How B2B Tech Marketers Can Radically Improve Email Performance NOW

Jay Schwedelson
Founder SubjectLine.com
CEO Outcome Media

About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius

Today’s Speaker: Jay Schwedelson
JAY SCHWEDELSON - who????
• President & CEO – Outcome Media
• Founder of SubjectLine.com
• Founder of Guru Events
• Crain’s Top 100 Industry Professionals (10 Years in a row)
• University of Florida Hall of Fame Inductee (go Gators!)
• [UF College of Journalism and Communications]
Outcome Media executes over 40,000 Email, Online and Direct Marketing Campaigns on
Behalf of Clients Each Year.
Demand Gen Experts: Email and Direct Mail. Database Growth and Data Hygiene &
Improvement Specialists.
Our research division, Worldata Research, provides free industry metrics based on these
programs. Our email research is based on over 6 billion transmitted messages annually.

5 Seconds About My Open Rates
JayS@CorpWD.com OutcomeMedia.com

We are sending out too much!

We are sending out too much!
little!

OFFER RELATED EMAIL CADENCE:
2x’s Over 3 Days vs. 3x’s Over 3 Days
3x Email Send Increases Response Rate Vs. 2x Send:
Business: 31%
Consumer: 22%

Source: GIPHY
DJ Khaled Is The G.O.A.T. of Email Marketing

If You Sent 100,000 Emails…
Business [2 Weeks]
19,000 More Opens
1550 More Clicks
130 More Unsubscribes
94% Are NON-ENGAGED!
ONLY 8 ‘REAL’ UNSUBS!

92% of Unsubscribes are From
People Who Have NOT
Opened/Clicked in Over 6 Months

I KNOW WHAT YOU ARE
THINKING…
But I will get
unsubscribes! Terrible things
will happen!

Unsubscribes are NOT bad

Unsubscribes are NOT bad
SPAM COMPLAINTS
are the bad ones!

SOURCE: HubSpot:
As much as 25 percent of
your email list attrition may
simply be due to such natural
causes as employee turnover
or life stages.

[Even if you donʼt do a 5x send for every oﬀer you
should consider at least one extra send beyond
what you are currently doing – it works!]

Nobody Cares…About Anything

77 Words
288 Words

What About Images???

Quick Wins!

Over 80% of all email campaigns are
sent out on THE HOUR.
70% of all email traffic occurs within
First 10 mins of every hour.

Email Campaigns
NOT Sent out on
THE HOUR Have an
Increased Open Rate:
BtoB = UP 15%
BtoC = UP 19%
Sending out on the HALF HOUR can increase Open Rates!

Next Slide is UGLY!

If you are going to
have an ebook don’t
say it in subject line

LAST 90 DAYS:
‘On-Demand’ vs. ‘Watch Now’
‘Watch Now’ in Subject Line Increases Open Rates:
27%

When you see ‘WEBINAR’ you think:
• Boring
• Time Consuming
• Filling Up Calendar
• Did I Mention Boring?

The Top 5 Most
Annoying People…

We Love Lists.
LAST 60 DAYS:
Subject Lines Promoting
‘List’ Content:
Increase Open Rates:
BtoB 27%

You Don’t Need New Offers or
Content!!!!
JUST MAKE A LIST!
Why They Work So Well?
• We know exactly what we’re getting
• We don’t like missing out
• We like to think we’re too busy to read
anything else
• They are easy to scan for information…
• …and we always know how much is left.
• It’s fun to try to guess what’s on the list…
• …and we love being proved right.
• A list feels definitive.

More Tips…
Way Too Fast

TIPS is Surging!
Last 3 Months:
‘Tips’ in Subject Line
Increases Open Rate:
Business – 21%
Consumer – 19%

QUICK TIP:
Landing pages that
have the same
PRIMARY IMAGE as
the originating email
generate a higher
overall conversion
rate:
Business: 29%
Consumer:
23%

“Can I put a video in my email?”
DON’T DO THAT! But…
“Can I put a video in my email?”
DON’T DO THAT! But…

EMAIL
LANDING PAGE

EMAIL
LANDING PAGE
Emails That Show ‘Play’ Button For Video
Content vs. Discuss Video Content:
‘PLAY’ Increases Click-Through Rates by 34%

QUESTION =
Opens!
Last 3 Months:
‘Questions’ in
Subject Line
Increases Open Rate:
Business – 24%
Consumer – 18%

DAY OF…

The only time we care about ANYTHING is
literally right before the thing happens:
·      Rocketship takes off – CARE @ 10 seconds prior
·      Anyone else’s birthday – CARE @ that day (maybe)
·      ANY EMAIL OFFER – CARE @ HOURS PRIOR TO EXPIRATION

BUSINESS: Sent within 6 HOURS of Event
Occurring/Offer Ending Have an Increased RESPONSE
RATE of 31% vs. Not Doing ‘Day of’ Send.
‘Last Chance’ Email Offers Sent ‘DAY OF’:

Email Delivery From
Address: =
Jschwedelson@CorpWD.com
‘Friendly From’ (alias) =
Jay Schwedelson

Email Delivery From
Address: =
Jschwedelson@CorpWD.com
‘Friendly From’ (alias) =
Jay Schwedelson
THIS NEXT STAT IS
A BIG DEAL!!!!

‘Friendly From’ Addresses That
Match Topic of Subject Line Offer
Have Increased Open Rate:
BtoB = UP 34%
BtoC = UP 37%

Specific ‘Friendly From’ Addresses
Accomplish 2 Things:
1. Establishes Relevance Immediately
2. Allows for Dramatic Increase In Sending
Volume

Example: Salesforce

Example: American Academy of Dermatology

Sending 3 Emails Per Week from 3 ‘Friendly From’ Addresses
VS.
3 Emails Per Week from 1 ‘Friendly From’ Address
Using 3 ‘Friendly From’ Addresses:
BtoB Open Rate Increase: 41%
BtoC Open Rate Increase: 34%

You’re Acting Like It’s 1985

• All Social Media Leads Are Consumer Addresses
• People are Shifting Jobs More Than Ever (and consultants use personal addresses!)
• It’s Annoying
AND!!! Registration Rates Go UP 27% When Any
Address is Allowed! [Last 6 Months]

Apparently, we
are all ‘full of it’…
And we know it.

Marketing Success is
ALL About Being Current

Marketing Success is
ALL About Being Current
LAST 6 Months
‘True’ ‘Truth’ ‘Actual’ ‘Real’
In Subject Line Increases Open Rates:
Business: 26%
Consumer: 22%

Apple uses this tactic all the time

LAST 6 Months:
‘REALLY”
In Subject Line Increases Open Rates:
Business: 19%
Consumer: 21%

Negative Outcome Subject Lines:
Increase Email Open Rates: Business: 31% Consumer: 34%

Boooooorrrinng!
Most exciting
thing is that they
forgot the ‘THE’!!!!

Newsletter Trend That is Working!
Emoji as 1st
Character of eNewsletter
Increases Open Rates: 27%
[Last 6 Months]

FREE STUFF! And Something
New…

79
FREE Email Marketing
Calendar:
Best and Worst Days to
Send
B2B and B2C Versions!
2022!!!
Thank You!
Guru Conference!
SubjectLine.com!

This is going to be a big deal…
GuruConference.com [free]

“SEND ME EVERYTHING”
Sign me up for GURU!
Send me SLIDES
Send me CALENDAR
Sign me up for SCOOP
JayS@CorpWD.com
Just email me and say…

Questions?
P.S. Save the date for our next HUG

How B2B Tech Marketers Can Radically Improve Email Performance NOW

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