SPECIAL SERIES ==> STOP Believing Email HOT Takes <== | BATHROOM Break #85 COLLAB: The Marketing Millennials + Do This, Not That

Daniel Murray: Welcome to a new special series called The Bathroom Break, that extra 10 minutes, you either have to listen to marking tips or use the bathroom or both, but I don't recommend. But

Jay Schwedelson: that's your choice. This collab is gonna be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schon from the Do This Not That podcast@subjectline.com.

Jay Schwedelson: Each episode in this series, we are gonna 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.

Daniel Murray: We are back with another episode of. The bathroom break. I'm here with the J Wilson, um, of do this, not that podcast and guru and fantastic.

Daniel Murray: And it goes on and on. Um, and I wanna get started with what is, what do you do in the month of December? Like, what are you, I like. Holiday person. Are you a vacation person? Are you a leave Florida? You stay Florida? What does, what does your December look like?

Jay Schwedelson: So, um, I always really try to carve out a week where I'm my, my two kids, they're both teenagers.

Jay Schwedelson: We always do. Some trip together. Uh, and I, and I encourage travel, even if it's like something local. Like you can't, you don't wanna spend a lot of money, but something where you, maybe it's just you and your partner, or you and your kids. I think once a year, at least for a week, you lock in and you go do something.

Jay Schwedelson: So we do that every single year. And it's good because if not, I would lose my mind. I, I didn't want to do it, but my wife forced me to do it years ago and I'm very happy. 'cause I look back now and I have a lot of, you know, memories and crap and whatever. Uh, but I go. Full force work mode until that last week of the year and then New Year's.

Jay Schwedelson: I try to stay home and avoid everybody I know. What, what is your vibe in December?

Daniel Murray: Pretty much the same. I, it's just, it's hard being married to a person in e-comm because this is like the peak year for e-comm, and then it's not the peak time for B2B except like close out the rest of the year type vibe.

Daniel Murray: You can't do much. Um, but I like it. It's fun. We'll figure out we're gonna start traditions with the baby and I think that's gonna be fun.

Jay Schwedelson: To Daniel, what are, what's something that hit you this year about email, that condo was a game changer?

Daniel Murray: Yeah, I think. The one thing that I've been trying to do very hard is, is always incorporating something to get someone to reply to me an email. Um, so I always add CTAs in the top of the email, the bottom of the email.

Daniel Murray: In the middle of the email. I want people to have conversations. I also think that I don't make it. Too deep. I make it like an easy thing to reply to. Like what is your favorite holiday cookie? Or What restaurants do you go, do you normally go to? Or what's your tradition for this? Like I want a low lift response, but I want people to respond to my emails.

Daniel Murray: I want to build that. Uh, a relationship with my audience, and I also think it helps my email list grow, get more opens, and I've seen like open rate stay consistent this way. I've seen deliverability stay consistent this way. So that's something that I think needs to be continued, especially in the age of ai, of adding.

Daniel Murray: Personalized CTAs for replies.

Jay Schwedelson: Yeah, and I think for us, what I've come to realize is that nobody should have their best day and time to send out an email. I think that is out the window and it's a misleading statistic. Oh, our best day is Tuesday at 8:00 AM I think that's absolutely garbage and what everybody should be thinking about, well, where what we look at is what is our weekly aggregate unique.

Jay Schwedelson: It's that at those different times, you're hitting different populations of people that are interacting with your email that like it at that time. So I think this idea of having your best day and time is absolute garbage. And the metric that you should be thinking about is what is the unique number of people that you are getting interacting with your content And send out more sends so you can get to more people, but send them out at different times.

Daniel Murray: So like verify the people in I CCP that click the emails, that open the emails. 'cause we wanna know like truly in ICP what they like and what they don't like and separate it. We don't mind having a, a bigger email list, but we also wanna know like. Who are the perfect ICP that are opening the email, clicking the email, liking our content, look, going back through and seeing what topics they're opening, what topics they're clicking through, and, um, having a verified subscriber versus like a whole list.

Daniel Murray: Um, metrics. So we've been separating out those two metrics without email metrics, these, these

Jay Schwedelson: days. I love that. And I'll tell you another thing that we're doing, which I think everybody should do, whether you're a nonprofit business consumer marketer, which is running domain frequency reports, one of the probably most biggest missed things is looking at your data this way.

Jay Schwedelson: What I mean by that is take your database and run a report by domain. so@ford.com or@comcast.net or whatever, and run it in descending order. And what you'll see is, of course, you might see like a boatload of Gmail, a boatload of uh, uh, big ones like that. But you'll be fine, you'll be shocked. You're gonna see a boatload of people at, you know, uh, a baptist health.com.

Jay Schwedelson: A boatload of people at. aol.com. And the reason you wanna do that is this can be a boat anchor in your email deliverability, which is bad because all of a sudden you have a thousand people at Baptist Health and when you try to send out your database, it's causing a bottleneck for deliverability. So that's one problem, but.

Jay Schwedelson: Or a OL. Those are dead addresses. Get them outta there. But at the opportunity side is you might say, oh my God, we have 60 people at Ford Motor Company. We've been trying to work with 'em. I didn't realize that many people are getting our emails. By running a domain frequency report on your email database, it will uncover a lot of issues and opportunities.

Jay Schwedelson: I don't think enough companies are doing that.

Daniel Murray: I'll add like, 'cause we are in the age of AI and all that stuff. I would say. Something that I think should happen more but do it with heavy editing is repurposing long form piece of content for email marketing. Like repurpose that talk you gave, repurpose that webinar you did repurpose that podcast you did.

Daniel Murray: And break down the tactics. It's easy. It's an easy way to add an extra send to your database. It it's helpful in ai. Now you could put that transcript into. AI help find the key takeaways for, for your audience just by prompting correctly and using that as one of your sends that you send to your email list.

Daniel Murray: It's valuable and also could direct back to those channels. So if you have a podcast, you could get takeaways direct back to the podcast, webinar recordings, ways to get people to like interact with things, but use AI as a way to repurpose your all your content into. Email.

Jay Schwedelson: Yeah, and I guess the the last one for me is that don't believe the garbage that's out there about certain metrics mattering or not mattering or whatever.

Jay Schwedelson: So open rates still matter. I don't care what anybody says. I don't care about bots, I don't care about apple. Open rates matter. Anybody that says otherwise is a dork. Pre headers still matter. People started saying at the beginning of the year, because Apple's like stripping out the pre-header in their new iOS update that pre headers the second, you know, subject line, that gray text, they don't matter matter.

Jay Schwedelson: That is absolute garbage. Whenever people say things don't matter, they do matter and they're losers and they have no life.

Daniel Murray: I think people just say that to rage bait people and get clickable content. I connect. Yeah. It's like, like email's dead. Don't do this. Don't care about Oprah rates. Um, these things matter to the extent that you should care about it over something else.

Daniel Murray: Maybe not, but Right. Like. Operates are leading indicators, click through rates are leading indicators. Like all these are metrics that you should be looking at, and that's what the platform gives you. So you should be caring about them. Um, and yeah, that's why we get rid of subscribers all the time. Right.

Daniel Murray: So because we care about that metrics, when in

Jay Schwedelson: doubt kick 'em out.

Daniel Murray: Exactly.

Jay Schwedelson: So, so speaking of December, now you're a Floridian. Okay. Do you ever. You're from Africa, which you are. I don't know why I always like that. You're from Africa. It makes me laugh. Yeah. And you lived on the West coast in warm weather.

Jay Schwedelson: Have you ever seen snow or are you still like, I've never seen snow. I did

Daniel Murray: go to the University of Cincinnati, so Oh yeah. So I went to Ohio and it was freezing there. So I did live in a, a snowy place and I have seen snow, but I don't think I, I don't know about, I You live from New York, but I, I didn't, I dunno about your kids, but I didn't like touch my like first piece of snow until I was like eight or nine years old.

Daniel Murray: Like, it was like magic to me to see snow from being from California. So I remember like the first time I think we went to like Lake Tahoe and I'm like. Wait, snow, like what is this? Uh, uh So yeah, I didn't touch snow until I was like nine or 10, which is a weird concept to some people. Have you ever been a snowman?

Daniel Murray: Yeah, I've done that. I mean now I'm, it's take it probably did like 15 years old, but, uh, I didn't get the snow tradition. We, it is more sandcastles when you're from like a, a beach city then, um, snowman, so.

Jay Schwedelson: By the way, for everyone around the country that doesn't know in South Florida, it's so pathetic.

Jay Schwedelson: They'll do get like, you know, some community thing at a park. They'll bring in snow, they'll like blow ice into like a little mountain, whatever, and they let kids like play on the snow and it's really, really embarrassing and weird. And I've gone,

Daniel Murray: oh, we used to do that at at schools and. They used to like spray like the whole like grass of that.

Daniel Murray: Yeah, I remember that. That was like the only version of, and then would mount in five minutes. But it's, you still got it. I

Jay Schwedelson: love how everybody around the country's listening to this. Like, uh, hey clown, you moron. Uh, it's, it's frigging three feet of snow here and you guys are talking about you've never seen snow.

Jay Schwedelson: Um, yeah. Daniel, by the way, you could dm, he loves shoveling snow. He will come to your home and he will shovel out your, your sidewalk.

Daniel Murray: Yeah. I would love to like travel to. Like Wisconsin right now in Minnesota. Like I'm really, I'm really in need of heavy snowstorms right now, so. All

Jay Schwedelson: right. Well now you can sing.

Jay Schwedelson: Uh, do you wanna make a snowman or, or we'll skip that. We'll do that on the next episode. Uh, alright. Frozen part three on the next episode, Daniel. We'll see you there man.

Daniel Murray: See you. Bye

Jay Schwedelson: Daniel. Come on man. I gotta get back to work. Get out of there. Alright, 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 I hope you give it a try. Oh, here's Daniel. He's

Daniel Murray: finally out.

Daniel Murray: Back from my bathroom break. This is Daniel. Go follow the Marking Millennials podcast, but also tune into this series. It's once a week, the bathroom break. We talk about marketing tips that we just spew out, and it could be anything from email subject line to any marketing tips in the world. We'll talk about it.

Daniel Murray: Just give us a, a shout on LinkedIn and tell us what you want to hear. He's out later.