One of the hardest parts of our three-lesson format is the decision on what should not be included, and a lot of really useful Advice are dust in my Google Drive.
This week I have three lessons that I just couldn’t waste The most bidden interview In the history of the master in marketing. E -mail marketing expert Jay Schwedelson is back and this time he comes hot What you (probably) wrong with your e -mail marketing.
And frankly, I have committed some of these sins with this newsletter. (Oopsie!)
Jay Schwedelson
Founder, Subject.com; Host, Try that, not that! Only for marketers!
- Funny fact: Jay is inspired by his grandpa, who told him: “Dumber people when they did it.”
- Right to fame: Created one of the top -1% hinges in the world.
Lesson 1: Let yourself be opened.
In order to start things, I asked Schwedelson which common e -mail council gave him the twitching eye.
“There is always so much focus on what is in the e -mail. What does the copy say? Is it compliant? Is it on brand?” He grumbles playfully. “But on average, Less than 50% of people will open their e -mail.“”
In fact, 50% are dreamy. The average marketing -e -e -mail rate in the industry is 42%closer. (Our is a little higher, but that’s because our readers look so smart and cool and good.)
“So the first focus should really be: How are the e -mail open?”
That does not mean that you can leave Contents Of your e -mails. If we suddenly gave stories about dryer lint, our open rate would probably be crashed, right?
Simply make sure that the elements with the biggest effects on the open speed – details such as your subject line, pre -header and sending time – not only subsequent thought.
“If you focus on opening the e -mail with as much energy and intensity as you do in the e -mail, the result of your marketing performance changes radically.“”
Lesson 2: Throw out your forbidden word list.
“One of the greatest myths is that what you write in your subject line is the reason why you end up in the junk folder. These are information from the year of the flood.”
He caught me with this. When we recently drove a giveaway, I told the team that we could not use the words “price”, “winner” or “they won” in our subject lines.
Like me, you will probably also fear the word “free” and use exclamation marks. All caps? Niemalsrrrrr.
“That won’t let you be filtered. It has not changed 10 years ago, but the technology has changed. That’s why I want to free everyone. Write everything you want to write to open the e -mail.“”
Well and does Do you put them on the naughty or beautiful list?
“It’s all about commitment. The more you bring people to click and interact with their e -mails, the greater the likelihood that they will stay in the inbox. This is what the receiving e -mail infrastructures want to see: Hey, this recipient Likes Interaction with these e -mails.
“And the irony is that exactly the tactics that avoid people – the word ‘free’, an exclamation mark, an emoji – these exact tactics will lead to this more Commitment and stay in the inbox. “
Lesson 3: Don’t worry about what “everyone else” is doing.
I asked Schwedelson A LinkedIn contribution The laugh made me laugh. It is a screenshot of every brand that uses the same Shamrock emoji on St. Patrick’s Day.
“The funny thing about marketers is that sometimes we are too close,” he smiles. “Well, it’s Mother’s Day, you know that there will be a lot of heart -emojis in the subject line, right?”
Until we notice the trend. “And then will be a marketer, well, I am me not I will do that because everyone is doing it. “
So I asked him how I should be on the right side of the story. Do we follow the trend or do we reject it?
He reminds me of something that we shared in his first lessons: testing everything. Especially the things you don’t like.
If this Shamrock emoji gives you a drive of 20% in your open rate, are you interested in whether 30 other brands have also used one?
“Just because you think that everyone does that everyone do that does not mean that you shouldn’t do it.”
What I hear is: continue playing with the 🍀🍀🍀.
Questions
The question of this week
What is a “boring” marketing channel or a tactic that works much better for you at the moment, and why do you think that? – Katie Parkes, director of social, community and customer marketing, Apollo.io
The answer this week
Schwedelson says: Weekend -e -Mail programs!
E-mail campaigns that are characterized at the director level and on contacts generate an increase in the click rate per year compared to the previous year by 40%.
Not to test on Sunday senders a super valuable opportunity to deal with key people when they have the time to really deepen what they share.
Question of the next week
Schwedelson asks: You (Ross Simmonds) always say “create once, distributed forever” – what is a piece of content that you have milked longer than someone should admit? And why that?
