Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: What’s Up THIS WEEK: Email Fails, Taylor Swift Wedding News? Email TIP! 🎁 What's Up This Week | Ep. 461
Date: December 9, 2025
Host: Guru Media Hub
Episode Overview
This episode delivers Jay Schwedelson’s signature blend of quick marketing insights, practical email marketing tips, and a dash of pop culture analysis. The host dives into inventive holiday marketing tactics, a cautionary email marketing fail, cutting-edge email personalization strategies, and weighs in on trending pop culture—from Netflix picks to the surprise of an AI-generated country hit topping the charts.
Key Discussion Points & Insights
1. Creative Holiday Marketing from Lowe’s
[00:16–01:45]
-
Snooping and Gift Discoveries: Jay opens with an amusing anecdote about holiday gift snooping, referencing a Lowe’s survey that found 57% of kids found or opened their presents early.
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Lowe’s Loyalty Campaign: Lowe’s responded by creating “giant boxes” for their loyalty members that feature misleading labels (e.g., “coffee maker”) to stash real presents, keeping gifts hidden from curious family members.
- Insight: Tying quirky consumer behaviors into branded solutions can boost loyalty and engagement.
- Quote:
“So what they did … they made these giant boxes for loyalty members only … and you shove your presents in these boxes so nobody wants to open those.” (01:00)
-
Gen Alpha Gift Obsession: The survey hilariously reported that kids ask about holiday presents an average of 51 times per season.
2. Email Marketing Fail: When Edgy Goes Wrong
[01:45–03:08]
- Suit Company Blunder:
Jay recounts a notorious email subject line used by a suit company striving for an “edgy” Black Friday campaign:
“Grow the f--k up and buy a suit.” - Public Fallout:
The email went viral for the wrong reasons, with backlash reaching the New York Post and resulting in a company-wide apology from the CEO by that evening. - Lesson:
Edgy humor and strong language in subject lines often backfire and can alienate rather than attract.- Quote:
“Why don’t we put the F word in our subject line and insult everybody? Because that’s gonna get people to want to buy a suit. What is wrong with people?” (02:46)
- Quote:
3. Actionable Email Tip: Double Personalization in Subject Lines
[03:08–04:34]
- What is “Double Personalization?”
Jay introduces “double personalization”—combining two relevant attributes in the subject line to target recipients more specifically (e.g., “Pet parents of anxious dogs,” “Mid-market CMOs Q1 pipeline fix”). - Examples:
- “Home cooks who meal prep”
- “Beauty fans with sensitive skin”
- “Finance teams at high growth startups”
- Proven Results:
- Consumer open rates ↑ 29%
- B2B open rates ↑ 24%
- Strategic Advantage:
More granular targeting leads not only to higher open rates but also to more qualified, conversion-ready leads.- Quote:
“The sooner you tell somebody who they are, the faster they want to engage. … With double personalization, [the recipient thinks] wow, this is really for me.” (04:08) - Pro Tip:
Even if click-through rates are lower overall, those who do engage are highly relevant prospects.
- Quote:
4. Pop Culture Check-in
[04:34–06:48]
a. Netflix & TV Picks
- Jay revisits his review of The Beast in Me (Netflix, Claire Danes), confessing he’s changed his mind after bailing early and receiving flak.
- Quote:
“I need to undo what I said. I was wrong … It’s very good. The Beast in Me is very good with Claire Danes.” (05:20)
- Quote:
- Admits he has yet to get into Stranger Things.
b. Taylor Swift & Travis Kelce’s Rumored Wedding
- Acknowledges swirling rumors (wedding date set for June 13, 2026, in Rhode Island), but is unimpressed.
- Quote:
“Do I care about this yet? No, I don’t. Hit me up June 12th. We’ll see what’s going on.” (05:53)
- Quote:
c. Music Industry Shake-Up: AI Hits #1
- AI Song Topping Country Charts:
- “Walk My Walk” by Breaking Rust, an AI-generated artist, hit #1 on the Billboard US Country Singles Chart.
- Jay questions the fairness and future of AI music on traditional charts.
- Quote:
“This was not made by a human … I think we gotta do something. … I don’t think we should allow AI generated songs to be factored in to the charts.” (06:23) - Concern:
AI music can “take jobs away from people.”
- Quote:
Notable Quotes & Memorable Moments
- “If you are [a holiday gift snooper], you stink.” (00:20)
- “[The suit company’s email] blew up sideways. The New York Post picked it up. … What is the meeting that goes on there?” (02:09)
- “This idea is great … Double personalization … you may get a lower open rate, lower click-through rate by doing this, but anybody that reacts … is so much further down the funnel.” (04:27)
- “I hope you’re having a great start to the holiday time of year. … I kind of grind right until about the 20th. That’s really when I try to push as hard as I can.” (07:00)
Timestamps for Key Segments
- 00:16–01:45 — Lowe’s clever holiday marketing (survey & loyalty campaign)
- 01:45–03:08 — Email marketing fail: suit company’s offensive subject line
- 03:08–04:34 — Email tip: Double personalization in subject lines (with stats & examples)
- 04:34–05:53 — Streaming TV: “The Beast in Me” & “Stranger Things” talk
- 05:53–06:23 — Taylor Swift & Travis Kelce’s wedding rumors
- 06:23–06:48 — Billboard charts: AI-generated country song controversy
Tone & Style
Jay maintains a witty, conversational, and slightly irreverent tone—mixing genuine marketing advice with personal anecdotes and cultural commentary. The guidance is practical and up-to-date, balanced by humor and the occasional (self-)roast.
Takeaways
- Creative campaign ideas (see Lowe’s) can earn goodwill and engagement if they tap into real behaviors.
- “Edgy” does not always equal effective: push the boundaries with caution, especially in public-facing marketing collateral.
- Leveraging double personalization in email subject lines can substantially increase open and conversion rates.
- The rise of AI-generated content is becoming a major disruptor—especially for music and entertainment.
- Showing flexibility and admitting when you’re wrong (as with TV recommendations) builds credibility and connection with your audience.
For listeners (and marketers) who want sharp, actionable ideas with a dash of culture: this episode delivers value, laughs, and plenty of “don’ts” to save you from your next campaign blunder.
