SPECIAL SERIES ==> NEW TIPS! AI Email Summaries! <== | BATHROOM Break #125 COLLAB: The Marketing Millennials + Do This, Not That

0:09Jay Schwedelson:We are back with another Bath and Break. I am here with Jay Schwedelson. I'm a little, I wanted to bring this up to you, but I don't know how to, but I really think that you, like your hair is getting a little too long right now and I think you need a haircut and I know you're like thinking about it but you haven't done it yeah but what is like the dilemma that's going on in your head about getting a haircut like why haven't you done it because you do have

0:35Daniel Murray:the best hair in marketing uh thank you for that no so i have a dilemma uh but this is a real problem i want to know your take on this so i i absolutely need a haircut i look like a disaster but here's my problem i get a haircut from the same dude all the time and he's in the salon that has a bunch of other people working there and he's fully booked up i cannot get a time with this dude and the problem is I want to go to some other dude in the salon and like cheat on him but the amount of anxiety that that gives me if I book with somebody else and then I walk in I see him I go oh I'm going over to that chair I feel like he's going to give me like the the death stare and then he won't want to work with me again and like so I don't know if I can cheat on my haircut dude what do you think about cheating on your haircut dude I have two thoughts brothers

1:26Jay Schwedelson:is if someone's because i i ran into this problem with um like having a trainer and like they were booked the whole time and i was like i i've been texting them and i want to like go to a time where they're booked all the time and then i'm like screw it i just need to i need to do this but i

1:44Daniel Murray:do think you just should go to another salon so they don't know oh that's a good idea yeah like

1:50Jay Schwedelson:probably go to another song they don't know like oh that's a better idea other one i would go and be like i tried i like called your salon like i texted you i really need a haircut for next week you know you're fully booked sorry i just need to do that but if you don't want to make it awkward

2:07Daniel Murray:i just go to another salon yeah i have to go maybe to another state or something like jay

2:13Jay Schwedelson:why is your hair so short it's not growing as long anymore was your haircut like three months

2:18Daniel Murray:ago with me i'd have actual anxiety over this topic but what we're going to talk about today is actually a part two so we did an episode last week about live text and how it's impacting email marketing and basically what's showing up in the ai summaries and there's a lot more to cover people seem interested in it daniel is that what we're talking about yeah people responded to the podcast

2:42Jay Schwedelson:and i i wrote a little bit about it in my newsletter about it and people were asking a like a lot of questions about it but also they were just like wondering like okay we we gave some tips about it but what are like some like other things that they could do um to make sure they

2:59Daniel Murray:show up in ai overviews for email so like what are some things you're saying yeah let me rip through some things that people aren't aware of so we're really talking about again and this applies to business consumer non-profit doesn't matter who you market to that and this is going to become a bigger and bigger topic that when you send out your emails promotional emails doesn't matter sales emails whatever you're sending out graphic heavy emails um the the different gmail email, Outlook, Apple Mail, they're all using AI summaries to grab the most relevant parts of your email and either put that in the preheader, that second subject line, or they're putting that into a summarization above the email in the inbox.

3:39Daniel Murray:Now, we talked last week about certain things that you can do. I want to talk about a few other things that people don't realize. So first of all, the average number of words that the summary pulls is actually 29 words. that's the average number of words that the AI summaries are pulling into their summarizations. Now, here's what we found to be the most important thing that you could do. The first 150 to 200 characters of actual written live text characters are what matters most because that's what it's scanning. But if you do this combination specifically, and I'll give you examples, action plus product plus deadline.

4:23Daniel Murray:That's the formula action product deadline. And you write that in your first 200 characters, we're seeing that increased click through rates of business and consumer emails by about 19%. So what does that look like in practical sense? What does action product deadline look like or sound like? So if you're a consumer marketer, it would say shop 40 % off all Nike running shoes through Sunday night, through Sunday at midnight, or start your 30-day Peloton free trial by September 30th and get full access to all the classes. Or on the business side, register for the 2027 HR compliance briefing by Friday to learn about these five changes in HR.

5:07Daniel Murray:It's this idea of the action plus your product plus the deadline. you need to be getting that out in those first 200 characters to really have an impact

5:18Jay Schwedelson:and it also sounds that i think that these the overviews to me are two different things it's like one people want to know something that's urgent like urgency like i need to like hop on this now or like there's a deadline like like something that's happening now because they're like they're trying to pop out and if you're if you have something urgent happening and you're not that urgency is not showing up in the overview you got a problem because that's where like as a consumer they're going to respond to this or it's something that is like very personalized to them and feels like oh i need this this is something i need to do right now or i i need to read this because this is very interesting to me so i think those are like the two things that would trigger someone to like want to dive in deeper from there of you but what are like what are some other things that they

6:11Daniel Murray:could do so so i would say the most annoying thing that's working really well but it's the number one thing is actually having bullets in your emails so here's the data which is pretty wild in gmail 77 % of Gmail promotional emails that go out that have bulleted content, 77 % of bullets are being pulled into the summaries. In Apple Mail, it's 84%. And in Microsoft co-pilot summaries, it's 92%. So if you include bulleted items in your emails, the AI summaries are going and they are grabbing that stuff. Why do I say that that's terrible and annoying? because, you know, we try to design these beautiful emails, these e-commerce emails, whatever.

7:01Daniel Murray:And you're like, I'm going to stick bullets in that. And in some ways we're back to 1995, you know, where emails are going to look a little bit, not like the greatest thing of all time, because if you can't get that stuff in the summaries, no one's going to look at your emails, open your emails, read your emails. So the game now is not what's the most beautiful email, but what do you have to be doing light bullets like uh the first 29 words what do you have to be doing to actually be showing up and you know what i actually think it's gonna stop

7:32Jay Schwedelson:what you probably need to do more of is i think there's gonna be less of the like spammy headlines that people did where it was like this is crazy or like this like things that are like a little too catchy and more and you have to be a little bit more you could be have the urgency and stuff but you have to be a little bit more descriptive um than at the same time because i think if you just say this is crazy and there's nothing pertaining that people are like what is crazy what are the what is in my email that's crazy that you're trying to do so i think being with your headlines and your email you should be a little bit more descriptive of like what they're getting out of this email that they're trying to do.

8:19Yeah.

8:20Daniel Murray:And along those lines, I want to know your take on this. There was an article that came out last week from Media Post. They did a survey and they asked people specifically about AI summaries and email. And they asked, how comfortable are you with an AI tool reading all your emails to surface deals and recommendations. And would you, I couldn't believe this over 70 % of people said they were either very comfortable or somewhat comfortable with the email tools, summarizing their emails so they can get the deals and recommendations like assorted for them. I was shocked about how high that percentage was.

8:59Daniel Murray:Are you shocked by that?

9:02Jay Schwedelson:I think that there's so many people who have such cluttered inboxes that they want, they just want to find what is useful for them um quickly i do love that they i know this is like a little old but they added that like um like that what is gmail like it has like uh like purchase tab yeah you can go like to all your like which like before you had to like go into like promotions or updates and find it and now they have it so i think like there's never been really that good at sorting and ai is really good at sorting so like um and gmail is going to doing it anyway like the part of gmail they're going to scan your emails anyway i think the only people who probably

9:41Daniel Murray:aren't okay with this is probably businesses like they don't want you to scan my emails to figure

9:47Jay Schwedelson:out like strategy that is in my email so i think consumers more on the b2c side are probably more entailed to not care versus like uh but it's still scary like you're some people get their taxes sent to the email and they're scanning those emails so just oh i know totally i know people um

10:09Daniel Murray:they get all sketched out um so i have one other random question for you that um related back to the haircut situation so do you okay here's something i hate and i'm very weird so when you go to get a haircut they take you back there to like you know put shampoo in your hair and then you know uh massage your head and all this stuff right so literally every single time i go in there and i say to the person all i want you to do is the fastest shampoo ever and i have absolutely no interest in the rest of all the stuff that you do and always look at me like what and i still give them a tip i'm not like not giving them a tip but i say i just want rapid shampoo that's it how these people go back there and they want this full-blown massage and i'm not into it what do you think about that i normally like to be honest i might need to step by why you have good hair

11:11Jay Schwedelson:because i it's like a barber shop and like you're like they're like they go quickly and then they're

11:16Daniel Murray:like they don't touching me like so i i don't really get like that fancy haircut where it's

11:22Jay Schwedelson:wait i'm bougie i didn't know i was bougie yeah you're a bougie hair but his hair is great so i might need to go to like one of these salons but i don't think um like i don't think a lot of these people's specialty is like giving massages and i like when i want to massage i wanted like

11:37Daniel Murray:like deep tissue and like like i hate massages i know you do you hate people touching you so it's just disgusting it's like enough i don't need you just i don't need you doing that it's

11:51Jay Schwedelson:unnecessary yeah i i i had a haircut place i don't know how much i want someone to do that you know those little things where they have like um like i don't know what it's called but like you can go on your hair and they can get like massage your head but they don't touch you you know like

12:07Daniel Murray:oh yeah yeah the thing with the five like metal thing yeah that thing feels good i would want that that's fine because you do it to yourself that's fine yeah yeah i want that but i don't want someone touching like my head like that sorry yeah okay well we've covered a lot once again another great episode listen everybody leave daniel and i some comments let us know other topics you want us to cover because clearly nothing is off limits and um and we'll see you at the next one