Welcome to Do This Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that. We are back for do this, not that.

We are back for Do This, Not That.

I want to label this thing, the F name episode, because the last thing we're going to do when we talk about personalization that works is talk about first name.

Who cares about telling people their first name anymore? That's 1985 throwing up all over your marketing. No, I have some new personalization stats and trends

and things that are so easy to do in all of your marketing, email marketing, social media,

search, your website. I don't care that if you leverage these

things, you will see increased engagement. It costs you nothing. It takes three seconds.

Here's the concept that you want to put in your brain at all times. The sooner you could tell

somebody who they are, the faster they want to engage. All we want to know is that whatever it is that we're looking at

is for me and it's not for everybody else. That's it. Right. If I said to you, this podcast is

only for marketers. You're like, ooh, that's me. I got to check it out. Now, what does this mean

related to personalization and email and social media and all

that stuff? Let's talk subject lines. We just completed this massive study. We were looking at

millions of millions of emails we sent out and we do this study about once a year related to

personalization in the subject line specifically. And I want to talk consumer examples and then business

examples because this is game changer stuff. So if you put personalization in the subject line,

it can radically change your open rates, the percentage of people opening up your email.

But a lot of people think when you talk about personalization in the subject line,

...