123 - Leveraging email marketing after iOS 18 with Jay Schwedelson | Avidly Talks: Marketing and AI

Avidly Talks

Jay Schwedelson, the B2B email marketing expert, talks about the importance of email lists and the impact of AI on email marketing. He discusses the value of a reliable email list, strategies for growing the list, and the challenges of maintaining a healthy database.

Jay also explores the impact of AI on email sorting and the need for more human-centric email marketing. Jay shares tips for creating effective email newsletters, including the use of personalisation and injecting humanity into the content. The conversation concludes with a discussion on metrics to focus on and common mistakes in B2B email marketing.

Takeaways

• An email database is the most valuable asset a company has, as it allows direct communication with prospects and customers.
• Growing and managing an email list is crucial, as there is a natural attrition rate of about 20% per year.
• To grow an email list, marketers should leverage tactics like pop-up contact captures and social media engagement.
• The future of email marketing involves more human-centric approaches, such as sending emails from individuals rather than brands and focusing on building relationships.
• AI, like Apple's upcoming update, will impact email sorting, and marketers need to adapt by creating emails that stand out and feel more personal.
• B2B marketers should prioritize generating replies and building relationships through no-agenda marketing.
• Email newsletters should include personal touches and inject humanity to engage readers.
• Subject lines, call-to-action buttons, and timing are important elements to consider in email marketing.
• Marketers should focus on metrics like open rates, click-through rates, and replies, while avoiding common mistakes like sending generic content and neglecting personalization.

Chapters

00:00 Introduction and Overview

02:00 The Value of an Email Database and the Challenges of Database Growth

08:23 Strategies for Growing an Email List and Maintaining a Healthy Database

10:54 The Impact of AI on Email Sorting and the Need for Human-Centric Marketing

13:31 Tips for Creating Effective Email Newsletters

17:54 Metrics to Focus on and Common Mistakes in B2B Email Marketing