Ep. 172 – What’s Up THIS WEEK ==> Changes to LINKEDIN! iOS 18 Email News! 📺 EMILY in Paris NOT #1 😳…

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. Also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwedelson. Let's do this, not that.

We are back for what's up this week from do this, not that, presented by Maragold. This is our short episode where we break down what is going on in the world of business and marketing and life.

And then we still have our short Ask us anything later in the week in our big tips episode at the end of the week. So what's going on this week? Well, LinkedIn's got a boatload of updates and some are cool and some are uncool. So first one's uncool.

So LinkedIn has launched a for you area on your feed, very similar to TikTok, where they have a for you page, right?

So on TikTok, they use the algorithm and they serve you up all the videos they think you're gonna want to see based on everything else you've looked at on TikTok. Well, now LinkedIn has done the exact same thing and they're serving up these little tiles with videos that they think you might be interested in.

But so far, the videos they've served me up have been total trash and I'm not interested in them at all. But maybe we'll get better. We will see. So you're going to start to see a for you area on your LinkedIn feed.

The other things that they're doing, which is a big win, is that you can now edit scheduled posts. So now when you schedule a post, which you can do, right? So you schedule it to go out tomorrow morning, whatever time, whatever, and.

And then like a few hours later, I want to edit that, I want to change it, I want to do whatever. You can now do that. Before, you weren't able to do that. So that's this week. You can now schedule posts.

Another cool thing that I don't think people really care about, but I do, is that you can now boost, meaning put some ad dollars on LinkedIn behind newsletters that you publish on LinkedIn. So if you publish your newsletter on LinkedIn, and don't even get me started if you don't, I have old episodes on here about why you should.

But you should be publishing your newsletters on Linked, but for the first time now, you can boost A newsletter that's written by a person. Before this week, you were only able to put ad dollars behind brand page newsletters, but now you could put ad dollars behind individual newsletters.

And what we found from the testing that we have done, okay, by spending just $100 and you have a one week campaign, you spend $100 with a one week campaign and you upload a custom audience to LinkedIn, we see engagement grow on those newsletters by over 40%. So those are the changes that we've seen this week on LinkedIn.

The other big stuff that we're really following closely is everything going on with Apple iOS 18. Now, some of you may tune this out, but you really shouldn't.

I don't think there's going to be a bigger change to email marketing than what's going to happen towards the end of this year than there has been in the last, I don't know, five years or so. Why do I say that? So Apple's going to be releasing iOS 18 around October, ish, maybe November this year.

That is the update to the operating system on our iPhones that we're all going to be using because it's going to force us to update our phones and we're going to all do that. Part of that update is that Apple is updating the Mail app in a big, big way.

So when you look at your mail, clicking on that blue icon, right, regardless of what email account you could have, a Gmail account, a work account, doesn't matter. If you click on that blue icon on your phone to check your mail, this will impact you.

So what Apple's been doing with iOS 18 is they keep releasing these beta versions of the operating system. And this past week they just released the public beta 4 of the iOS 18.

And every time they release it, there's some more capabilities of what the full iOS18 is going to have.

So we keep analyzing what is going on with the Mail app, because the biggest changes coming to Mail app will be that it's going to be doing on device categorization.

So as you receive mail once iOS 18 hits at the end of this year, similar to what Gmail has with their tabs, your email is going to be automatically bucketed into different tabs, a promotions tab, a transactions tab, a personal tab, and they're going to be leveraging AI to bucket these emails into these different tabs. So we've been trying to see how is that bucketing going to really take place.

And so far none of the betas that have been released by Apple have allowed you to see exactly how that bucketing is going to take place. But something happened this week that I think is a game changer.

In the latest beta they released, which is within the Mail app, people keep saying, who cares about the Apple Mail app update? Because just like in Gmail, a lot of people don't use those tabs.

The tabs in Gmail have not really had an impact in terms of performance, whether your email goes in the promotions tab or not, because not a lot of people use them. So people think because Apple's gonna be doing the same thing in their mail app, who cares?

Now, first of all, 46% of all email is checked, business, consumer, whatever, using the Mail app on our iPhones. So like half of all emails checked using that, right? So this is a huge impact.

But if people don't turn it on the way they didn't turn on the Gmail tabs, then everyone's saying, who cares? Here's the thing that got released this week that look, maybe they'll change it. But as of right now, it's set like this.

You can't turn off the new updates to the Mail app. You can't turn off the bucketing of your emails as they're being received into transactions and promotions, into whatever.

The only way to turn it off currently in the latest version of iOS 18 that they've put out for developers is to turn off all of Apple intelligence, which is turning off all of the AI features on your iPhone.

And I don't believe people are going to turn off all the AI features on your iPhone because they'll impact your maps and being able to ask ChatGPT questions and, and 55 other things. So unlike Gmail tabs, which is this kind of like siloed thing that you could just turn off currently, and it looks like it might stay this way.

If you want to turn off the bucketing of your emails, you're going to have to turn off all the AI stuff on your phone. And I don't believe people are going to do that.

So the usage of this tabs and people, all your emails getting bucketed as we go towards the end of the year is going to be crazy.

It's going to have a massive impact on performance and there's going to be a lot of new things that we're going to need to try to navigate, to try to get our emails in one tab or not another, or what can we do to, to compensate for some of these changes? So we're going to keep an eye out on all that. So what's going on from a nonsense perspective? Well, Emily in Paris came out this week on Netflix.

Great. I started watching great show but I've lost my faith in humanity. I'm really disturbed by something. Do you know?

Okay, so Emily Paris comes out this week but it has already fallen to the number two show on Netflix. Are you kidding me?

Do you know Went to number one is the new true crime documentary about Lacey Peterson and that absolute clown of a human, Scott Peterson. That now is the number one show ahead of Emily in Paris. Come on. What are we doing? This is terrible.

And the other big thing going on this week is that this is hometowns for the Bachelorette. I have not watched it as of this moment, the episode. So nobody tell me what happened. I'm still reeling. I'm very upset that Grant got sent home.

I know you're not watching, but I am. And that dude is awesome. I am already putting out into the universe. Grant needs to be the next Bachelor next season. Somebody do something about this.

So I'll be watching the Bachelor at hometowns and hope you check out our ask us anything later in the week and leave this thing review. I have no idea. What did we just talk about? Who knows? Hopefully it was useful. Have a great week later.

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