Podcast Summary:

Do This, NOT That: Marketing Tips with Jay Schwedelson Presented By Marigold
Episode: What’s Up THIS WEEK: 25% Increase in EMAIL OPENS! And...Avoid doing this with AI! | Ep. 433
Date: October 21, 2025
Host: GURU Media Hub

Episode Overview

This fast-paced episode breaks down timely marketing strategies, focusing on email marketing tactics for October, leveraging Instagram’s evolving features, and critical guidance on using AI-generated content without sacrificing engagement. As always, host Jay Schwedelson mixes in offbeat commentary, ending with a playful pop culture tangent.

Key Discussion Points & Insights

1. Seasonal Tactics for Email Marketing (00:39–05:10)

• October & Early November: A Unique Opportunity
  • Company Name Personalization in Subject Lines (B2B):
    • Personalizing subject lines with the recipient’s company name is especially effective during this time.
    • Data: Over 30% increased open rates now versus other times of year.
    • Examples: "Is ACME at risk?", "New security tips for Acme", or "Is ACME prepared for 2026?"
    • Quote:

      “If you’ve never tested company in the subject line, you’re missing out. But this is the time of year that it does particularly well.” – Jay [01:24]

  • Black Friday Mentions (B2C & SMB):
    • Start referencing ‘Black Friday’ in subject lines ASAP—don’t wait for mid-November.
    • Immediate action yields 25%+ lift in open rates.
    • Timing Tip: The last week of October and first week of November are prime time.
    • Quote:

      “Do not wait for mid November to say Black Friday … literally right now, these next 10 days is when you want to be doubling down.” – Jay [02:23]

  • Key Takeaway: Don’t default to typical marketing cycles—holiday messaging (and consumer readiness) is starting earlier each year.

2. Instagram Reels Are Dominating (05:11–07:11)

• Posts vs. Reels: The Shift
  • Recent studies show Reels reach 30% of users, compared to 13–14% for other post types.
  • Engagement rates on Reels are almost double regular posts.
  • Platform Change: Instagram is updating its UI; Reels will have their own main tab, directly after Stories/Feed.
  • Quote:

    “They’re organizing the app around what people use for it most, which is reels and DMs. So it’s all about reels on Instagram, period, end of story.” – Jay [06:47]

  • Advice: Focus creative effort on Reels, not static posts or carousels, to maximize visibility and engagement.

3. Smarter Use of AI Content Generation (07:12–10:00)

• Issue: Generic AI Language Hurts Performance
  • World Data Research found ChatGPT’s most common content phrases lower marketing engagement by over 15%.
  • The prevalence of “AI wallpaper” (generic, predictable phrasing) is desensitizing audiences.
  • Solution: Use a prompt to “de-AI” your content.
    • Prompt suggestion:

      “Take this copy and rip out anything AI normally gives back that lowers engagement: generic phrases, corporate tone, forced positivity, fake hype, or anything that sounds too polished or predictable.”

  • Key Mindset:

    “We now need to even go further with this idea of un-AIing our writing, because we are all just turning what we’re putting out there into generic garbage.” – Jay [09:15]

• Actionable Takeaway: Incorporate this check BEFORE publishing AI-assisted copy—especially for emails, blogs, landing pages, and social content.

Notable Quotes & Memorable Moments

• On B2B personalization:
  “There’s something about seeing your company in the subject line and it’s getting your mind thinking about what’s coming next, what’s the outlook for the upcoming year...” – Jay [01:17]
• On Black Friday timing:
  “Everything’s starting earlier. I mean, I know you feel you go to Target, Costco, whatever, and it’s almost like it’s already 2026.” – Jay [03:05]
• On AI language fatigue:
  “If you use any of them, you’re dropping by about 15% because it’s like wallpaper when people see it.” – Jay [08:12]
• On Instagram Reels:
  “Stop wasting energy on regular posts… they should all be Reels.” – Jay [05:33]

Fun, Offbeat Segment: Celebrity Social Media Commentary (10:01–12:30)

• Kristen Bell’s "Strange" Anniversary Post
  • Jay riffs on Kristen Bell’s odd Instagram caption referencing Dax Shepard not wanting to kill her despite “heavily incentivized” reasons, using it as an example of quirky (maybe too quirky) public oversharing.
  • Quote:

    “Just write, I love you. 12 years have been amazing. I can’t wait for the next 12 years. What are we doing?” – Jay [11:29]

Important Timestamps

• 00:39–03:05 – Email subject line personalization for B2B and early Black Friday messaging
• 05:11–07:11 – Shift in Instagram strategy: Reels over posts, platform changes explained
• 07:12–10:00 – How to prompt-check and strip AI-generated content to avoid engagement drop
• 10:01–12:30 – Humorous take on celebrity Instagram behavior

Key Takeaways

• Email: Try company name personalization for B2B recipients, and start "Black Friday" subject lines now (late October/early November).
• Instagram: All-in on Reels—you’re losing reach and engagement with anything else.
• AI Content: Don’t trust the first draft from ChatGPT or other AI—actively “de-AI” your copy to remove lazy, generic phrases.
• For Fun: Don’t overthink your anniversary post—and keep your social media authentic.

If you want to level up your marketing game, implement these actionable tips ASAP—and remember: always test, adapt, and don’t sound like everyone else!