Podcast Summary: The Marketing Millennials Episode: SPECIAL SERIES: Marketing in January (Are you doing a Blue Monday campaign?) | Bathroom Break #37 🚽
Host: Daniel Murray
Guest: Jay Schwedelson
Release Date: January 6, 2025

Introduction

In this special episode of The Marketing Millennials, host Daniel Murray teams up with Jay Schwedelson from the Do This, Not That podcast and SubjectLine.com for an engaging session titled "Bathroom Break #37". This episode delves into effective marketing strategies tailored for the month of January, exploring unique opportunities and challenges that marketers face during this period. The conversation is light-hearted, sprinkled with personal anecdotes about New Year's resolutions, yet remains deeply insightful for marketing professionals looking to optimize their January campaigns.

Key Topics Discussed

1. The January Marketing Landscape
2. Performance Metrics and Email Marketing
3. Blue Monday Campaigns
4. Leveraging January for Networking and Personal Branding
5. Reigniting Cold Leads
6. Personal Resolutions and Their Marketing Parallels

1. The January Marketing Landscape

Daniel opens the discussion by highlighting the distinct nature of January in the marketing calendar. He notes that while the first two weeks often see a slump in promotional email and newsletter performance due to the post-holiday mentality, the latter half of the month tends to perform significantly better.

Daniel Murray [03:21]: "I think marketers get confused because they send out stuff in the first two weeks because they're hyped about the new year. It does terrible. It's just the mentality that people are in."

This observation sets the stage for exploring strategies that can navigate the initial downturn and capitalize on the subsequent uptick in engagement.

2. Performance Metrics and Email Marketing

Jay underscores the importance of understanding performance metrics, especially in email marketing. He points out that January presents a unique opportunity due to the emptier inboxes, allowing marketers to implement changes that stand out.

Jay Schwedelson [04:06]: "People's inboxes are particularly low. This is a time to do the little changes you've been planning on doing from last year and also do things like letter format emails because they'll stand out."

Daniel adds that focusing on conversion rate levers, such as refining landing pages or reviving dormant email sequences, can yield substantial improvements when the bulk of campaigns ramp up later in the month.

3. Blue Monday Campaigns

A significant portion of the episode is dedicated to the concept of "Blue Monday," touted as the saddest day of the year—the third Monday of January—when people supposedly abandon their New Year's resolutions.

Jay Schwedelson [05:12]: "We are working with our clients to come up with campaigns around the saddest day of the year with subject lines like, 'Don't be sad, we have this great offer.'"

Daniel supports the idea, emphasizing that marketers can harness such events to connect with audiences by addressing their emotional states and offering solutions.

Daniel Murray [05:12]: "I think as a marketer we like to use any event. It's a low hanging fruit event because I didn't know what that was."

They discuss leveraging trends like "Dry January" to create relevant and timely content that resonates with the audience's current mindset.

4. Leveraging January for Networking and Personal Branding

Jay brings attention to LinkedIn's data indicating that January is the peak month for new connections, making it an ideal time to build and expand one's personal network.

Jay Schwedelson [06:01]: "January is the month where people do more connections than any other month. It's a great time to build your personal network."

He advises using personalized notes with connection requests to increase acceptance rates and suggests reaching out to lapsed contacts with genuine New Year greetings to rekindle relationships.

5. Reigniting Cold Leads

Daniel highlights the opportunity to reengage with leads that may have gone cold during the holiday season. He recommends personalized outreach, perhaps tied to upcoming events like Valentine's Day, to reignite interest.

Daniel Murray [07:31]: "This is one of the best times to do personalized outreach to leads that went cold. Do that Blue Monday offer or prepare that Valentine's Day offer that's coming in the month."

This strategy aims to refresh connections and breathe new life into previously inactive leads, setting the stage for sustained engagement in 2024.

6. Personal Resolutions and Their Marketing Parallels

The conversation shifts to a more personal note as Daniel and Jay discuss their New Year's resolutions. Daniel shares his experience with Pilates, humorously noting its challenges, while Jay recounts his overzealous culinary adventures in Japan.

Daniel Murray [07:47]: "I did my first Pilates class. It was rough. But I lifted into Pilates, so I'm starting off strong."

Jay Schwedelson [08:38]: "My resolution was to not eat the entire world. And unfortunately, Japan does no longer exist because I ate it all."

They draw parallels between sticking to personal resolutions and the discipline required in marketing, emphasizing the importance of consistency and adaptability.

Notable Quotes with Timestamps

• Daniel Murray [03:21]: "It's just the mentality that people are in."
• Jay Schwedelson [04:06]: "This is a time to do the little changes you've been planning on doing from last year."
• Jay Schwedelson [05:12]: "Don't be sad, we have this great offer."
• Jay Schwedelson [06:01]: "January is the month where people do more connections than any other month."
• Daniel Murray [07:31]: "This is one of the best times to do personalized outreach to leads that went cold."

Insights and Conclusions

This episode offers actionable insights for marketers navigating the unique challenges of January. Key takeaways include:

1. Timing is Crucial: Recognize the temporary dip in engagement during the first half of January and strategically plan campaigns to align with the subsequent increase in audience activity.

2. Optimize Email Marketing: Utilize the relatively empty inboxes to implement and test changes that can enhance visibility and engagement, such as letter-format emails or refined subject lines.

3. Capitalize on Seasonal Events: Leveraging events like Blue Monday and trends like Dry January can create timely and emotionally resonant campaigns that connect with the audience's current state of mind.

4. Expand and Rekindle Networks: January's propensity for networking makes it an ideal time to build personal brands and revive past connections, fostering relationships that can benefit long-term marketing efforts.

5. Reengage Cold Leads: Personalized outreach during this period can effectively reignite interest among previously inactive leads, setting a strong foundation for the year ahead.

6. Consistency in Resolutions: The discussion on personal resolutions underscores the importance of perseverance and adaptability—qualities that are equally vital in successful marketing strategies.

Conclusion

In "Bathroom Break #37," Daniel Murray and Jay Schwedelson provide a blend of humor, personal anecdotes, and practical marketing advice tailored for the month of January. By understanding the behavioral patterns of audiences during this time and strategically aligning campaigns to these insights, marketers can navigate the post-holiday landscape effectively. Whether it's leveraging low inbox activity, capitalizing on Blue Monday, or reigniting cold leads, the episode equips listeners with the tools and inspiration needed to kickstart their marketing efforts for the new year.

Connect with The Marketing Millennials Community:

• LinkedIn: The Marketing Millennials
• Instagram: @the_marketing_millennials
• Newsletter: Sign up here

If you enjoyed this episode, please leave a review and share it with your network!