What up? Welcome to Do This Not That, the podcast for marketers. I'm Jay Schwettleson. Let's dig into some tips and some randomness.

We are back for Do This, Not That podcast presented by Marigold. And today I wanted to rip through completely ridiculous A-B tests that you could be doing

in the subject line, stuff that you probably have never tried.

And in my organization, my agency, we're always testing different tactics because so often

marketers are focused on what's inside the email.

What's the email say?

Did it get approved?

Are the images nice? Who cares? And if we don't

get the email open, then what is the difference what's inside the email? So what can you be doing in the

subject line that will allow your emails to stand out and not everybody else's? So these are a series of

tests that we've been running recently that I call opposite tests. And basically, we take a concept and we run

an A-B test and we make sure the subject lines are the exact opposite of each other to see which

one's going to work. And we got some really cool results here for each one of these. I know this is a

horrible episode because you're outside walking, you're driving, you're doing. You can't capture all this information, but maybe you'll go back to it or maybe you'll just

ignore this and tell me I'm a doofus. It's okay. All right.

So let me go through these different tests of what worked and what didn't work.

So this is kind of cool.

The first one, and these are all A, B, subject line tests.

You take your email database, you chop it in half, you do a subject line A,

subject line B, you keep everything else the same. The first one is the reverse psychology test.

So one subject line says, you don't need this email. The other subject line says you absolutely

need this email. That's it. That's all the subject lines say. Which one do you think

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