Podcast Summary

Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: SPECIAL SERIES ==> Subject Line TESTS You Haven’t Tried! <== | BATHROOM Break #96 COLLAB: The Marketing Millennials + Do This, Not That
Release Date: February 23, 2026
Host(s): Jay Schwedelson (Do This, Not That/subjectline.com), Daniel Murray (The Marketing Millennials)

Episode Overview

This “Bathroom Break” special is a rapid-fire collaboration between Jay Schwedelson and Daniel Murray, designed for marketers seeking quick, actionable tips—perhaps while on a bathroom break! The episode focuses on unconventional and experimental email subject line tests that can significantly impact open rates—beyond the obvious or typical advice. Their discussion is lively, anecdotal, and loaded with practical ideas grounded in behavioral psychology and real-world testing.

Key Discussion Points & Insights

1. The Value of Subject Line Testing (02:03)

• Jay opens with a controversial stance: Email opens do matter, as "if you don't get your emails opened, who cares what's in your email?"
• The hosts argue that both opens and clicks are important, but nothing happens if the email isn't opened first.

2. Experimental Subject Line Techniques

A. All CAPS & Capitalization Tricks

• Daniel: "One thing that I've been trying that has worked really well is all capsing the subject line." (02:43)
  • Surprising bump in open rates (“by like 3 or 4% percentage points”).
  • Can look "kind of scary in the inbox," but worth testing.
• Other capitalization variants: Capitalizing a single impactful word or using no caps at all to stand out.
  • Jay: "No capitalization. All capitalization are great examples of that…what is the type of subject line that AI would never tell you to do?" (04:16)

B. Consistent Emoji Usage

• Daniel: Advocates for using the same emoji in every subject line for brand recognition, especially effective for newsletters. (02:59)

C. Pattern Interruption for Attention

• Jay: "Pattern interruption, meaning…if you can get some sort of pattern interruption moment with your subject line, it really does help." (04:33)
  • Examples: “Wait, this worked?”, “Okay. This surprised me.”
  • Purpose: Make people pause mid-scroll and spark curiosity.

D. Numbers & Timeliness

• Daniel: "Your tip that you've always talked about, adding a number in this at the beginning, works like a charm." (05:19)
  • E.g., “5 tips…”, "2026" in subject lines ("might have like a month or two more of that"—hints at trend lifespan).

E. Relevancy and Pop Culture

• Daniel: Subject lines directly referencing the audience—marketers, or referencing a trending/pop culture moment, increase resonance. (05:32)

F. Accidental Internal Reveal

• Jay: Introduces the concept of “accidental internal reveal." (06:04)
  • E.g., “We forgot to end this,” “The pricing team is gonna hate this.”
  • Gives recipients a feeling of “insider” information, even if manufactured.

G. Reverse Psychology

• Jay: Use "not for advanced marketers," or "ignore this if your conversions are strong" to pique curiosity and ego. (06:28)

H. Curiosity and Incomplete Sentences

• Daniel: “Not giving away what my email is about in the subject line…you want them to…give a taste of what it is but not the full serving.” (07:20)
• Jay: “Half sentence subject lines do well…literally cut it off in the middle of the thought.” (08:25)

Notable Quotes & Memorable Moments

• Jay Schwedelson [04:19]: "What is the type of subject line that AI would never tell you to do? And no capitalization. All capitalization are great examples of that."
• Daniel Murray [02:51]: "I've been doing all caps and it's actually beating the test…by like 3 or 4%."
• Jay Schwedelson [06:10]: "This accidental reveal crushes it in subject lines."
• Daniel Murray [07:23]: "I see subject lines all the time where I know what your email is about. Why am I going to open this?...give me something that I'm curious about."
• Jay Schwedelson [08:25]: "Half sentence subject lines do well…crush it. Because people just want to know what's going to be in there."

Episode Flow & Timestamps

• 00:00-02:03: Light intro, banter about TV recommendations (skip for marketing content)
• 02:03: The importance of email open rates; why subject lines are critical.
• 02:43: Daniel’s recent test results with all-caps subject lines.
• 02:59: The value of emojis and brand recognition.
• 03:49: Jay breaks myths about caps causing spam, and ideas to “defy AI.”
• 04:33: Pattern interruption and subject line psychology.
• 05:00-05:32: Power of numbers, years, and audience-specific language.
• 06:00-06:40: "Accidental internal reveal" and "reverse psychology" strategies.
• 07:20: Importance of not revealing everything in the subject or preheader.
• 08:25: The impact of incomplete/half-thought subject lines.
• 08:30-end: Light wrap-up, banter about TV reboots; call to action for feedback and reviews.

Takeaways for Marketers

• Routine and conventional subject line testing isn't enough; experiment with unconventional capitalization, pattern interruptions, and psychological triggers.
• "Safe" subject lines are less likely to break through inbox fatigue.
• Always seek curiosity, timeliness, and emotional triggers (ego, FOMO, insider feeling) in your approach.
• Test and find your own formula—what works universally shifts over time.

Listener Action Steps

• Try all-caps or no-caps subject lines in your next campaign.
• Test pattern-interrupt phrases and half-sentences.
• Use a consistent emoji, especially for recurring emails/newsletters.
• Experiment with internal-reveal or reverse psychology themes.
• Avoid giving away full context in your subject or preheader; nurture curiosity for stronger open rates.

Connect with the Hosts

• Jay Schwedelson: Do This, Not That Podcast; subjectline.com
• Daniel Murray: The Marketing Millennials Podcast; Reach out on LinkedIn to suggest future topics.

If you're looking to invigorate your email marketing or just want actionable, battle-tested subject line ideas, this episode is a must-listen!