Ep.294- SECRET to 40% Email Open Rate INCREASE! ➕I don't like Las Vegas | Jay’s SCOOP

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:39what is going on we are back for do this not that podcast presented by marigold and today we're talking about the super easy tactic that is going to increase your email open rates by over 40 percent and your social media is going to crush it everything is going to crush it and the topic is about not being vague and this idea of super specific stuff and micro segmentation i'm going get into it all. But the thing that we have to stop doing, we have to stop thinking that people have a clue what we are talking about. There's so many different marketing campaigns that are vague. I'll give you examples.

1:17In my inbox, I got this email from John Varvatos, the clothing company. I don't even know why I'm on that list. I've never bought anything from them. And the subject line said, a hue you can rely on. I don't know what that means. Okay. I got another email from Uncommon goods. And the subject line said, not to be dramatic. I got one from Adobe. And the subject line said, unleash your imagination. And then I got one from Grammarly. These were all in my inbox. And it said, a week without words. These are all ridiculous. They mean absolutely nothing. And what's going on is somebody thinks they're being really creative.

2:00Somebody thinks they're being really clever. There was a meeting with a bunch of people in a room talking about, oh yeah, this is so on brand. This fits into our campaign. Nobody cares about your campaign. No one knows what you're talking about. They want to know what you do, what you sell, what's in it for them. How do they get the thing? That's it. We got to be very, very specific and enough with the nonsense. All right. So here is, here's the tactic that I'm talking about. In the last six months, let's talk about email first. In the last six months in subject lines, using micro segmentation in your subject line is crushing it.

2:38It is increasing email open rates by over 40%. What does micro segmentation sound like? It's when you are saying the exact audience and the exact thing that your product or service does in that subject line. So let's do some business examples first. Here are some subject lines. CMOs in SaaS, this growth hack is working because that's who you're targeting, CMOs in SaaS or recruiters hiring for engineers, stop making this mistake or agency owners billing over$100 ,000, read this before tax season. You are doing, okay, this idea of micro segmentation. You are talking about the exact audience that you want to go to.

3:22And you're saying it. So that way when the person sees it like, oh my goodness, this is exactly for me. And the good news is it gets people further down the funnel. They're the exact right audience. So on the consumer side, how would that work? It would say something like this in the subject line. Runners with knee pain, this shoe is a game changer. Or new moms, this 10 second sleep trick actually works. Or pet parents of anxious dogs, this calms in fast. When you say pet parents of anxious dogs. That is super specific. That is a very micro segment of your audience, but anybody that opens that up has got an anxious dog and you're a pet parent, right?

4:01If you are opening up an email, it says agency owners billing over a hundred thousand dollars. You're like, I am billing over a hundred thousand dollars. I'm an agency owner. So when you open it up, you are like halfway there to converting as opposed to John Varvado saying a hue you can rely on or uncommon good saying not to be dramatic or grammarly a week without words. Nonsense. Be crazy, overly specific. And that's what works. We want to know what do you sell and how could it help me? Okay. That's it. Get way more specific than you have been. And this idea of micro segmentation is crushing it, but it doesn't just crush it in email.

4:39Okay. Let's say it's your social media. You put that as the headline, the bold words on your social media post, exactly who it's for at the most micro level. Now in search ads, okay, the copy that you use in search ads or the copy that you use in paid social media ads, a lot of those ads that you are running are on a cost per click. And I never understand why people do this the wrong way. You're running those ads on a cost per click. So you're not paying just when they're circulating, you're paying when somebody clicks. So if you are super specific in the language, in the ads that you are running, the cost per click ads that you're running on paid social media or paid search, and you're using this idea of micro segmentation and how you're writing it, then only the people who click on that are going to be the ones interested in that exact thing.

5:29You're going to save a boatload of your ad budget by being super specific because you're going to weed out all the wrong people, all the clicks that are going to go nowhere. And it's not just relegated to your social media posts or your search ads. If you are sending out a letter format email, for example, the first sentence of your email, the very first sentence of that email should use micro segmentation. You should speak to the exact audience. You're not just saying this is for tech professionals. professionals. No, this is for tech startup founders like you, blah, blah, blah. Or this is for female founders like you that are driving the fastest growing businesses.

6:07Or if your skin feels greasy by noon, even after washing your face, we've got good news. If you're tracking macros, but you're struggling to hit your protein goals, you're not alone. Micro segmentation get way deep. and this is exactly who your product's for and this is going to speed up your conversions and it's a game changer so an easy test all right before we get into the ridiculous portion of this podcast which is since you didn't ask totally ridiculous this podcast is presented by marigold i've talked about marigold a lot and there's a reason because they're awesome they are my email sending platform right if you send out business consumer emails they are incredible and they have the best loyalty tools.

6:51If you're trying to get loyalty going for your business, I am telling you some of the biggest brands in the country are using them for their loyalty programs. You got to check them out at meetmarigold.com. I'm a huge fan, meetmarigold.com. Check them out. All right, let's get into since you didn't ask, what is going on with me? Well, right now, every year, me and my group of college friends from back in the day, we go on our annual guys trip. We've been doing this every year. There's six of us that go and it's great. Every year I don't want to go because I feel like I don't have time and it's a pain in the butt.

7:27And, but every year we go. And what we do is at the end of the guy's trip, we put all the names in the hat and then we pull out a name from the hat and whoever's name gets pulled out. They are in charge for the next year to plan everything. They pick the location. They plan what we're doing, the whole nine yards. And we did that because we used to not do that. And then what would happen was we couldn't agree on anything at all. And it would take forever. So this year, my buddy's name gets picked out of the hat. And, um, he's like, we're going to Vegas, which listen, if this was 15, 20 years ago, and someone said, you're going to Vegas for a guy's trip.

8:08I'd be like, let's go, let's go right now, but I am a loser. Okay. I am no fun. And going to Vegas sounds horrible to me. Just sounds horrible to me. And the problem is our guys trip group is like split into two factions. Three of us are like me, big losers. The other three think that they are still like in their twenties and they're going to go in rage. And this is not, this is not a good mix. And we're all buddies from college we're all like you know went same years in college the whole thing and we all live around the country that doesn't matter so anyway so then he goes we're going to vegas i'm like oh and then he sends out the itinerary to all of us because we're going to be going in the summer and he sends out the itinerary and it is unacceptable okay totally unacceptable it is clubs it is one of these they have these like parties at these beach clubs with these big djs these day parties, whatever, no chance I'm going to that.

9:10There is no chance I'm doing any of this. What I want to do, okay, is I want to go to some, I want to go to a good dinner at a relatively normal time. If there's a funny comedian, fine, I'll go. I don't really like gambling, but I'll go for a little bit, whatever. And, um, what else will I do? Um, a concert, maybe, I don't know. but other than that nothing i don't i'll play golf i'll play i'll be very hot i'm not great at golf but i'll play this what he has on there is the opposite okay and so i send a text to everybody go unacceptable not doing this whatever and now we're in a war there's three on three war and i said listen dude you want to go and act like a clown and uh go there if i go to a day club beach thing i'm gonna wear a swim shirt okay i'm gonna walk around i'm gonna take a nap on a couch somewhere.

10:02I ain't playing games. I'm not doing this. Screw it. I don't care enough. Who, who are we? Anyway, I don't know. So I'm no fun. Obviously I'm going to win this battle or I'm just going to sit in my room and I'll order room service. And by the way, if there's anything better in the world than sitting in a room, ordering room service and watching crappy TV, I don't know what it is because that sounds awesome. Sign me up for three days of that. But I will let you know how this goes. I'm not excited, but I don't know what's going to happen. I appreciate you being here. You rock. You know, if we're not connected on LinkedIn, drop me a LinkedIn connection.

10:41I share way too much garbage there. And I'll fill you in on my guys trip. And I appreciate you being here. All right, later.

10:52You did it. You made it to the end. Nice. But the party's not over. subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. And hook us up with a five-star review if this wasn't the worst podcast of all time. Lastly, if you want access to the best virtual marketing events that are also 100 % free, visit guruevents.com so you can hear from the world's top marketers like Damon John, Martha Stewart and me guru events calm check it out