MarTech Podcast ™ // Marketing + Technology = Business Growth

Episode Title: How To Increase Email Response Rates
Host: Benjamin Shapiro
Guest: Jay Schwedelson, Founder and CEO of Subjectline.com
Release Date: February 24, 2025

1. Introduction

In this episode of the MarTech Podcast™, host Benjamin Shapiro engages in an insightful conversation with Jay Schwedelson, the founder and CEO of Subjectline.com. Jay brings his extensive expertise in email marketing, particularly focusing on subject line optimization, having tested over 15 million subject lines to aid organizations in enhancing their email campaigns.

2. The Current Landscape of Email Marketing

Jay underscores the enduring allure of email marketing, deeming it "the sexiest thing" in the marketing domain due to its cost-effectiveness and broad reach. He contrasts email with other marketing channels, highlighting that unlike expensive TV ads or ineffective social campaigns, email allows direct communication with an entire audience at minimal cost.

Jay Schwedelson [02:36]: "Email marketing is very sexy. There's no other marketing channel on planet Earth that for relatively no money, basically no money... you can communicate with your entire audience."

3. The Decline of Cold Emails

Benjamin shares his recent decision to abandon cold emailing, expressing skepticism about its effectiveness in today’s marketing environment. Jay agrees, explaining that traditional cold emailing—blasting out messages without prior engagement—is largely ineffective and often leads to emails being relegated to spam folders.

Benjamin Shapiro [03:52]: "I don't think it works anymore."

Jay Schwedelson [04:05]: "The world of cold email really is sort of dead because you can't just go and keep pounding and pounding your database."

4. Navigating Spam Filters

The discussion delves into the challenges posed by modern spam filters. Jay clarifies misconceptions, stating that it’s not merely the content or use of certain words that triggers spam filters, but rather the lack of engagement from recipients. High engagement rates help ensure that emails land in the inbox rather than the spam folder.

Jay Schwedelson [04:56]: "You actually have to send out a lot of email. This is the irony. People think, oh, email's not working for us. We're sending out too much and they start sending out less. That's horrible math."

5. Building a Valuable Email Database

Benjamin emphasizes the importance of an email database as a valuable asset, yet questions its current relevance. Jay advises that instead of merely increasing the volume of emails, marketers should focus on the quality and relevance of their content to maintain engagement and avoid being perceived as spam.

Jay Schwedelson [06:35]: "Your email database is your company's most valuable asset."

6. Crafting Effective Newsletters

A significant portion of the conversation centers on the creation of impactful newsletters. Jay advocates for newsletters that deliver genuine value, such as insightful articles tailored to the recipient's interests, rather than being filled with promotional content. He suggests personalizing newsletters through internal influencers within the organization to foster a more human connection.

Jay Schwedelson [08:21]: "What you are sending out. If you have a newsletter...assist your audience with valuable information...give value to those people that you are sending that out to."

Jay Schwedelson [12:36]: "You need to step out and do something a little bit different. And that's how you win."

7. The Importance of Subject Lines

Subject lines are pivotal in determining email open rates. Jay shares actionable strategies for crafting compelling subject lines, such as:

• Starting with Numbers: "The three pitfalls to avoid..." increases open rates by approximately 20%.

• Using Capitalized Words: Initiating subject lines with words like "NEW" or employing emojis can capture attention effectively.

• Avoiding Boring Prompts: Steering clear of generic terms like "Webinar:" or "Reminder:" which fail to engage recipients.

Jay Schwedelson [17:11]: "Numbers a win. Start your subject line with one to two capitalized words. The word new. Each letter is capitalized. N, E, W or just in colon."

8. The Promotion Tab in Gmail

Jay addresses the misconception surrounding Gmail's Promotions tab, explaining that it is a legitimate part of the inbox and not akin to the spam folder. He reveals that a significant portion of users actively check this tab, presenting a valuable opportunity for marketers to reach engaged audiences.

Jay Schwedelson [18:58]: "The Promotions tab is a wonderful place... On average, people that have their promotions tab activated, 50% of them check it every day."

9. Best Practices for Improving Email Performance

Towards the end of the episode, Jay provides three concise tips to enhance email marketing performance:

1. Avoid Sending Emails on the Hour: Staggering send times prevents emails from getting lost among bulk promotional messages.

2. Diversify Subject Lines: Continuously test various subject line formats (e.g., questions, ellipses) to maintain engagement.

3. Personalize Call-to-Action (CTA) Buttons: Using first-person language in CTAs (e.g., "Save My Spot" instead of "Register") can boost click-through rates by over 25%.

Jay Schwedelson [20:40]: "Number one, do not send your emails out on the hour... number three... write your call to action button in first person."

10. Lightning Round: Quick Tips and Myths

In a rapid-fire segment, Benjamin poses several questions to Jay, addressing topics such as list building versus content marketing, effective list-building strategies, AI-driven personalization, and the use of email templates.

• List Building vs. Content Marketing: Jay recommends prioritizing list-building activities to counteract annual attrition rates in email databases.

• Effective List-Building: Utilizing pop-ups with value exchanges (e.g., discounts) and offering digestible content like checklists and blueprints are effective methods.

• AI-Driven Personalization: While personalization is crucial, Jay advises that current AI applications may be overkill, recommending simple yet effective personalization tactics instead.

• Email Templates: He cautions against over-reliance on templates, advocating for continuous variation in email formats to sustain engagement.

Jay Schwedelson [23:19]: "List building activities, because on an annualized basis, your database will shrink by about 20%."

Jay Schwedelson [26:32]: "Personalization is the key. I don't think that AI personalization is that important."

11. Conclusion and Key Takeaways

Benjamin and Jay conclude the episode by reinforcing the notion that email marketing's effectiveness lies in the meticulous attention to numerous small details. From crafting compelling subject lines to maintaining high engagement through valuable content, each element contributes to successful email campaigns. Jay emphasizes that frequency and relevancy are intertwined, advocating for consistent, high-quality communication to cultivate an engaged and responsive audience.

Benjamin Shapiro [34:34]: "Fundamentally with email marketing, it's death by a thousand cuts. There's lots of little things."

Jay Schwedelson [32:18]: "Frequency and relevancy are married together. So if you think you're sending out too much and it's not working, you're sending out too much garbage."

Key Quotes for Reference

• Jay on Email Marketing's Appeal [02:36]: "Email marketing is very sexy... you can communicate with your entire audience."

• Benjamin on Quitting Cold Emails [03:52]: "I don't think it works anymore."

• Jay on Spam Filters [04:56]: "You actually have to send out a lot of email... send out relevant stuff."

• Jay on Valuable Email Databases [06:35]: "Your email database is your company's most valuable asset."

• Jay on Newsletters [08:21]: "The newsletter should not come from salesforce.com... it should come from a human."

• Jay on Subject Lines [17:11]: "Numbers a win. Start your subject line with one to two capitalized words."

• Jay on the Promotions Tab [18:58]: "On average, people that have their promotions tab activated, 50% of them check it every day."

• Jay on Best Practices [20:40]: "Do not send your emails out on the hour... write your call to action button in first person."

• Jay on List Building [23:19]: "List building activities... your database will shrink by about 20%."

• Jay on AI Personalization [26:32]: "Personalization is the key. I don't think that AI personalization is that important."

Final Thoughts

This episode offers a deep dive into the nuances of email marketing, emphasizing the importance of strategic planning, continuous testing, and authentic engagement. Jay Schwedelson’s expertise provides actionable insights that can help marketers refine their email strategies to achieve higher response rates and drive business growth.

Connect with Jay Schwedelson:

• LinkedIn: Jay Schwedelson
• Instagram: @jschwedelson
• Podcast: Do This, Not That

Stay Tuned with MarTech Podcast™:

• Website: martechpod.com
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