SPECIAL SERIES ==> 🪦 The Email Rule Everyone Swore Was Right Is Dead <== | BATHROOM Break #122 COLLAB: The Marketing Millennials + Do This, Not That

0:09Jay Schwedelson:We are back with another episode of The Bathroom Break and I'm here with the Bob the Builder. I mean, Jay Schwedelson. Thank you for coming on this podcast, Bob. The reason I'm calling him Bob, he'll tell you why I'm calling him Bob. But yeah, you could tell everybody why you're Bob the Builder today. All right. So right now I'm recording live from the lobby of my daughter's dorm building. I just moved her into college and I put together a dresser. It was so demoralizing because so I put this dresser together and it took me over two hours. And I was sweating so much. And this other dad had the exact same dresser for his daughter.

0:53It took him like 28 minutes. and I felt like the biggest loser on earth. I didn't get high fives like, yeah, you did it. I got like, why did that take you so long? So I don't know what that means about me, but are you good at building stuff?

1:10Jay Schwedelson:No, I'm terrible at building stuff, but I also, Jay sent me a picture and he was sweating so much because it's so hot in the dorm. Yeah, I was. I lost weight putting together a dresser. Who knew? I don't need Ozempic. I'm just going to put together a dresser. I'm terrible at building stuff. I'm terrible at building stuff. And that's like not a skill of mine. Well, let's jump into these things. There are a couple of things in the world of marketing that I'm very happy to report are dead or dying. And I want to share one of those. I know you've got a big one. I'll just jump right into it. So I saw this study from GetResponse and it brought me so much joy that one of the things in marketing that's dying is double opt-in for email databases.

1:54You ever sign up for a list and then as soon as you sign up, you get an email that says, in order to actually get on the list, you have to click this button to basically double opt-in. Now, everybody used to say, this is the right way to do it. It's great for privacy, but here's what GetResponse said in their thing and what I believe also. First of all, it's garbage for marketers because so many people don't realize they have to go back to their email. It's not that common. that everyone knows they have to go back to their email to then double opt-in, that there's about 30 % to 40 % of his database on average that doesn't take the action.

2:27So you're actually upsetting about 30 % to 40 % of the people that think they signed up for something, but then in fact don't get to do it because they didn't go and click that thing. And what do you do with these people that are living in between? But the other thing, which is amazing in this study, it showed that spam complaints are higher on a percentage basis when you have a double opt-in list than when you have a regular single opt-in list. And the reason being is the people that do actually take the action to double opt-in is a subset of people that are all about privacy and all about whatever.

3:00Then if you email them just a little bit too much or it's not exactly what they wanted, they're the ones who take action to report you as a spam complaint. So the year over year number of companies that are actually requiring double opt-in has dropped almost nothing. Nobody's doing it and I'm thrilled. So if you're out there doing it and they're making you do it, share this episode with somebody because that is fresh. So, Daniel, what's one that you're seeing that's dying?

3:22Jay Schwedelson:I think it's been dying for a while and people have been like overly indexing on it, but requiring business emails. And I'll give you like a couple of reasons why I like personal emails. I think one, personal emails are like credit cards or like numbers that you keep forever, like your phone number, basically. because nobody really gets rid of a personal email address, but people are switching companies all the time. So requiring it is pretty dumb, but also in the B2B world or in any world, like Meta has a better match rate on a personal email versus a business email because nobody's putting their business email on Facebook.

4:10Jay Schwedelson:And even on LinkedIn, Like a lot of people aren't even putting their personal, their business emails because they're going to switch jobs and then they'll like have no access to their social. So when you're targeting with an email match, they are requiring business emails is not smart. And a lot of people don't want spam in their business email. Like I get emails all the time. Like I think one of the biggest unsubscribe rates, and I don't know if you see this, is like people getting annoyed that I'm emailing their business email. Like people are okay with getting more emails than their personal email, than their business email.

4:50Jay Schwedelson:But I think that's something that you should reconsider. I think there's other ways to do it where you can add like a double form, like a form of the email and then a double form to get more information. on the person, but I wouldn't require business email because if one will lower conversion rates and two, it's just a bad way to read. It's hard to retarget with that email. Yeah. And I want to jump on that. So first off, we did an analysis and we looked at year over year, the number of B2B companies that are requiring work email is dropped by about 20%. And here's the other thing about it. It was that a lot of people are out there, they're switching jobs, they don't have a job, and that's when they're trying to better themselves.

5:34That's when they're trying to learn things and consume content. And when they go to your site and they try to download that guide and they can't do it because they don't have a work email address, when they eventually do get that job, you're the last company on earth that they're going to want to turn to. So it really, it's a negative signal in that person's mind. Now, I'll say there's a caveat here. If you're doing demo requests, that's a little bit different because demo requests usually lead tie into your work calendar. But other than a demo request offer, I think the work email is going as a requirement is going to fade more and more and more.

6:07So Daniel, let me ask you a question back to the original thing about about building stuff or whatever. You have a kid now, there's a lot of stuff that you get for a kid. We'll need to put it together. There's a lot of parts, a lot of things. What does does Ari do that for you? Are you just totally incompetent?

6:25Jay Schwedelson:I've I've done a couple of things but like when people come visit like family members i'll say like hey i have something like could you help me with something they're better than me yesterday yesterday i got this like um little push thing for my son and um to help him like because he likes walking a little bit now so it's this push thing that you push around and i opened the box and it required like 10 tools that you like that i don't have a toolbox like 10 tools to build this like who like if you're gonna give me a box of stuff give me the stuff to build the thing like why do i have five different tools to build my a kid's toy it's ridiculous i'm getting you a toolbox for a gift that's a fact uh you'll never open it uh and people will never listen to this episode either that's what we do but listen everybody go and follow the marking millennials or follow do this not that.

7:22Leave a review for Daniel. He loves it. Tell him that he's not a tool, but he should have tools. And we'll see you at the next one.