Podcast Summary

Episode Overview

Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson | Presented By Marigold
Episode: SPECIAL SERIES => The Right Amount of Emails to Send! (Relevancy = Frequency) | Bathroom Break #77 COLLAB: The Marketing Millennials + Do This, Not That | 428
Date: October 13, 2025
Host(s): Jay Schwedelson and Daniel Murray
Theme:
This special “Bathroom Break” mini-episode features a lively, no-fluff discussion between Jay Schwedelson (Do This, Not That) and Daniel Murray (The Marketing Millennials) about a perennial marketer’s dilemma: How many marketing emails should you actually send? The hosts bust common myths, drop tactical advice, and dig into the real relationship between email frequency, relevancy, and engagement—especially as the holiday season looms.

Main Discussion Points & Insights

1. Intro & Episode Context: [00:01 – 01:32]

• The "Bathroom Break" format is a fast, 10-minute snackable session for marketing tips.
• Jay jokes about dodging VIP dinners—highlighting marketers’ keep-it-real personalities.

2. The Real Answer to Email Frequency: [01:36 – 03:30]

• Everyone worries they send too many emails—but you’re probably not sending enough.
  • Jay’s core message: Whether you’re B2B, nonprofit, or DTC, most marketers aren’t sending enough.
  • Quote:

    “Everybody thinks they send too much to their list... You’re actually not sending enough email. I know that sounds ridiculous.”
    — Jay [01:53]

• Data-backed insight:
  • Sending at least five emails per month correlates with a 20% higher average open rate.
  • Reason: Inbox presence and engagement help boost sender credibility; not enough emails mean you’re more likely to be filtered out.

3. The "Best Time" Email Myth: [03:31 – 04:59]

• The concept of a universal "best day/time" is outdated.

  • Jay challenges the obsession with Tuesday at 10AM:

    “I hate when people say the best day for my emails is Tuesday at 10am… Different populations within your database interact with email at different times.”
    — Jay [02:11]

  • Key insight: Mix up send times to reach various subscriber segments.

• Testing and AI advancements:

  • Daniel points out that some ESPs/marketing automation platforms use AI to deliver emails at each recipient’s optimal moment.
  • If you don’t have AI, vary your send times and focus on sending content people recognize and value.

• Content matters more than send time:

  “What matters more is putting out good content people want to open and having a good…subject line and who you are showing up in the inbox actually matters more than send time.”
  — Daniel [04:26]

4. Unsubscribes Are Not Your Enemy: [05:00 – 07:40]

• “Why did unsubscribes spike? Was it that one extra email?”
  • Jay explains that sending less doesn’t mean fewer unsubscribes or better business outcomes.
  • Unsubscribes often increase when you finally stand out or reach disengaged list members (e.g., by testing a new emoji or A/B subject line).

    “You might say, Jay and Daniel have no idea what they're talking about. But that's not what happened. What happened was for the first time in a long time, the people in your database noticed the email…”
    — Jay [05:32]

• Unsubscribes can be positive (housekeeping your list to focus on engaged fans).
  • Daniel shares real experiences of people unsubscribing because of life changes, not excessive frequency.
  • The focus should be on keeping your true fans engaged, not being afraid to lose disinterested subscribers.

5. Relevancy + Frequency = Gold: [07:41 – 08:25]

• Jay’s core principle:

  “Relevancy and frequency are married together… Are you being relevant? If you're being relevant, you could be more frequent. If you're being irrelevant, then you suck and you should send out less.”
  — Jay [07:43]

• Personalization is content-driven—not just ‘Hello [Name].’
  • Daniel notes personalization is about relevant content, not superficial tactics.

Key Takeaways & Practical Advice

• Send More, Not Less: Most marketers under-email. Don’t fear increased frequency if your content is good.
• Mix It Up: Test various send days/times—your list isn’t monolithic.
• Leverage Automation & AI: Use platform features that optimize send times at the subscriber level, if available.
• Don’t Fear Unsubscribes: Unsubscribes can be healthy—they indicate list hygiene and help you focus on your real audience.
• Focus on Relevancy: Frequency only works when paired with good, relevant content.
• Personalization Goes Deeper Than A Name: Tailor your actual content, not just the subject line or greeting.

Notable Quotes & Memorable Moments

• Jay: “You can’t send out less and get more business… The reason you’re getting unsubscribes is because people find your content epically boring.” [04:59]
• Daniel: “What matters more is putting out good content people want to open and having a good…subject line and who you are showing up in the inbox…” [04:26]
• Jay: “Relevancy and frequency are married together… If you’re being relevant, you could be more frequent. If you’re being irrelevant, then you suck and you should send out less.” [07:43]
• Daniel: “The closer you get to your, like, real audience is better than having people go off your list. So the people, the raving fans you are, you should care about.” [06:56]

Bonus Banter: Parenting & Caffeine

• The last few minutes [08:25 – 09:42] feature light banter on new parent sleep deprivation and conference plugs, highlighting the hosts’ relaxed, humorous rapport.

Timestamps for Important Segments

• 00:01 – 01:32: Intro, “Bathroom Break” format, Jay’s conference story
• 01:36 – 03:30: How many emails to send? Frequency misconceptions and data
• 03:31 – 04:59: The “best time” myth; AI and testing; content over timing
• 05:00 – 07:40: Unsubscribes, why they happen, and why they’re not a bad thing
• 07:41 – 08:25: Relevancy and personalization; marrying frequency to quality
• 08:25 – 10:09: Fun banter, conference plugs, closing

Conclusion

This punchy episode demystifies the fear of emailing “too much.” Jay and Daniel argue that relevant, high-quality content—sent MORE frequently and at varied times—is the way to maintain inbox presence, engagement, and ultimately, business growth. Don’t fixate on finding the “perfect” send time or getting hung up on unsubscribes; instead, double down on serving your real, loyal audience.

Catch the next Bathroom Break for more real-world marketing wisdom from the duo!