Are You Measuring These Email Metrics? | Bathroom Break #116

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

0:11Welcome to a new special series called The Bathroom Break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom or both. But I don't recommend both, but that's your choice. This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwetelson, from the Do This Not That podcast and subjectline.com. Each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine. Just don't tell us about it. Thanks for checking it out. We are back with another bathroom break.

0:45I am here with bestselling author, Jay Schwedowson. Something weird happened today with Jay. And I got so confused because I come on the screen today and Jay is in short sleeve granted every time I'm on a podcast and even when I see him in person his sleeves have been down to his wrist 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 that's 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.

1:28I'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 long sleeve? And so she took me shopping and she literally made me buy like short sleeve shirts. I don't know why. I feel like I wear a short-sleeved 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.

1:59Do I have like, and if you do, I feel bad. And my wife's a dermatologist. So I get it. 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 think I've ever seen you in long sleeves. I did think that you were wearing long sleeves to protect yourself from the sun. But that is not the reason you're doing it. Because now the dermatologist says, show off your arms. And to clarify, Jay does live three times a week. So his arms are pretty jive. OK, so I bump into Daniel. Not that anybody cares.

2:33We live near each other. We bump into each other at the gym, which is really embarrassing. Because Daniel played like D1 football. And he's like this big dude. And I look 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. Meanwhile, 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?

3:04First 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 a fold and there's bottom a fold.

3:51And 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 like icp or account list clicks versus not account list clicks on your email because that will tell you like what topics they're interested in um are they moving or accounts moving down your emails it also gives you ammo when you're going to talk to other like 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.

4:39Like 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, oh, 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, like whatever you're saying, something that 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, you know, 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 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.

5:14What 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 want to 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.

5:51They 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.

6:22And I think another one I like tracking too is, first of all, a technique that I do in most emails I put out is I always ask 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.

7:09And 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 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, a belly shirt? What's in the Daniel Murray repertoire that we'd all be surprised about that you actually fire up?

7:54No Speedo. You know what I actually am really anti? I don't mind it on women per se, but I hate guys who wear flip-flops with jeans. Like, I really - Oh, 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. Well, let me ask you guys a good point. Allie 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 okay 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 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 people are going to go into comments like on Spotify and be like Daniel you want to see my feet I hope people DM you pictures of their feet I think you're now you're wearing your flip flops you might be on like that feet pic site what's it called that feet pic of celebrities I have no idea what you're talking about

9:33We're talking ridiculous stuff now Yeah, we're doing it again We have 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 Daniel, come on, man I gotta get back to work Get out of there While he's still in there This is Jay Check out my podcast Do This Not That For marketers Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out. Back from my bathroom break. This is Daniel. Go follow the Mark and Millet podcast, but also tune into this series.

10:08It's once a week, the bathroom break. We talk about marking tips that we just spew out and it could be anything from email, subject line to any marking tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out. Later.