SPECIAL SERIES ==> 🕵️ The Clicks You're Not Tracking Are Costing You <== | BATHROOM Break #116 COLLAB: The Marketing Millennials + Do This, Not That

0:00Jay Schwedelson:Something weird happened today with Jay and I got so confused.

0:13Jay Schwedelson:We are back with another bathroom break. I am here with best-selling author Jay Schwedelson. Something weird happened today with Jay and I got so confused because I come on the screen today and Jay is in short sleep. Granted, every time I'm on a podcast, and even when I've seen him in person, his sleeves have been down to his wrists, and he does live in South Florida where it's like 95 degrees, so I have no idea why he continues to wear a long sleeve every single day, but could you explain your thinking and why you decided today out of all days you decided to show off your arms? I feel like my wife must have called you because this is true.

0:58I don't, I, I've only worn long sleeves. When I go to work, I wear long sleeves. And when I go outside, I wear long sleeves. Even if I go to the beach, I wear a long sleeve rash guard. And my wife's like, it's 4 ,000 degrees. We live in South Florida. You look like an idiot. Why are you always wearing a long sleeve? And so she took me shopping and she, she literally made me buy like short sleeve shirts. I don't, I don't know why I feel like I wear a short sleeve shirt. I feel like I'm not I don't know I feel like I'm out of uniform I feel weird somebody actually asked me that you know listens to the podcast whatever do I have like and if you do I feel bad and my wife's dermatologist so I get they go do you have like hardcore psoriasis like is there something you're trying to cover up I'm like no I just like wearing long sleeve I'm a total weirdo meanwhile I don't

1:43Jay Schwedelson:think I've ever seen you in long sleeves I did think that you were wearing long sleeve to protect yourself from the sun but it isn't that that is not the reason you're doing because now the dermatologist says show off your arms so uh and to be clarified jay does live three times a week so his arms are pretty jack okay so i bump into daniel not that anybody cares we live near each other we bump into each other at the gym which is really embarrassing because daniel play like d1 football and he's like this big dude and i look like a like a blob i look like you know like somebody that you would tell you need to go to the gym not that you're seeing leaving the gym I look like I ate the gym.

2:19Meanwhile, we got to get into this episode. I don't even know what's going on anymore. Let's jump into it. So we're talking about things that you are not tracking, that you should be tracking, that are so easy to do. I got a hot one, but Daniel, what do you got? What are things that people are not tracking that they should be tracking?

2:35Jay Schwedelson:First of all, like not all clicks are the same. I truly believe that. And I think a couple ways you need to track clicks on an email is one, you definitely need to like honeypot it a little bit to see like bot clicks. So a honeypot is like an invisible link in your email that bots will click. So I think that's number one. That will get rid of a lot of like these fake clicks that will click on your first link anyway. So that I think you need to do. Second of all, if you have multiple clicks, you need to see who is clicking different parts of your email and how far they're going down. Because just like a landing page, there's top of fold and there's bottom of fold.

3:22Jay Schwedelson:And the people who get down to your email more are reading every bit of your email. So every click should have a different tracking. and if you want to go deeper and more sophisticated, I truly believe you should separate ICP or account list clicks versus not account list clicks on your email because that will tell you what topics they're interested in. Are accounts moving down your emails? It also gives you ammo when you're going to talk to your marketing leader and say like, look, these five accounts have been reading all our emails to the bottom. They get to the bottom and click every single time at the bottom of our emails.

4:09Jay Schwedelson:Like we should probably, they have higher intent now because they're actually reading our stuff versus like the top of the email where some people might open it, click, I don't like this and move away. So that's something I think should be tracking. Yeah. And I'll give you across the board, just a bunch of different ones. and let me just double down, double click, whatever you say, and something Daniel just said that we've been doing that has really been a game changer. I learned it from Daniel. When you do send out an email and you have an offer or whatever, and you have call to action buttons in your message, and then you have one that's at the top and then you have one that's at the bottom, you need to be tracking the ones from the top and the ones from the bottom separately.

4:44What we have seen, people that click on the lower CTA go to pipeline faster and on the consumer side have a much higher lifetime value as a customer. So you wanna be doing that, And then there's other little weird intent signals that you would never think about. So, for example, if somebody attends a webinar and they use an emoji reaction during the webinar, it doesn't matter what the reaction is. Isolating out those people that we found, they have a higher intent as going to pipeline than just a regular person that's attending the webinar. If someone goes to your site and you have a chatbot, it does not matter what they put in the chatbot.

5:21They could write hello. So segmenting out those people, if you have the data on it, of people that are using your chatbot, those people become customers faster. They should be on a VIP list. And then, of course, things like if somebody goes to any pricing page you have, if someone stays on a pricing page for more than 10 seconds, doesn't matter, again, consumer, business, whatever it is, you need to be thinking about tracking elements that really are true intent signals rather than just saying, oh, they opened up an email, they clicked on an email or this, that or whatever. There's a lot of things out there that you could be thinking about.

5:52Jay Schwedelson:And I think another one I like tracking too is, first of all, a technique that I do in every most emails I put out is I always like for replying to such an easy question in my email, like a simple question because I wanted someone to reply. But I think now with AI, it's so easy to take subject line and person, match it back, and start tracking reply rates and also adding, taking out specific things that people say in those replies and putting it in their account or in a list. So now you're getting more first-party data that you probably weren't collecting before because it was so hard before when someone replied to an email or to calculate reply rate in general.

6:39Jay Schwedelson:And I think replies are gold. And also, me and Jay always talk about this, but it also helps email deliverability every single time you get someone to reply to email. So that's something I also was tracking is like the data of people, who's replying and what they're saying to reply. Because those are also highly engaged, highly intent people if they're replying to those type of things. You know what else I'm tracking? I'm tracking people that I see wearing tank tops or speedos and I immediately judge them just going back to the original thing do you ever wear a speedo a tank top uh a belly shirt like what what's in the Daniel Murray repertoire that like we'd all be surprised about that you actually fire up no speedo um you know what I actually am really anti and this is like I don't mind it on woman per se but I hate like guys who wear flip flops with jeans what about regular flip flops I think it's okay depending on the area if you're going to the beach or the pool it's fine but if you're going on a plane if you're going in public just put on shoes no one needs to see your feet out in public beach Ali was not happy with me I wore flip flops to the mall that that's not good that's risky it's risky i don't mind like people wearing like like the the old the like the gen z sock like sandal sock combo um but but like showing like sandals like what are you like you're not going to the beach you're not going to the pool nobody needs to see your feet i know it's all people have different tastes and that but i don't i don't i don't enjoy seeing people do that all right here's what we get out of the show daniel murray does not have a foot fetish that's what we got that should be the title of the episode yeah that's horrible but uh you know we're gonna go into comments like on spotify be like daniel you want to see my feet i hope people can tm you pictures of their feet i think i think you're you're it was now you you wearing your flip flops you might be on like that that feet pic site what's that feet pick up celebrities uh i think we have no idea what you're talking about

9:03Jay Schwedelson:uh okay we're talking ridiculous stuff now yeah we're doing it again we another great episode listen everybody follow the marketing millennials follow do this not that and don't take pictures of your feet we'll see you in the next one

9:25Bye.