Podcast Summary: "Do This, NOT That: Marketing Tips with Jay Schwedelson | SPECIAL SERIES ==> How & Why YOU Need an EMAIL NEWSLETTER Now! 📰 | BATHROOM Break #41"

Release Date: February 10, 2025
Hosts: Jay Schwedelson (Do This, Not That Podcast) and Daniel Murray (Marketing Millennials)
Presented By: Marigold

Introduction to the Bathroom Break Series

In this special episode of the "Bathroom Break" series, hosts Jay Schwedelson and Daniel Murray collaborate to deliver concise yet powerful marketing insights tailored for busy professionals. The episode focuses on the critical topic of email newsletters, exploring both the why and the how of integrating newsletters into your marketing strategy.

The Importance of Email Newsletters

Establishing Ownership and Voice

Daniel Murray emphasizes the significance of an email newsletter as an "owned asset" in the fluctuating landscape of social media. He states, “Your email database is the most important thing because it's your owned asset. You don't lose it, it can't get banned” (02:19). Beyond ownership, newsletters help in establishing a consistent voice for your brand. They serve as a medium to articulate and present information continuously, fostering a relationship with your audience that isn't tied to the transient nature of social media algorithms.

Building Trust and Expertise

Jay Schwedelson adds that newsletters are "the ultimate trust builder," highlighting their role in demonstrating expertise and providing consistent value. By delivering high-quality content regularly, newsletters position you as a trusted resource in your niche, which in turn makes your audience more receptive to future promotions and product offerings (03:37).

Building and Maintaining a Newsletter

Strategic Foundation

Daniel advocates for starting a newsletter early, regardless of your current assets like podcasts or events. He explains, “You almost want to create this newsletter... not for what you're doing today, but for all the things that you have absolutely no idea that you're going to be doing a year from now” (04:46). This forward-thinking approach ensures that you have a dedicated channel to promote future initiatives, providing a sustained platform for audience engagement.

Content as a Multi-Channel Asset

Jay points out that newsletters can serve as a content engine, feeding into various other platforms. He mentions, “It's a way to distribute your ideas, but also it's a way to distribute things in a medium that other people consume” (06:01). Content from newsletters can be repurposed into blog posts, social media updates, podcast segments, and more, maximizing the reach and utility of each piece of content.

Content Strategies for Newsletters

Actionable and Entertaining Content

Both hosts stress the importance of making newsletter content both actionable and entertaining. Jay advises, “Is it actionable enough? Is it giving tips that are helping someone be better at their job” and “Is it entertaining? Cause nobody just wants you to put out boring ass content” (07:52). The goal is to ensure that each newsletter provides tangible value while engaging the reader's interest, preventing the content from becoming mundane or purely promotional.

Maintaining a Compelling Structure

Daniel likens the email experience to a chain, where each element must hold the reader's attention. He emphasizes starting strong with a captivating subject line and pre-header, followed by compelling headlines and initial content blocks: “If any of the chain at the start is not compelling, you lose them” (08:58). By placing the most interesting and valuable information at the beginning, you increase the likelihood that readers will engage with the entire newsletter.

Growing Your Newsletter Audience

Proactive Subscription Strategies

Daniel shares practical tactics for expanding your subscriber base, such as integrating subscription prompts into every client call. He mentions, “I have a newsletter, would you want me to subscribe you to the newsletter?” and highlights the effectiveness of this approach in attracting the right audience (11:05). This method ensures that your newsletter reaches individuals who are already interested in your services, enhancing the quality of your subscriber list.

Utilizing Website Pop-Ups

Jay recommends using pop-up forms on your website to capture email addresses from visitors. He explains, “It's easy, it's free, you're giving that free value. You're getting emails which you don't know 98% of the people coming to your website” (10:07). This tactic not only grows your email list but also allows you to gather first-party data, enriching your understanding of your audience and enabling more personalized marketing efforts.

Common Mistakes to Avoid

Neglecting Engagement and Quality

Daniel warns against the pitfall of treating newsletters as mere checkboxes. “If you are checking the box that, okay, we have a newsletter... It's the worst experience ever” (06:48). A disengaged and poorly crafted newsletter can damage your brand’s reputation, making it essential to prioritize quality and reader engagement over mere consistency.

Avoiding Boring Content

Jay reinforces the necessity of avoiding dry, uninspired content. He encourages creators to ask, “why someone would read your newsletter and why should this even exist?” and to focus on delivering unique, niche-specific, and entertaining content that stands out in the crowded inbox space (07:52).

Conclusion and Final Tips

As the episode wraps up, Jay and Daniel reiterate the multifaceted benefits of maintaining an email newsletter—from building trust and demonstrating expertise to serving as a versatile content hub. They encourage marketers at all levels to invest time and resources into crafting engaging, value-driven newsletters that resonate with their audiences.

Key Takeaways:

• Ownership: An email newsletter is a valuable, owned marketing asset.
• Consistency: Regular newsletters build trust and establish your brand voice.
• Content Quality: Focus on actionable and entertaining content to keep readers engaged.
• Audience Growth: Utilize proactive strategies like subscription prompts and website pop-ups.
• Avoid Common Pitfalls: Prioritize engagement and avoid treating newsletters as mere obligations.

By adhering to these principles, marketers can harness the full potential of email newsletters to drive sustained growth and foster meaningful connections with their audiences.

Notable Quotes:

• Daniel Murray (02:19): “Your email database is the most important thing because it's your owned asset. You don't lose it, it can't get banned.”
• Jay Schwedelson (03:37): “It's the ultimate trust builder. Shows that you understand the topic.”
• Daniel Murray (04:46): “Create this newsletter... not for what you're doing today, but for all the things that you have absolutely no idea that you're going to be doing a year from now.”
• Jay Schwedelson (06:01): “It's a way to distribute your ideas, but also it's a way to distribute things in a medium that other people consume.”
• Daniel Murray (08:58): “If any of the chain at the start is not compelling, you lose them.”
• Jay Schwedelson (07:52): “Is it actionable enough? Is it giving tips that are helping someone be better at their job? Is it entertaining?”

For more marketing insights and to subscribe to the newsletters mentioned, visit Marigold.