Episode #617: Small Changes That Make Big Differences to Marketing Results with Jay Schwedelson

Released on December 20, 2024

Introduction

In episode #617 of The Agile Brand™ with Greg Kihlström, host Greg Kihlström welcomes Jay Schwedelson, the founder of SubjectLine.com, CEO of Outcome Media, and host of the "Do This, Not That" podcast. The conversation delves into the profound impact of small, strategic adjustments in marketing, particularly within email campaigns, and how these minor tweaks can lead to significant improvements in engagement and results.

Guest Background

Jay Schwedelson shares his journey from running a multifaceted marketing agency, Outcome Media, to specializing in email marketing. Initially struggling to attract clients due to offering a broad range of services, Jay pivoted by focusing on email marketing, leading to the creation of SubjectLine.com. This strategic specialization not only differentiated his agency but also underscored the power of small, focused changes in achieving substantial business growth.

“If I'm not known for something, I'm known for nothing. And then I get nothing.”
— Jay Schwedelson [04:13]

Key Topics and Discussions

1. The Power of Small Changes in Email Marketing

   Jay emphasizes that often, marketers overlook the subtle elements of email marketing that can drastically affect open rates and engagement. By concentrating on the subject line—often the first and only part of an email that recipients view—marketers can implement simple yet effective changes.

   • Subject Line Optimization:
     • Use of Numbers: Starting subject lines with numbers can increase open rates by over 15%.

       “A number as the first character... will lift your open rate by over 15%.”
       — Jay Schwedelson [04:58]

     • Capitalization: Capitalizing the entire first word or phrase grabs attention quickly.
     • Emojis: Incorporating relevant emojis can make the subject line stand out without negatively impacting spam filters.
     • Personalization Beyond Names: Instead of just adding the recipient’s name, personalizing based on industry, job title, or interests proves more effective.

       “Personalization with their Function or title... is really driving massive lift in engagement.”
       — Jay Schwedelson [07:49]

2. Evolving Nature of Email Marketing

   Contrary to the belief that email is a static, legacy channel, Jay points out its dynamic nature. Techniques that once boosted engagement, like first-name personalization, have become saturated and now less effective. He advises marketers to continuously innovate and adapt.

   “Email is not this static channel; it is always changing.”
   — Jay Schwedelson [07:49]

3. Debunking Common Marketing Myths

   Jay addresses prevalent misconceptions that hinder effective email marketing:

   • Open Rates are Useless: While exact numbers may be inflated due to bots and automated processes, open rates remain valuable as directional metrics to gauge the effectiveness of different strategies.

     “Open rates are a directional metric. They tell you which strategy is working better.”
     — Jay Schwedelson [12:39]

   • Spam Trigger Word Lists: Modern spam filters prioritize engagement over specific keywords. Overused words like "free" can actually enhance engagement and keep emails in the inbox.

     “The reason you stay in the inbox versus go the junk or spam folder is based on engagement.”
     — Jay Schwedelson [12:39]

4. Data-Driven Marketing and Continuous Testing

   Jay advocates for a rigorous, data-centric approach to marketing. He discourages reliance on industry averages, emphasizing the importance of creating and benchmarking one's own metrics. By segmenting efforts and continuously testing, marketers can refine strategies that are tailored to their unique audiences.

   “Everything is about testing always and retesting. Industry averages are completely meaningless.”
   — Jay Schwedelson [15:15]

5. Holistic Marketing Strategies: The Surround Sound Approach

   Moving beyond transactional marketing, Jay introduces the concept of "surround sound marketing," where consistent, multi-channel presence ensures that a brand remains top-of-mind for consumers. By engaging audiences across various platforms—podcasts, newsletters, social media—marketers can build a pervasive brand presence that influences purchasing decisions.

   “Surround sound... you are consuming content from a company... you're getting tidbits everywhere.”
   — Jay Schwedelson [18:16]

6. The Importance of Consistency

   Jay underscores that sustained effort and consistency across channels are crucial. Regularly producing high-quality content, whether it's podcasts, newsletters, or social media posts, ensures that a brand remains engaged with its audience, outpacing competitors who may struggle with consistency.

   “If you are consistent and you don't stop, you'll beat out 95% of the people that may be even better than you.”
   — Jay Schwedelson [20:51]

Conclusions and Insights

Jay Schwedelson's insights highlight that in the realm of marketing, especially email marketing, minor adjustments can yield significant results. By focusing on elements like subject lines, personalizing beyond names, debunking outdated myths, and adopting a data-driven, consistent approach, marketers can enhance engagement and drive better outcomes. Additionally, embracing a multi-channel "surround sound" strategy ensures that brands remain relevant and influential across various platforms.

Staying Agile

When asked about maintaining agility, Jay emphasizes the importance of cross-departmental involvement. By actively participating in different facets of the business—be it sales calls, marketing meetings, or client services—marketers can stay attuned to the company's pulse, fostering adaptability and responsiveness to changing market dynamics.

“Don't remove yourselves from the daily stuff and step out of your zone into other zones.”
— Jay Schwedelson [22:31]

Final Thoughts

Episode #617 of The Agile Brand™ offers invaluable lessons on the efficacy of small, strategic changes in marketing. Jay Schwedelson's expertise underscores the importance of continual testing, personalization, and consistency in building a resilient and impactful marketing strategy. Marketers seeking to refine their approach and achieve substantial results would find Jay's insights both practical and inspiring.

Learn More

To delve deeper into Jay Schwedelson's strategies and explore his resources, visit SubjectLine.com, follow Outcome Media, or tune into the "Do This, Not That" podcast. Additional information and episode links can be found in the show notes.