in engagement, with consumer email click-through rates increasing by 20% year-over-year and B2B emails by 35% year-over-year.
  • Strategic Sending: Instead of viewing weekends as inferior to weekdays, Jay advocates for a balanced strategy that incorporates both.

Notable Quote:

"If you're not sending on the weekends, you're missing the boat." — Jay Schwedelson [07:15]

• Flash Sales and Urgency-Driven Promotions (Consumer Side):

  • 24-Hour Flash Sales: These aggressive, time-limited offers are seeing a 20% rise in engagement.
  • Applicability Across Segments: Effective even in the SMB category and for businesses offering coaching or masterclasses.

• Webinars (Business Side):

  • Friday Webinars: Increase in show-up rates by 25% year-over-year, making Fridays an optimal day for hosting webinars.

Takeaway: Adopting weekend campaigns, leveraging flash sales, and strategically scheduling webinars can enhance engagement and performance in current marketing efforts.

4. Focused Strategy During Uncertainty

Timestamp: [14:00] - [16:00]

Jay underscores the importance of a focused marketing strategy during times of uncertainty. He reiterates that marketers should lock in and prioritize engaged contacts—those who already have a relationship with the brand and are more likely to convert.

Notable Quote:

"This is the time where you want to lock in and focus on your engaged contacts. Those people that care about you, that know you, that have bought from you before because they're the best potential." — Jay Schwedelson [14:45]

Takeaway: Maximizing revenue in uncertain times hinges on deepening relationships with existing engaged contacts rather than attempting to revive inactive segments.

5. Ridiculous Section: Dating Advice

Timestamp: [16:00] - [24:30]

In an unexpected twist, Jay transitions to a "Ridiculous" segment where he addresses dating questions submitted by listeners. Despite identifying himself as inexperienced in dating, Jay offers straightforward, no-nonsense advice.

Questions and Responses:

1. "What do you do when someone is perfect on paper but boring in real life?"

   • Jay’s Response: If someone is boring in real life, their perceived 'perfection' is irrelevant. He emphasizes that one cannot make someone interesting and suggests it's best to recognize the disconnect and move on.

   Quote:

   "Perfect on paper just means... if they're boring, they're boring. And you can't unboring somebody." — Jay Schwedelson [18:30]

2. "What's the etiquette when your friend is dating someone terrible and asks you for your honest opinion?"

   • Jay’s Response: If the friend is deeply invested, they might be seeking affirmation rather than honest critique. However, if the friend is uncertain about the relationship, honesty is warranted.

   Quote:

   "If the person is on the fence... give your real opinion. But if the person's totally head over heels, then you just got to rock with that." — Jay Schwedelson [21:10]

3. "How do I say I don't want to go to their friend's wedding when we've only been dating for two months?"

   • Jay’s Response: Attendance is a reflection of the relationship’s status. If invited and interested, it signifies a positive step. Reluctance indicates a need to reassess the relationship.

   Quote:

   "It's a litmus test on, hey, do I even like this person? And if you don't like the person, get out of it. Life's too short." — Jay Schwedelson [23:05]

Takeaway: Jay’s candid advice encourages individuals to prioritize genuine connections and honesty in their relationships, aligning well with his straightforward approach to marketing.

6. Conclusion and Final Thoughts

Jay wraps up the episode by promoting an upcoming virtual event, Eventastic, highlighting its relevance for marketers seeking to enhance their skills and network. He reiterates the importance of focusing on engaged contacts and effective email marketing strategies as businesses navigate through uncertain times.

Overall Insights:

• Data-Driven Focus: Leveraging current performance data to adjust marketing strategies is essential for sustained success.

• Engagement Over Quantity: Prioritizing quality engagement over sheer volume can lead to better conversion rates and ROI.

• Adaptability: Embracing tactics that align with current consumer behaviors, such as weekend emails and flash sales, can provide a competitive edge.

Encouragement: Jay encourages listeners to subscribe for more actionable tips and to engage with the podcast through reviews and participation in future events.

Key Takeaways

• Prioritize Engaged Contacts: Focus marketing efforts on individuals who have recently interacted with your content to maximize engagement and conversions.

• Embrace Weekend Campaigns: Utilize weekends for email sends, especially Sundays, to tap into higher engagement rates.

• Leverage Urgency in Promotions: Implement flash sales and time-limited offers to drive immediate action and increase engagement.

• Honesty in Communication: Whether in marketing or personal relationships, maintaining honesty and focusing on genuine connections yields better outcomes.

This episode of "Do This, NOT That!" offers a balanced mix of practical marketing strategies backed by data and unexpected personal insights, providing listeners with a comprehensive toolkit to enhance their marketing endeavors while also entertaining them with relatable content.