“E -mail is the only marketing channel that offers equal playground for all marketers“Says Jay Sheodelson.
With email marketing, your brand message is so likely to see Apple, or Google, or (here your favorite big brand).
Today’s master is present to help you not waste this opportunity.
He is known as the most important expert in email marketing. His website, Subject Line.com, is classified in 1 % of the world’s worldwide. His marketing podcast regularly plays in the top 5 in the United States, which he founded the Guru Media Hub, the results are the President and CEO of the media, and, oh, he is also an affiliated professor at Florida University. (Woo!)
Who says … all of you, I believe it.
Jay Sheodelson
Founder, Subject Line Dot; Host, try it, not so! Just for marketers!
- Recreation Fact: No show season has never been missed in the Jay Bachelor franchise. Bachelor, Golden Bachelor, Bachelor in Paradise, you name it.
- Claiming fame: You did? Look List in introduction?! Well, another: His device has examined more than 15 million articles.
Lesson 1: Think about the inbox like a social script.
“Your email database is the most valuable thing in your company“Swdelson says.” Email is the only form of marketing that exists On the planet That at any moment you can talk to your entire audience.
So, how does the smart marketer benefit more from this opportunity? Well, it’s not promo spaming, it’s definitely.
“If ‘cold email’ is going to your market, or you only send a promotional email, you will fail miserably.”
Instead, Jay advised that you “Think of the inbox as a social scroll.“Your job is to catch the eyes of your audience and then provide them with a very valuable thing to come back.
“Most of the time you send, you are providing the price Without asking for anything. Here is a new state. Here is a new tip. Here is a new trend in the industry. Then every third or fourth email, you ask.
This is an effective strategy, but one that takes a little courage and full looted belief, because… ok…
Lesson 2: Attribution is garbage.
“I think the attribution is garbage,” Shudelson confessed. “Marketing is around. When they finally click on this offer, this was not because you sent this amazing email. This is because you have been sending content in the past few months, so now the person is in the market for this thing, they are thinking about you first.”
Here I begin to imagine imaginary all the time that I will not measure anything.
“Of course you want to measure all things, and Should“He qualifies.
Shudelson told me that his team used the strategy to fill the space, called “holdout groups”.
As short as I can make it, how do Holdout Groups work here:
- Take a part of your database (say, 5-10 %) and don’t market them. No advertisement. No emails. No wonderful thought -provoking positions.
- At the end of a fixed period, you measure the performance of the holdout group against your active audience.
“This gives you the real theory of your effects Overall Marketing, unlike this last touching thing, “Then he whispers and says:” And if they often change people who find all these things? Then what you are doing is a waste. “
Supplemented Note: Don’t forget to rotate your holdout. This is not a “Moldi Saved” group in the back of your fridge.
Lesson 3: Test tests you don’t like.
“The most important thing for marketers is to always test,” says Shudelson. “Especially the things you don’t like.“
He explains that we are often biased with our priorities, but as a marketers, we cannot be a great example of our target audience. I ask him to break some examples for people playing at home.
“There are very few things you can do to open your email, which is not your money, and it’s just 10 minutes more.”
Here are 3 things you can test yourself:
- Start your article line with a number.
“Start it with a number, it will actually increase your email to about 20 % of the percentage of people.”
- Invest the whole word or two.
“Not only the first letter of the first word, but also Whole The first word or two words. For example, it can say new. It is to get the person’s millions of attention and read it. Going
- Start your article line with brackets.
“You know, (a new event), or (free download), or anything. Then you move forward with the rest of your subject line.”
“Again, it’s trying to think of your inbox as a social scroll, okay?” He says. “No one reads the entire article line. You can write ‘Jay is a loser‘At the end of your article line. No one will see it. Challenging acceptance
Lasting questions
Today’s question
“How have you seen the marketing procedure method in the past five years, and how do you think the next five years of marketing will be the form of (if not at all)?” – Sonia Thomson, the founder of joining and marketing
The answer today
Shoudelson says: “In the last five years, the joining has moved from the corporate checkbox to an integral part of how we approach marketing and business (or at least, it should be!).
Now it’s not just about who appears in the stock photos. It is about that the strategy is developing, writing a copy, and making decisions.
In our own work, from virtual events to newsletters to agency services, we have seen this When people look, they are more engaged, distributed more, and stay loyal for longer.
Looking forward, joining will not just form marketing, it will be marketing. Since AI dominates the creation of content, the ability to include human communication will be the ultimate discrimination that everyone recognizes, respectable and understanding. “
The question of next week
Shuudelson asked: “What is a marketing belief that you did five years ago that you have completely changed your mind?“
