Trade Secrets: Marketing

So today the Inspiration Fairy (henceforth known as Little Miss Moxie) struck while I was catching up on a session from INBOUND, HubSpot’s Marketing and Sales Conference.

Jay Schwedelson’s talk about Email Marketing: Test This, Not That was everything.

I watched all 46 minutes of email marketing brilliance so you don’t have to. But you totally should.

I literally laughed out loud while watching it, multiple times.

This man is my spirit animal. And that salt + pepper hair mixed with self-deprecating humor? Come on.

Fav quote:

“I’m not Magellan. I don’t need to discover anything.” – on stupid words like “discover” being overused in email subject lines.

Fav burn:

“Webinar in the subject line? Just say boring instead.” I've been hating on the W word since 2021. I freaking hate it and am still on a quest for an alternative.

Diamonds (A Marketers Best Friend):

Use confirmation-type terms such as “Access”, “Subscription”, “Your Download”, “Activated”, “Confirmed”, “Renewal”, “Response Needed”, “Delivered”, “Update”
Instagram Reels ads outperform other platforms for webinars and opt-in CTAs
STOP using these subject line words: unlock, discover, boost, grow, optimize, don’t miss, webinar, act now, exclusive offer
STOP using these words in CTA buttons and links: unlock, submit, learn more, buy now, register here, download now, try for free, continue, shop now
(BRB – going to rework all of my new website copy – j/k!)

CTAs should be first person. “I want in.” “Yes, I’m coming.” “I want my 20% off.”
Webinar alternate terms that boost email open and click rates: live event, digital workshop, live panel, virtual event, insider session. NEVER use “Webcast” unless you’re over the age of 90, British, and your name is Nigel.
Reverse psychology subject lines. “Honestly, this won’t apply to you.” “Keep scrolling” “Might be too late” “Nothing important here”. I can attest to this one… Issue 81 of my Insider email made it very clear I had nothing to offer, yet it was one of my highest day-one open rates ever.
Use “way to” in subject lines to increase open rates B2C 19% and B2B 17%. Best way to, smart way to, right way to, simple way to…
A/B test sending emails with no pre-header and a short (3 words or less) subject line. Data shows 25% higher open rates.
Emojis in subject lines as the first character increase open rates. My tip: choose a signature emoji and use it in EVERY subject line. Brand recognition through emojis.
Using greeting tags is so 1999 (“Hello [first name]”).
“Letter” type format emails (like the ones I’ve been sending for the past 3-4 months!) get 28% higher clicks and 82% higher replies.
Little Miss Moxie Tip for Exhibitors: Increase attendance at your workshop or industry theater with this marketing. >>>>>>

Watch the session for yourself here.

If your emails feel like they're flat lining, test one of these tricks this week. Then come back and tell me all about it.

-Ann Dosen