Quick Win Email Tips for Q2 | HubSpot Admin HUG | April 18, 2023

And so hi all. Welcome to HubSpot's Admin Hug. Today's hug is quick win email tips for Q2 with Jay Swedelson, founder of Subject Line.com Jay is going to share some quick wins to implement into your campaigns today with some key takeaways including the power of a B testing with subject lines, ideal sending days and frequencies, some major pitfalls to avoid, and more. Jay, I am super excited to dive into these Q2 tips. Why don't you go ahead and take it away for us?

Rock and roll. Thank you. Thanks for the intro. Let me share my screen because that's always the most exciting part of this whole thing here. So you can see my screen.

Not yet, no. There it is.

How about it? Oh, hooray. All right. So yeah, I'm Jay, I'm super excited to be here. Love all things HubSpot, love the hugs. I've spoken at some of the different hugs around the country, around the world and you admins make it all happen. So props to you all. I talk incredibly fast. There's nothing I could do about it. I have too much caffeine. That's who I am. And I just want to get you some rapid fire information. So let me tell you about where my data comes from. I'm going to share with you the latest tips, trips, tips, techniques, stuff that's working in the world of email marketing. And this has nothing to do with my business. Who cares what I do for a living. But I just want to give you background on where my data comes from. So I have an agency called Outcome Media and we handle marketing programs, not just email. We do a lot of direct mail and social media and print and all this stuff. We do a lot of email on behalf of our clients, both business and consumer. And we use many different platforms, not just HubSpot, but of course, course we love HubSpot the most. And across all of our clients, we do about 6 billion email messages a year. And so we are constantly, every 30 days, 60 days, 90 days, aggregating real campaign data in our research division that we have and we're pumping out all these stats, trends, information because nothing is worse than when you go to a webinar and they're telling you information from two years ago. The planet was a different place two years ago. Who cares what happened two years ago, Right? So that's where my data come from. That's what I'm going to share and I'm happy to send you all this deck and everything when we're all done because let's just make this happen. And I'm going to share lots of different stuff. Some of the stuff you're like, oh, that's ridiculous. I've tried that. It didn't work. We'll try it again. It's all about testing. Everything that we talk about is about testing. Now, the problem is you go to one of these sessions and you have all these different ideas, all different stuff, and you're like, oh, my God, I have so much work to do. I can't do that. Right? So we have to prioritize, right? We have to prioritize and say, what are the things that I could do today, okay, that can make a big impact that are not going to take a lot of time, right? They're not going to take a lot of time. So we look at this. These are the things that you can be testing, right? Running tests on that are going to have a big impact that really takes almost no time to test and to try, okay? Whether it's the day of the week, the time of the day, the friendly from the subject line. And we're going to touch on a bunch of these things. But you can't. When you do a test, it's got to be a test. You can't be like, all right, I'm going to test. We normally go out on Tuesdays. We're going to go out on Thursdays. This week, we're going to change the subject line, and then we're going to try a different. Instead of an industry report, we're going to do a webinar offer that doesn't work. That's not called a test. That's called a mess, okay? That's when you go to the buffet and you get a big sloppy plate, and you're like, I'm e everything. And then you go home and you're like, what just happened? I don't know what I ate. I want to throw up. I'm disgusting. That happened to me this weekend. That's why it's on my mind. I saw a buffet. I had a plate that was like, as if I was never going to eat again. And then I got home, I'm like, what happened? Anyway, who cares? That's me. I always start talking about weird stuff. So let's first talk about timing. Okay? We did this big analysis, and a lot of my slides are very ugly, okay? So that's part of me. We did this analysis, make it into business, and then I'll show consumer in a second. And we looked at the time of the highest open Rate, okay, when are the most opens occurring on average broken out by different industry segments? Right? Because what happens is a lot of times you hear, oh, the best time to send out an email is 8am or the best time to send out an email is 10:00am or blah, blah, blah. But the reality of it is everything's different. You know, people in the education space are up bright and early checking out emails, looking at things where people that are running restaurants, okay, it's a little bit later because they may only be showing up for their lunch and stuff like that. So we're looking at here is broken out by the industry segments. What is the highest open rate time? And the most important thing to take from this slide is to say, okay, I can't just have a blanket statement for, you know, if I'm across multiple industries or I have clients of mine that are across multiple industries, I need to factor in each industry because every industry is different in terms of when is the optimal time to be sending out your emails. And keep in mind, it takes a little time for email to get there. So if the optimal open rate is 7am, you're pressing that button like 6:30, right? It doesn't get there in one minute. Now on the consumer side, we did the same thing and we looked at different audiences, right? So people that have upper income, 8am is the optimal time in terms of their open rate. Students, it's later in the day, it's 2pm, right? If you're going after seniors, it's 10am so depending on the audience that you're going after, you really have to be testing different delivery times because you can't just be like consumers, 7:00am, business professionals, 10:00am, you can't do that. And by the way, you also have to look at this differently for offer related emails versus your newsletter. People consume newsletters at different times than offer emails. If you are applying the same timing for your offer emails as you are your newsletters, okay, you're making a mistake. Because our minds are ready for different content at different times. All right, let's keep going. So I mentioned this in the comments already, but I did want to bring it up timing something that we, in general email marketing, we are all very robotic, unfortunately, myself included. What I mean by that is we do certain things and then we just continually do them and we don't even know why we do them. We do them because it's like, okay, it's the thing that we do. It's like, why do I put on socks? Because it's the thing that we do, right? So when we set up an email campaign, right, what do we do? We say, I want this email campaign. When you say, what time should it go out? You say, I want it going out at 11 o', clock, at 2 o', clock, at 4 o', clock, you know, at 9 o'. Clock. You don't say, I want it going out at 8:30, at 7:15, at 7:17. Nobody says that over 80% of all email campaigns are sent out on the hour because we're all saying the same thing. And 70% of all email traffic occurs within the first 10 minutes of every hour. What we can do, this is how you win an email. There's no one thing that you're going to do that's going to change all of your email performance. The way you win an email marketing is a series of lots of little things that add up to a big difference. So just by not sending your email out on the hour, email campaigns that are not sent down the hour, actually the increased open rate of 15% the business side and 17% the consumer side, because it stands out. It's not showing up when everything else shows up. And that's the name of the game. How do we stand out? What can we do to stand out? Right? That is the goal. So let's talk for a minute about webinar promotions. A lot of us use webinars, okay, as a content thing to, to drive pipeline, engagement, all this stuff. But we all basically have the same problem, right? You, you promote your webinar and you, or your event or whatever, and you get, you know, you'll get 100 signups and then the day of the webinar shows up and you get 12 people to show up and you're like, I don't understand. And you want to bang your head against the wall because you want these people to show up. There are things that we can do, little things that we can do to actually get those registrations. So you have more spinach, right? We can do stuff so you can get more spinach. What can we do? Here are three things that you can do. Easy things to get more people to show up for your webinars. First off, day of send. And this doesn't just apply to webinars. Day of send is so important. I don't care if you're marketing to consumers or to business professionals. When I talk about day of send, I'm talking about you have an offer, right? You have a sale that's ending today, okay? You have a webinar that's happening later in the day. Anything that you have that's coming to conclusion, you must do a day of send to tie up that offer. An email sent within four hours of the webinar increases the show up rate by 28% versus no day of send. But this day of send also applies to a sale. It applies to anything that is ending registration of any kind. You must do a day of send within four hours of the end of that thing, okay? It's critical. It's an easy test. The next one is testing Fridays again. This doesn't just apply to webinars. The world changed during the pandemic. I don't know about you, okay? I'm one of the few people that actually comes to my office. I have an empty building. Everybody works remotely, which is great, okay? But what has happened, I think because so many people work remotely and the world's changed, is that Fridays have become this really weird day, right? There's not as many calls scheduled Friday, certainly not Friday afternoons. And everyone kind of uses Friday. Kind of wrap up the week and has this vibe of, hey, I'm cool on Friday. We see it with webinar registrations and show up rates. If you do a webinar on a Friday the last 90 days, this wasn't the case a year ago. The show up rates have increased 37% in the last 90 days. And I think it's because we have time. So it's worth a test. You know, if I put out 15 test ideas and you test them and four of them work, you may say, jay's a moron, and you may be right, but you have four new things in your arsenal, okay, that you can use. And it's all about testing. This stuff's not going to work for everybody, but it's stuff to kind of shake things up and try new things. The other thing is 30 minutes or less. Nobody. Here's a secret about email marketing and marketing in general and life. Nobody cares about anything. That's not just about webinars. Nobody cares literally about anything. The only thing people care about. Like, was it last night? No. Two nights ago. Sunday night, I was very upset with Netflix because it was the Love is Blind reunion, okay? And I was very invested in what was going to happen with Kwame and everybody else. And the thing didn't work because Netflix tried to stream it live. It didn't work. I cared about the reunion. Other than that, I don't care about anything really. And so I digress. So things need to be really short. They need to be 30 minutes or less. Webinars that are promoted right now as 30 minutes, you know, or less have a 31% higher show up rate than longer events. Actually telling the person, this is only 30 minutes, you know, you're going to get all these great ideas in 30 minutes because you're telling the person, we know you don't care, but you might care enough to spend 30 minutes with us. That matters. Okay? Little things really matter. Let's talk for a minute about chat GPT. All right, listen. It's like mind numbing, right? I'm the chat GPT is everywhere. I mean, you can't, you can't like get away from it. It's so annoying, right? It's so annoying. The last thing you want to do is talk about ChatGPT in one of these webinars. But I think it's really important. First of all, if you haven't messed around ChatGPT, it's too easy. Just go on. Anyone go on. And you can mess around with it. You have to mess around with it because it's not going anywhere. Okay? Yes. Is it going to take over the world? Yes. Is society going to collapse? Probably. But between now and society collapsing, we need to know how to use it for. Okay, so. And I'll send you this in the deck. But just to get your mind going when you go there, you could put in prompts, right? Prompts are the thing that you tell ChatGPT or Bard, which is the Google version to do, okay. So you can get results. So if you just go to ChatGPT and you go rewrite and then you put your subject line to be more suspenseful, less than 50 characters, you're going to be amazed at the subject lines that you get that are really well written. You could do the same thing for Tell it to turn my subject line into a question. Tell it to make it more funny. Tell it to make it more urgent. Right? Super win. The things that I think have been really enlightening are the call to action prompts. Okay? So if you go to ChatGPT and you go rewrite this call to action the word download without saying the word download, this, for example, is what it spits back. Okay? All these different things. Now why does that matter? Why did the call to action prompts really matter to me? Because I think is in marketing in general, the thing that we are collectively all the worst at is the call to action buttons, right? We, I mean, forget it. You go to a landing page and you have the word submit. I don't Even understand how submit became part of the vernacular of marketing. It's the weirdest word. Like every website in the plan says submit. I mean, think about that for a second. That is totally weird and strange and yet we all have it on our website. Submit. No, it's weird. But putting that aside, using words like download or register, these are things where you are telling somebody what to do. They're borderline obnoxious. Okay, what we want to do though is state the benefit. And that's why these prompts so great. Call the action buttons that state the benefit versus the commitment. So the call action button, you open up the email, you got the button. What does the button say? The button could be really long. You say whatever you want to say. Okay, if it states the benefit, get the tips. Instead of download, save now. Instead of buy now. Save my seat. If you get an email and it's promoting like a webinar and it says register, who cares? But then if it says save my spot or it says I want in, you may not. You're not going to look at that email, be like, this email is awesome. I love this email. I'm clicking on this button because this is the greatest button I've ever seen. Nobody says that. But in your mind, in your subconscious, in that millisecond that you're considering things you're going to see. Save my spot. Ooh. Your brain, somewhere deep in your brain is going to be like, I want to save my spot. It's way better than register. Okay. Increases click through rate by 24% again, we talked about the beginning is this doesn't cost you a dollar, doesn't cost you one dollar to try these things, right? It's all about testing. If you're not doing a B testing on your call to action buttons, then you're failing. It's too easy. It's just too easy. Let's talk about offers. By the way, this meme, it kills me because first of all, White Lotus. Great show. Fantastic show, right? Aubrey Plaza, I think that's her name. She's great. What was she? And Emily the Criminal. Great movie. If you have nothing to watch, which is impossible right now because what am I watching? You don't care. I'm done with Love is Blind. They're coming out with the UK edition, by the way. Now I got succession I gotta watch. Okay. I just started the show on Apple plus with Jennifer Gardner. It's all right. I read the book. It's okay. Not great. Who cares? Aubrey Plaza, Emily the Criminal. Great movie. Moving on. Don't know why I talked about that. Okay, yes.

Not to interrupt you too much, but before you move on, there were a couple questions on the translation. Do those buttons, do they translate well into other languages in terms of being, you know, a little more phrase like versus action, like.

Okay, great question. I'm sorry, I can't see the chat. So for all I know you're saying Jay's a giant loser, which I would have total respect for.

For that.

For that. So let me. So I would, I would say when you're looking at what I'm putting out here, in a lot of ways I would say don't be. Especially when you're talking about other languages and other GEOs, don't be literal, you know, don't go verbatim necessarily on the words that you see on the screen. Especially in other languages and other GEOs. It's more about the concept, right. Where you, whatever you're putting your call to action button right now, are you making it a benefit to the person or are you telling them what to do? And so what you want to test, the test is not really save my spot or register. That's not the test. The test is what are you doing today? Today I'm putting in there whatever word you're using, let's say download. And in your geo, what is it that this is going to be a ridiculous example, but get in the queue or you know, whatever you might say in England, okay, Use your vernacular in your geo. That's a benefit and that's really what the test is. So it's a great call out. I'm not sure if any other questions in the chat while I'm jumping around here.

I think you're good right now. Lots of positive responses to everything.

Well, that would be discouraging right now if you said, by the way, everyone thinks this is terrible, that would be awkward. You say that at the end after I'm off the show. Right, Right. We're done. Yeah, totally. So cool. Offers. Let's talk about offers. Okay. First we'll talk about business offers, then we'll talk about consumer. When you send out an email, if it's not your newsletter, if it's not a transactional email, you are promoting something. You're promoting something. And a lot of times we get confused about performance. We're like, oh, our database isn't good, our contacts aren't engaging anymore. We need a win back strategy. We need to do some data validation. Our IP addresses, we must be getting like, you know, blocked somewhere. No, no, pretty much your content sticks is what's going on. And so it's really in our and our interest changes. So if you rewind like three years ago, webinars were on fire. There couldn't be more webinars. Everyone said no Covid. What's going to happen? What's going to have webinar for my industry about COVID webinars were like incredible performers. Now it's like they've gone. It's a boat anchor in terms of performance because everyone's like I don't need to put that on my calendar. I don't got time for that. Ain't no thing on demand video used to be garbage. Used to be hot garbage. Now on demand video because we've been tick tocked, okay? We all love on demand video. It's doing really well. So what you're looking at here in the last 90 days, this last 90 days with data, what are the offers that the click through percentage increase when you use for example the top offer. Here is a list. When I say top number list, it could be like the top seven things you need to know about HR trends, whatever. Okay? The top list, a list of with a top whatever is the number one piece of content right now. It increases click through rates by over 40% versus a generic offer. The second one is most read content. I don't know why more marketers don't utilize this. I don't care how big or small you are and I don't care if you're a consumer or B2B. We all have most does so well because we like, we have a shared brain mentality. We like this idea of social proofing, right? When we see something like our, you know, our best seller, our most read. Okay, our most reviewed and you see that in the subject line. The most read, the most reviewed, our best seller. What are you telling the person? Everybody else on the planet said this thing's cool. You should check it out too. So it's our most read blog post. You know, our most downloaded content, our most attended webinar, our most viewed on demand video that crushes it costs you nothing. I don't care how big or small you have. You have a most and you have a least. So then you get the checklist, you get an on demand video, free guides and you go down the list. If your go to plan is an ebook, I wish you good luck. I salute you. That stinks. That's impossible. When is the last time you read an ebook? There are people that download ebooks. Not many. There are People that download them, there's nobody that reads them. I mean, no, but maybe you skim it. Nobody on planet Earth has ever actually downloaded an ebook and read it to completion. It's not a thing. So that offer is doing worse and worse. Worse. Infographics. If you're into infographics, that's cool. You might also have an AOL account. No offense. Not trying to be rude. They're just old school. Okay, so this is a list here of the content that is crushing it. So you always want to be looking at this and thinking about the different content pieces that are out there. On the consumer side, what is doing? Well, same idea. Okay. You see the same thing at the top, you see most popular. Okay, Most popular because we like it. We're like, oh, it's like, okay, this weekend, oh, you're ordering pizza my house. So my kids, my daughter's 15, my son is 16. So they think I'm a moron, which is fine. And I've said more on twice. And so we were trying to order pizza. So we like Uber Eats. So we go to Uber Eats, right? And we're trying to pick a pizza place. So we of course, were not in the same room because we all just text each other, even though we're in the same house. And I text everybody, how about this place? And they all. They fire back. That thing has a 4.1 review. That's terrible. That's disgusting. What's wrong with you? I look good. The pictures look good. I don't know. Right? We all want to do the thing that's popular that everybody likes. That's what we've been trained to do with all these apps and everything, right? So anyway, then you get into things like almost gone. That offer crushes it. Site wide sale is great. Back in stock. Bogo. I'll tell you, during a bad economy, which is what we're sort of in, subscription offers. Terrible. How many of you are signing up for, you know, some sort of fruit food delivery service today? Zero Burger. Okay, not happening. Anyway, so it's good to know which offers are really driving performance. All right, let's talk a little bit about the friendly from. I'm a big fan of the friendly from. Right? The friendly from. You know, when you're friendly from. And I'll show you exactly what I mean, the friendly from matches, okay, the subject line. When the topic of the friendly front matches the subject line, increase Your open rates 25 to 28%. This is like the thing in email marketing that so many marketers don't do. It's so easy. And it's the easiest way to impact your results. That takes five seconds. Anne Hanley. Love Ann Hanley from marketing Props. She's awesome. Okay. She tweeted this out. Ann Hanley. If you don't know her, you got to follow there. She's like, amazing, right? Huge following. B2B. Whatever. Your from line matters more than your subject line. Shouty caps for the people in the back. This is the single biggest thing I've learned in two and a half decades as a marketer. Come on, that's a big deal. Your from line matters more than your subject line. When I send you an email, you don't. My email address is the letter J. Schweddelson at corp. Wd. But when you get it says Jay Schwettleson. Nice and neat. Because I set my friendly from to be my name. It looks better. Great. Okay. We could all do that. Takes three seconds on HubSpot. It takes three seconds, right? So when I get all these emails from Salesforce, what do they do? Right? They don't just send me an email that says salesforce. They use a friendly home. And I only have one email address with Salesforce. Okay? They use the email address they use a friendly from. And depending on what the subject line offer is, they change the friendly from for each send. Salesforce Marketing cloud, Salesforce Service cloud, Salesforce Small business Salesforce for sales, Salesforce CEO programs. Because when I see that I'm instantly connected to the email, I'm instantly interested because it's more specific. Okay. It's like, oh, I know what this is about. Let me check it out. Right? Apple does this all day long. Why don't you get like six emails from Apple a day? You don't even realize it, right? You have one email address with Apple. They're utilizing the friendly from Gap. They're utilizing the friendly from. As marketers, for some reason, we don't spend anywhere near the amount of time with the friendly from that we should. Another way to utilize a friendly from is to do person from brand. Person from brand. You know, Tammy from Buffer, Jonathan from Gong. When you do person from brand, it actually increases the open rates 25 and 21%. So these are little easy things that you can do that cost you nothing. Okay. And you can impact your results. All right, let's rip through because I wasn't talking fast enough before. I'll have a sip of coffee. Let's rip through some some stats before we have to, you know, wrap up and get Some questions and all that stuff. Oh, my God. First of all, who has not, I was about to say, who haven't. Who hasn't been this emotion? But if you've seen Bridesmaids, which is a fantastic movie, I hope you didn't have this emotion in this scene because that's a little disturbing. But the, the top part where you know it's 4 o' clock and you're like, oh my God, legal approved it. Let's just get it out. Just get it out. I mean, is that not the worst phrase in all of email marketing? Just get it out. It's so, it's so sad because you're so defeated, like it's not going to work and you're demoralized that you've gotten to this point. It's just sad. By the way, if you haven't seen Bridesmaids, you got to see Bridesmaids. What's wrong with you? Stop watching this webinar. Go watch Bridesmaids whatchamacallit. Meanwhile, by the way, I heard that they're going to be making a Mean Girls sequel with all the original cast members. That's exciting. Come on. That's exciting. Anyway, this is when I pause. You might think I'm having like deep thoughts about what I'm gonna say next. About email marketing. No, I'm trying to think about horrendous pop culture that's in my brain, that's important to me, that I want to share with you. This is what's going on anyway, so little quick tips. The navigation bar. Okay? When you take somebody to the landing page, please don't let there be a navigation bar. All they should be able to do on that destination page is the thing that they just clicked on. We are a simple minded species, okay? Which is why AI is going to take over and destroy humanity. We're very simple minded. We get an email, we click on it, we go to a landing page. We're interested in the thing that was in the email. We go to the landing page and then what do we do? As marketers, we're so excited. Yay, somebody came to the page. Instead of selling them the thing that we were just promoting, let's garbage on the page, totally distract them and probably take them away from what they were going to do. That's what we do. We stink. Right? So we want to take away the navigation bar, take away any other link to anywhere. Take off the social sharing links, please. I don't understand social sharing links. Okay? What the person's about to buy the Thing and download the thing. But it's really important that you have your Twitter handle button thingamabob there. Come on, who cares? You don't need to follow. Doesn't do anything anyway. Other things. When your landing page is the same primary image as your email, right? You send out an email, it's got a picture of this dude, okay? You click on it, you get to the landing page, the picture of the dude is right there on the landing page. Again, we feel good. Subconsciously, we feel good. We're like, oh, we're in the right place. We're in the right place. I clicked on the thing and this looks like the thing I clicked on. I'm going to respond literally, just by having the same primary image on the email and the destination page will increase your overall conversion rates 19 to 24%. Come on, that's too easy. Too easy. Okay? On the destination page, there are things that you can do on the destination page that can significantly change your conversion rate. Okay? The submission button. The button to go through the form, they're going to, they're going to buy something, they're going to try something and download something, whatever it is. When the destination submission button describes the offer versus it just being generic, okay? Your, your, your submission rate goes up by 17%. So instead of saying submit, which we all know I hate, it will say, get three quotes now. Start free trial. Get my demo, whatever it is, you say the thing the person's going to do. Because subconsciously, like, oh, that's the thing. I'm trying to do that thing. This is going to let me do the thing, okay? It's that simple. The other hack, by the way, I don't want to call it hack. That's lame. Put a testimonial right by that submission button. Right, right by that last step. Put one testimonial, Put a quote right there. Put one five star review. You don't need more than that. Every company on the planet has one testimonial at least one five star review. You put it right by the button, right below the button and says, this is the greatest product, said Susie. Because what we, we see that again, it's in the subconscious. Like, oh, final validation. I'm on the fence whether I should buy something or not. I see that. One last social proof. Boom. I want it. Okay? I know I'm all over the place, but welcome to my life. Let's talk about your newsletter for a second. Your newsletter that you send out is wallpaper, okay? It is wallpaper. I would bet there Is a good portion of people watching right now that your company sends out a newsletter and you no longer even read your own company's newsletter because you're like, whatever, boring, don't care. Okay? That's humanity. That's what's going on with email newsletters. Here's the crusher about email newsletters. I have an email newsletter. Here's the crusher about email newsletters is that it takes so long to put them together. It's like you are making this whole thing, oh, my God, what should we put in it? And then it finally goes out and you don't have to think about it again for a while until the next one. Right? It takes so much effort. I don't understand for the life of me why marketers send out their newsletter once. It's ridiculous. Okay, with the effort that you put in, send your email newsletter out twice in the same week. Okay? In the same week. If you send your email newsletter out twice in the same week, your overall open rate is going to increase by 29%. So you send out Tuesday, send it out again on Thursday. When you send out on Thursday, you're going to change the subject line. Be like, oh, you missed it. Oops, you got to see this. Whatever you make that subject line, you go to the non openers and don't get into me with the openers and non openers and who really open? Who cares? Because you know, the non openers didn't open. Okay, yeah, some of the openers may not be real opens. Fine, who cares? But the non openers did not open. All right? So you send it to those people with a subject line like, oops, you missed it. Great. You get more people to read it. You want the extra boost. Okay, send an email newsletter the second time at a radically different time of the day. If you normally send out Your newsletter at 10am make it go out late afternoon. Why does that matter? Why is that increasing your open rate even more? Because what you're doing is you're catering to how people interact with their emails. Everybody actually functions differently. I read email newsletters at night. I don't read them first thing in the morning because I'm trying to race against the clock to get ready for the day. I read them at night, Some people read them first thing in the morning, some people read them at lunch. You want to cater to the other audience, right? So send it out a second time at a radically different time of day during that same week, and you'll see net new people opening it up nice. Few other Things newsletter subject lines, less than 20 character Email Newsletter Subject lines have a 21% higher average open rate. Okay? They just do. Why? Because they stand out. That's it. You want to stand out. Every time you hit send, you have to say to yourself, what am I doing in this email that's going to get my email to stand out versus all the other ones that are showing up and going incredibly short is one way to do that. Now let's talk about the other side of this. This one. You can be like, this guy's a doofus. 6% of subject lines have more than 65 characters. Okay? Subject lines with more than 65 characters, an open rate increase of 19 and 15%. You're like, yeah, but it gets cut off. It's going to get cut off. Who cares? Yeah, it's going to get cut off, but it's going to look super long. It is not going to impact deliverability at all. Okay? And it's going to stand out. And that's why you get a boost. This is all about testing, right? How do you stand out? How do you win? All about testing. So a few other things. Another cool trend that we're seeing is social proof in the subject line. This is increasing open rates by 28%. Putting the four or five stars in there. Increase open rates by. By a lot. And let me just just soapbox for one second here. When you read articles that say that things are causing go to the junk folder, right? That there are spam trigger words, that you put emojis in the subject line, that you capitalize in the subject line, that you use this word in your headline content, blah, blah, blah. And that's why you're going to junk folder. That is total hot garbage nonsense. Okay? That was the case 10 years ago. And I don't care how many articles come out saying the opposite, okay? The reality of it is you go to the. About 20% of all email goes to junk folder, Period. End of story. I don't care if you are Amazon, the NFL, Starbucks, doesn't matter. That's 20% of all email does. And there's 100 reasons why. And it has a lot to do with the dead weight of contacts in your database that are not opening and clicking. It has to do with your IP addresses, your domains. I'll tell you what it doesn't have to do with. It doesn't have to do with the words you're putting in the subject line. The emojis you're putting subject line, the capitalization, the exclamation point. The question mark. That's from 10 years ago. And that's not a reality. So, anyway, this is stuff you can test out and try. First word. Capitalize on the subject line. Increases open rates by 22%. Why? Because it stands out. Great. Easy test a few other things. Colon. Using a word or phrase to start your subject line followed by a colon. Okay. Especially for your email newsletter. Will increase your open rates by about 18%. The colon is great. I had a colonoscopy. It was great. I don't know what to tell you. Everybody should get one. Okay. Not a big deal. Emojis as the first character of your subject line for your email newsletter. Look at this. It stands out. Look, it stands out, right? Don't tell me it doesn't stand out. It does. It works. Try it. All right. A few free things and we'll see if there are any questions. Oh, cousin Greg, what a disaster. Oh, my God. Succession. Great movie. A few things. Don't ignore me. Don't hang up. Don't go away. Bye. Say wait. All right, so first off, my organization puts on a big, giant free email conference called Guru Conference. And by the way, I will be at Inbound. I want to hang out with all of you at Inbound. I love everybody at Inbound. Fantastic. We put on a virtual conference, two days, all about email marketing. It is 100% free. Okay. Last year we had 13,000 marketers. It's guru conference.com. the craziest speaker is going to be there. I'll be there. It's going to be great. My organization has a website called subject line.com which you can go to. You test your subject line for free. It gives you a score. And we now at ChatGPT integration. Every time you put a subject line in, it gives you five alternates on what you wrote based on all of our data. So that's subject line dot com, and that is free. Okay. A few other things. We'll see if you want them. We have email. Best and worst days to send email. Calendar. Green days are good. Red days are bad. We have a B2B version. A B2C version. I want to send that to you. We have for the whole year. We've analyzed every day. Not just holidays, every day. We have a tip sheet for seven tips to radically increase your B2B content downloads, video consumption. Oh, my God. I have a newsletter. All this stuff, I want to give it to you. If you want my slides. If you want to be registered for free for the Guru Conference, my tip sheet and you want to be signed up for my crazy newsletter where I talk about marketing and also reality TV? You can just email me j a yscorpwd.com and say just send me an email. Say I want everything and I will take care of you. I'll get you all set up. And last thing I'll say is number one, please connect with me on LinkedIn. I share a lot of stuff on LinkedIn. I want to connect with all of you. You're all wonderful people and. And if you are having a hug event, I love speaking at hug events. I don't charge to speak. Not that anybody would pay me anyway, but I love doing all this speaking stuff because it gets the word out there and yeah, so hit me up J S corpwd if you want, slides, any stuff, whatever. And with that now I will shut up.

We never want you to shut up. But we definitely want to get everybody's questions in here. I tried to put all of the links in there. Hopefully I didn't miss any. I know Jen's in here. She'll have a great summer later. I'm sure she'll share those out. I will also share out the recording, so don't for. Don't worry. I know Jay talks fast. He talks faster than me and I know that's very hard to do. So I will make sure those come out to you. I have one more link I'm going to put in there because I definitely want to know what you guys thought about today's event. So don't forget that survey. I will share that again later. But if you have a chance, go ahead and do that and let me get the Q and A because there were a couple that came in and I asked them to put them over in the qa. So Sammy says, what are your top three areas to a B test as a startup and how would you increase urgency?

That's a great question. So if I'm a startup and I'm thinking about AB testing, I'm very focused on not what's in the email, but getting the email opened. You know, too often people do the reverse. They focus on what's in the email and they don't focus on getting the email open. So I would mess with the friendly from like we talked about, I do a lot of subject line testing depending on your audience, different types of personalization. The subject line do really, really well. When I'm in personalization, I don't mean J comma, whatever, meaning that you tell the person who they are in the subject line. It does really well. So if you're targeting new homeowners, say this is just for new homeowners. If you're targeting CFOs, you know, for CFOs, only testing that type of personalization, the subject line does incredibly well. And then I would also talk, look at frequency, how often most marketers think they're sending out too much. I think we're not sending out enough. Okay. So if you're relevant, send out a lot of email. That's my vibe.

Love it. Awesome. Should, should you keep social icons on the thank you page? I know you said remove them off that landing page, but what about the thank you page?

So when you set up any campaign, okay, and this is why I'm not a fan of you and sometimes having social icons in your emails, right? When you set up an email campaign, if it's your newsletter, that's one thing. Okay. Because you're just trying to build a vibe. If it is an offer, you are hoping that that thing happens. You have an offer, you're like, my goal is for this thing to happen. Right. So you send out an email and then you take me to a landing page and you're hoping it happens. So why would you do anything that takes them away from that thing happening? Anything. Everything should be concentrated on the thing. So whether it's a social sharing link or even, let's say, the logo in your email, we send out an email, people don't know this. 20% of all the clicks in an email are on the logo in your email. I promise you, a good portion of everybody here, their logo is going to their homepage and it's not going to the destination page. You have to think about every link, every conduit to response, to drive them to where you want them to go. And so social sharing links just take them away from the mothership.

Makes sense. Perfect sense. Thoughts on social proof? Like Tammy from Ohio just bought. Will had put that in there.

Oh yeah. I was trying to say to myself, like, who's Tammy? So see, but it worked. You know, that's a great example. Now I'm curious, who the hell's Tammy? What did she buy? Right. Yeah, that's, that's a good test. I think that's, I think that's a worthwhile test. I mean, it's not as robust as this is our bestseller and here's. We have 400 five star reviews. You know, that's certainly a heavier use of social proofing, but I, I'm all in on that test. I think it'd Be a really cool a B test.

Yeah, let's see. Jacqueline says, Chad, GPT is awesome, but it is public domain. Not bad for emails, but nothing can be copyrighted. If you have a phenomenal campaign, including your own company's message, any modifications to that? Messaging that is created by Chat GPT is then public domain. Not sure where the question was in there. Jacqueline, maybe you can clarify.

I'll tell you. First of all, I mean, listen, we're the infancy of Chat GPT. There's no. There's no two ways about it. And there are certain things like call to action buttons. Come on, no brainer to leverage chat GBT for that and whatnot. And if you haven't messed around with Dall E, you got to mess around with that. That's the image version of chat of the AI stuff. Super interesting. But yeah, I mean, I'm not super concerned about stuff being in the public domain. If somebody wants to copy me or rip me off or whatever, you know, more power to them. I don't know. That's just my. That's always been my vibe about anything in general.

Sure. Cal says, should emails be as landing pages or simply on email sufficient? Say what should emails be as a landing page, as landing pages or simply on email sufficient? So I'm going to guess Cal, and I think you mean when. When it says can. Do you want to create a web page, a web version of this email?

I'll tell you what you shouldn't do. I don't even know if that's the question. But please, for your pre header, which we didn't talk about, nobody should be using the pre header, which is the second subject line for format issue stuff. If you can't view that, click here. You could do that as a second half of your pre header, but that pre header needs to be all about your offer. You know, needs to build on your subject line. Please don't have it. Just say if you can't view this, click here. That's an epic fail. An epic waste of real estate.

Agreed. Agreed. We got another Q and A. Oh, it was just a comment she said about the chat gbt. Gotcha. All right, do we have any other questions? I don't see anything else that come in unless I missed it. Don't forget to sign up for all of those amazing links that shared. I can't wait to be there. I'm gonna. I've already. I've already signed up for all of them, which is why I had the links ready.

I appreciate everyone being here and you know, love HubSpot, love the hugs and if I could ever be of any use, you know, just hit me up any question or whatever and if I don't know it maybe I know somebody who does and I don't know, hopefully you watch horrible TV like I do.

Tyler, I will be sending out the recording to everyone that registered. So if you're here, you registered. You'll be getting the email from me with the recording and it'll be posted in all of our social locations as well. Well, that was awesome. I mean, Jay, you always pack an amazing amount of information into a very short amount of time. I very much appreciate it.

We had fun. We had fun. We solved a lot of the world's problems. Fantastic.

Anytime we can, anytime.

Thank you everybody. All right, we'll talk to you guys soon. Thanks so much.

Appreciate you all have a great one.

Bye. Bye.

Bye.