SPECIAL SERIES ==> 🚨 Your Preheader Is About To Be Hijacked <== | BATHROOM Break #124 COLLAB: The Marketing Millennials + Do This, Not That

0:00Daniel Murray:Did you just body everybody and get right to the front of the stage? And did you like just mosh pit right to where your spot was? Because I feel like you could truck everybody.

0:17Daniel Murray:All right, we are back for another bathroom break. This is Jay Schwedelson from Do This, Not That. I'm here with Daniel Murray from the Marketing Millennials. And not only is it, we're going to be talking about something important in email that people aren't talking about enough live text. But before we do that, it is not only conference season in the world of business, but it's also festival season. I saw Burning Man's going on. Daniel, I feel like when you go to like a festival or something, you have like lollipops and neon stuff all over you. And you're just a disco inferno. Is that an accurate view?

0:51Jay Schwedelson:No, it's not very accurate. But I did go to Coachella five years in a row. Wow. Back in the day. and it's changed a lot but like I was never a camper Ari once camped and I you can ask the question about camping at but I'm watching all these influencers at Burning Man and it looks like Mad Max out there have you seen that movie Mad Max yeah I've seen so how would you handle

1:15Daniel Murray:Burning Man like would you be in like I wouldn't go made of suede like what would you wear I would

1:20Jay Schwedelson:never be caught at burning man i need like access to like running water uh i know that's bad to say but like i'm not a camper and i've never been i didn't grow up camping i i can't i mean the furthest out camp is like in the backyard but i i'm not a camp have you ever made a s'more oh for sure made a s'more but not that's like the in-depth of camping i would do Yeah.

1:46Daniel Murray:That's where your camping ended after you made a s'more?

1:48Jay Schwedelson:And then after I got roasted about not having a toolkit, now they're going to roast me that I don't have a, I don't camp. A tent.

1:56Daniel Murray:You do not own a tent. I don't own a tent. Yes. So what are we talking about today?

2:02Jay Schwedelson:For people who don't know, an SEO or like in Google, there's like AI overviews for search. but now since ai is in every tool gemini a copilot for microsoft um which are attached to all these email providers now they're showing live text or like summaries of what emails are coming on and uh jay was telling me some strategies of like how to do how to like appear in these live text So, Jay, you want to tell us a little bit of how to get the, like, what is important in your email to be shown there? And why is it even important to be, like, optimized for this live text and emails?

2:49Daniel Murray:Yeah, I think it's a big topic. So, if you ask me what in the next 12 months can be the most important thing in email marketing, it would be what's called AI summaries. Now, some of you already may see AI summaries in Gmail. Maybe if you use the Apple Mail app, you may see these summaries. But it's exploding. And what it's basically doing is AI is looking for the most important part of your email. And then it's pulling that information either into a summary at the top of your inbox, or it's pulling that information into the pre-header of your email, that second subject line, and it's removing the pre-header that you put there.

3:22Daniel Murray:Now, I'm going to tell you exactly what you want to do to have the right stuff show up. But the reason this matters for consumer and business marketers is that Copilot within Microsoft has really exploded. It now has 30 million paid users. That's up 10 million paid users in just one month. And there's so many millions being added every single week. So this is going to be for business consumer. It doesn't matter what kind of email you use or what promotional email you send out. Now, here's the thing. What live text is, that's what the AI Summers are looking for. It's looking for what's called live text.

3:54Daniel Murray:Live text is just that. It's text in your emails that's in the HTML code. It's that 1994 style hyperlink that you could read the letters of the hyperlink. It is not image-based stuff. So what you want to be thinking about is in the first 150 characters of your email, that is what the AI summaries are looking for, is stuff in that first 150 characters. And you want to be very authoritative. If it's a webinar, it's the details of your webinar. If it's an offer, it's the details of your offer. The first 150 characters are everything. and what you don't want to do, you can't have a JPEG, an image that has critical information in the image because the AI summaries are not scanning images for any live text.

4:37Daniel Murray:And then the other thing that's confusing out there is that alt text. So when your images don't appear and you have alt text, when your images aren't there, alt text, no matter what you do, is not live text. It does not count as live text. So you need to actually have live text at the start of your emails.

4:53Jay Schwedelson:I have a question. So I want to hear how you think about this because, like, the subject line and the preheader is always, like, meant to, like, get the open, right? So do you think in your first couple you need to, like, kind of bait it a little bit so it doesn't give away your whole email so nobody opens it? Or should you give it, like, all that's what's in the email so, like, the consumer could decide open or not open?

5:24Daniel Murray:Yeah, I would say within the next six months, 50 % of pre-headers are not going to be the pre-header that you wrote. Okay, it's going to be an AI extracted thing from your message that's going to be sucked into the pre-header spot. So right now you still want to play the same pre-header game that you've always played. But what you really want to be thinking about is that first 150 characters, you basically almost want to say whatever it is you were going to say in that pre-header or say the hook that you want to use. because about 50 % of the time, that's actually what's going to be showing up in the preheader.

5:59Daniel Murray:So the whole game is going to change. The subject line is not changing at all, but everything else is.

6:05Jay Schwedelson:Yeah, I've always learned, like, I mean, the preheader is the second line of your email. So, like, really, like, your subject line is the first line of the email. The preheader is the second line. So, like, if you're thinking about subject line preheader, like, now you've got to think of your second line also being important in your body email where before you would go like something like preheader then whatever else you were going to say to like follow up on that preheader but now you have to like also think about that it might not pull what you you're trying to do in the preheader so make sure that you basically say sort of the same thing you don't have to say the same thing as you want to say but close the pulls in what you would put in that preheader so yeah and the other last piece i

6:50Daniel Murray:would play in everybody's mind is the prettiest email is no longer winning it's not about what's the slickest design what do your images all look like you have to play the game for what these ai summaries are looking for so you're gonna have to go back to your templates go back to your stuff and don't just be like it has to be this because you're gonna lose because in a weird way we're going back like 10 15 years as it relates to the way that emails need to be structured and i think

7:15Jay Schwedelson:this is even a deeper thing to discuss about like this ai summaries on emails but then now like you're getting on like apple phones and text messages like even those summaries so like starting to optimize for like how do i get into the bulk like summary that um apple showing or the text message so if you're doing like sms marketing or um like how do i like make it that one line so important to get that i i'm still have to learn that so i'll come back later and make sure we can talk about that but i think like there's so many summaries that you need to think about right now and if you're not being shown in them you're you're losing the battle against other

7:53Daniel Murray:people who are showing in there so i totally agree speaking about losing the battle i have a question for you you're a big dude you're like six foot five d1 football player when you used to go to coachella and there was like one of the musicians you're like oh i'm really into them did you just body everybody and get right to the front of the stage and did you like just mosh pit right to where

8:11Jay Schwedelson:your spot was because i feel like you could truck everybody um i always used to be like the person who like when in a group that would guide people to like like they would attach to me and i would go through like the crowd created the path yeah i created the path um but also like what something that's really annoying i think is festival and i i get the reason but it's also like i also believe like in concerts as like a first come first serve or like a you you you get your spot and you get your spot like but since i'm a tall guy people assume that like oh you can go further back because i'm shorter and i'm like no no no like because then becomes like someone goes on someone's shoulder that someone goes and then you're then you're behind a person on their shoulder who's way taller than you so uh yeah festivals are interesting i don't think i have too much anxiety to go back to a festival like that.

9:08Daniel Murray:I don't like sweating next to people that are sweating.

9:12Jay Schwedelson:You live in Florida. That's like the epitome of Florida.

9:16Daniel Murray:That's why I don't leave my home.

9:19Jay Schwedelson:I like to be sweating next to people who are sweating.

9:22Daniel Murray:Everybody's sweating. I know. Everyone's disgusting. Everyone's disgusting. I'm disgusting. We're all disgusting. But you know what's not disgusting? This episode. This episode was the opposite of disgusting. Listen, follow the show. Leave Daniel a review. leave me a review and go sweat near somebody.