In this episode of Do This, NOT That, Jay shares simple yet impactful marketing tips that can help increase engagement and performance for email, social media, and other campaigns. Listeners can expect to learn quick hacks to try in their own marketing efforts.
Jay shares proven tips for optimizing your email campaigns, including changing the sent time, adding a powerful PS at the end of your emails, and mindfully omitting social sharing links that don’t align with your campaign goals. These simple tweaks can lead to higher engagement and better results for your marketing efforts.
Key Takeaways:
- Send email logo clicks to offer page, not just homepage (19% go to logo)
- Avoid sending email on the hour when inboxes are crowded (open rates up 15% when off-hour)
- Add a PS line with offer link to boost clicks in email (14% lift)
- Every email element should work towards your goal, remove anything unnecessary
- Small tweaks can have a big impact overall
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Transcript
Foreign welcome to do this, not that, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately.
You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwedelson. Let's do this, not that.
All right, we are back for another episode of do this, not that. And today we're going to blow some minds.
All right, we're going to go through some really simple tips that if you test, and it's always about testing, if you test that, you have a really good chance to increase your engagement and your performance of your marketing campaigns. And the theme of today is really that little things can have a big impact.
When marketers say, a certain channel doesn't work for me, you know, Instagram doesn't perform for me, or paid social doesn't work for me, or email doesn't work for me, it frustrates me because there's so many different little moving parts to each of these marketing channels that if you actually focus on the little things, you can have a radically different outcome. So I want to go through some, some tips that you could try immediately. So let me give you some examples.
When you send out an email campaign, doesn't matter if you're a business marketer or you are a consumer marketer, we all put something in all of our emails that we are not paying attention to. We all put in our logo. Somewhere in that email is our logo. A lot of times it's right up there at the top of our email.
Sometimes if it's a letter format, it may be in the signature of our email. It could be anywhere.
But what we are not thinking about in these emails that we're sending out is when somebody clicks, believe it or not, about 19% of all click throughs in the emails that you're sending out will be on your logo. That is for business and consumer offers. 19%. So we're talking about about one in five clicks are going to be on your logo.
Now, I bet if you went back to your email and you looked at what is the destination, where are you sending people that click on your logo? Generally, marketers are not thinking about where they're sending that traffic.
It's going to their homepage because that's the way it was coded when the email was created. So one in five clicks are not going to the offer destination page. They're going to the Homepage, which is an epic loss, it's a fail.
Because when you are sending out an email, unless it's, let's say, a newsletter or something like that, you are usually having an offer that you're trying to promote, a consumer offer or a business offer, you're trying to accomplish a goal. You have an offer.
And really when you press send, you have to say to yourself, am I doing everything possible within this email to drive all possible engagement to get this offer to be consumed in some way? And when one in five clicks are going to your homepage instead of the offer destination page, you are losing.
Because when they go to your homepage, what happens? They are gone forever. Nobody goes back to that email. Nobody's thinking about what they just meant to click on. They are gone.
And your homepage is like where good traffic goes to die.
So the first quick tip is think about everything in your message that you're sending out and where is it going and specifically where are you sending the traffic when people click on your logo? All right, let's talk about another quick tip when you're sending out that email.
Pretty much all of us do the same thing when we're setting up our emails to send out. It doesn't matter if you're a business marketer or a consumer marketer. We are doing this. We say to ourselves, when should the email go out?
, let's send it out at:Why does that matter? Because within the first 10 minutes of every hour, all the promotional garbage email shows up in people's inboxes.
And that's when you're doing kind of that social scroll in your inbox. It's when you see the grouping of promotional email that you just keep on going. You know, I'm not into it, right?
So if you send out your emails not on the hour, it gives it a greater opportunity to not be a part of that promotional mess in your inbox. And, and it stands out.
So believe it or not, emails that are not sent out on the hour send out 807-8-22, 8:38, not sent on the out on the hour for both business and Consumer, your open rate increases on average by about 15%. And all you did was slightly change what time it is that you were sending out your email. And it's this idea of little things, big impact.
Whether it's the logo, whether it's the time you're sending something out, little things can really impact your campaigns. I'll give you another example.
When you're sending out an email, especially any kind of a letter format email, adding a PS at the end of your letter format email or an email will increase your click through rates on average by about 14%. And what you want to do is you want to reiterate your offer with a link in that ps. And here's why adding a PS really matters. You're like, really?
Anybody going to read that? Nobody's reading that far down. And that's sort of true because what happens is people actually aren't reading your email at all.
Here's how people read email.
They read the from address, they read the subject line, they might read the pre header, maybe they open it up, they read the headline, the seven word headline you have. They do not read your body copy at all. They don't care. And then they read the P.S. and that's it. That's how we all read emails.
We scan it really fast and the ps, right, it catches our attention and we're like, oh, what is this thing about? And that's it. And we try it. So adding a PS can really boost your click through rates.
And all of this really is all about just raising our awareness of every piece of our email campaign that we're sending out. For example, are you putting social sharing links at the bottom of your emails?
Are you putting an icon of Instagram and Twitter or X whatever you want to call it now, and Facebook in your emails? Why?
If you're sending out an email that has an offer and you want people to respond to that offer, what are you putting your social sharing links in there for? Are you hoping somebody instead of your taking advantage of your offer, they follow you on LinkedIn or Instagram, who cares?
Remove anything that doesn't accomplish the goal and think about every little thing that you're doing and saying, ooh, is there something else I can be doing that can change the overall outcome? Okay, so now we get to the segment of this podcast that we call since you didn't ask.
And this is where we talk about things that have nothing to do with marketing or business and are totally ridiculous. Ridiculous. It's just whatever's going on in my world in Life and whatever. So what is going on? I'm going to tell you what's going on.
And this is probably the least meaningful thing I could talk about, but I. I am excited about this. And. And it. There you go. So the month of September is very exciting for reality tv. It really, really is.
Because what's going to be coming in the month of September is really three very important shows that I want to encourage everybody to watch. First we have Bachelor in Paradise. I'm not even going to get into that because it's a topic unto itself.
And that show has been around for a while, but the next two shows really matter to me. One is Love is Blind, season five. I'm excited about this show. This is a great show. Now, Nick and Vanessa Lachey are the hosts.
They do a terrible job of hosting. They literally do everything they can to ruin that show, and I want them to go away. But the concept really is fantastic.
You have men and women in these pods, and they're separated by a wall. They can't see each other, and they date. And then ultimately they get engaged without ever seeing each other.
And then you get to see them live their lives once they are engaged outside of the pods, and it's a total disaster. And they usually break up. Some of them stay together, and it's just fantastic. So love is blind 5 is coming out later in September.
I strongly encourage you to watch that. And then also later in September is Golden Bachelor. Yes. What is this?
It's the show the Bachelor where you have, you know, 30 women trying to get this one guy's attention, and they date until he finally picks somebody. But now, the Bachelor. The Golden Bachelor, first time ever. He's this guy named gary. Okay.
He's 72, and he dates 30 women who are all of a minimum age of 65, and they've never done this before.
I'm very excited about this and a little weird watching, like, a whole dating show about people that are, like, our parents, ages, or stuff like that. I don't know what age you are. That's a weird vibe. But beyond that, I think it's great. So September is going to be a busy month.
So check out Bachelor in Paradise, Love is Blind, and the Golden Bachelor, and think about all the different little things in your marketing campaigns that can have an impact. And thanks for checking out. Do this. Not that you did it. You made it to the end. Nice. But the party's not over.
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