Podcast Summary: SPECIAL SERIES: This 1 Tip Will Increase Your Open Rates | Bathroom Break #40 🚽
Podcast Information:
- Title: The Marketing Millennials
- Host: Daniel Murray
- Episode: SPECIAL SERIES: This 1 Tip Will Increase Your Open Rates | Bathroom Break #40 🚽
- Release Date: January 27, 2025
- Description: Hosted by Daniel Murray, The Marketing Millennials delves into actionable insights from top marketing leaders. In this special "Bathroom Break" series, Daniel collaborates with Jay Schwetelson from the "Do This, Not That" podcast to deliver quick, impactful marketing tips.
Introduction to the Bathroom Break Series
In this special episode of Bathroom Break #40, hosts Daniel Murray and Jay Schwetelson combine forces to share bite-sized yet powerful marketing tips. The playful premise invites listeners to engage in valuable marketing insights during their short bathroom breaks, emphasizing efficiency and practicality.
Personal Anecdotes: Building Rapport
The episode kicks off with light-hearted personal exchanges, helping to build rapport between Daniel and Jay. They reminisce about childhood collections, such as baseball and Pokémon cards, and even humorous stories about Beanie Babies being discarded by parents. These anecdotes set a relaxed tone and make the conversation relatable.
Notable Quote:
- Jay Schwetelson [00:19]: "This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson from the do this, not that podcast and subjectline.com."
Main Topic: Increasing Email Open Rates with Read Time Indicators
The core of the episode focuses on a tactical approach to boosting email open rates: including the estimated read time in the subject line or preheader. This strategy involves informing recipients upfront about the time investment required to engage with the content, thereby setting clear expectations and enhancing click-through rates.
Key Insights:
- Specificity Matters: Utilizing specific time estimates (e.g., "3 min read") builds trust and sets clear expectations.
- Expectations Set Upfront: Providing time estimates right in the subject line or preheader increases the likelihood of emails being opened.
- Proven Results: Daniel shares that implementing this tactic has boosted his open rates by 15-20%, moving from a 51% to 54% open rate simply by adding read time indicators.
Notable Quote:
- Daniel Murray [03:17]: "It just sets expectation upfront and people love expectation upfront. And I have tested it and it probably boosts my sends like 15 to 20% for open rate when I do that."
Email List Management: Quality Over Quantity
Daniel emphasizes the importance of cleaning email lists by removing inactive subscribers. This practice not only maintains a high open rate but also ensures that the email list remains engaged and valuable. By targeting subscribers who are actively interacting with the newsletter, marketers can foster a more committed and responsive audience.
Key Strategies:
- Remove Inactive Subscribers: Periodically eliminate subscribers who haven't engaged in the last 90 days.
- Focus on Engagement: Retain and nurture subscribers who consistently interact with your content.
- Improve Deliverability: A cleaner list enhances inbox placement and overall email performance.
Notable Quote:
- Daniel Murray [04:05]: "But do you know why I have that is I cut my list. People who are not active within the last 90 days... I really want to keep people who are invested in the newsletter."
Rethinking Metrics: Beyond List Growth
The conversation shifts to the pitfalls of focusing solely on newsletter list growth metrics. Daniel advocates for prioritizing engagement metrics over sheer subscriber numbers, arguing that a highly engaged smaller list is more valuable than a large, indifferent one.
Advice for Marketers:
- Net New Subscribers: Track the balance between new sign-ups and unsubscribes to measure true growth.
- Engagement Over Size: Highlight metrics like open rates and click-through rates to demonstrate the effectiveness of the newsletter.
- Long-Term Retention: Aim to retain subscribers for six to nine months to build a loyal and active audience base.
Notable Quote:
- Daniel Murray [05:43]: "If you can stay above the positive of people subscribing, you're doing a great job that you want to see that growth is higher than churn and is a great way to keep your newsletter really fresh."
Additional Tactics for Enhanced Engagement
Beyond the primary strategies, Daniel and Jay discuss supplementary tactics to further boost engagement:
-
Preheader Read Time:
- Implementation: Place the read time indicator in the preheader (the gray text below the subject line) to provide additional context without cluttering the main subject line.
- Benefit: Enhances transparency and attracts readers who appreciate knowing the time commitment upfront.
-
Content Teasers:
- Usage: Incorporate a brief teaser or summary before the read time indicator within the email content to entice readers to engage further.
- Impact: Increases click-through rates by providing a snapshot of what to expect.
-
Landing Page Read Time:
- Application: Mention the estimated time to gain valuable insights on landing pages to encourage conversions.
- Result: Higher conversion rates as visitors know exactly what to expect in terms of time investment.
Notable Quote:
- Jay Schwetelson [09:17]: "These are three great tactics that really ramp up engagement in a big, big way."
Conclusion: Emphasizing Quality and Strategic Metrics
As the episode wraps up, Daniel and Jay reiterate the importance of focusing on quality over quantity in email marketing. By implementing read time indicators and maintaining a clean, engaged email list, marketers can achieve more meaningful and impactful interactions with their audience.
Final Takeaways:
- Set Clear Expectations: Use specific read time estimates to build trust and encourage opens.
- Prioritize Engagement: Focus on retaining and nurturing active subscribers rather than merely expanding the list.
- Adopt Strategic Metrics: Shift the focus from vanity metrics to meaningful engagement indicators that reflect the true value of the newsletter.
Notable Quote:
- Daniel Murray [12:20]: "Peace out."
Connect with The Marketing Millennials:
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- Twitter: @Dmurr68
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This episode of The Marketing Millennials' Bathroom Break series offers actionable strategies to enhance email open rates and ensure a more engaged and responsive subscriber base. By prioritizing quality interactions and setting clear expectations, marketers can drive more meaningful and effective campaigns.