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.

Another episode of Do This, Not That, and the year is wrapping up.

So one of the parts of my company is subjectline.com, which is a pretty cool site.

It's free.

Check subject lines there.

But anyway, we are constantly reviewing what is working in the subject line and what is not to drive more people to open up email.

So I thought it would be kind of fun to share with you some recent trends that we're seeing in the subject line, some things that maybe you've never tested, that as we head into the new year, there are really quick

wins, little things that you can try that actually make a difference.

People ask me all the time, what's more important?

The open or the click on an email message.

And I would say the overwhelming majority of marketers out there will say, of course,

it's the click because opens are inflated and all this other nonsense. And no, I don't say that. I say the open is the most important thing because

it's obvious. If you don't get the email open, who cares? Who cares what's in your message? Who cares

about anything? I want to give you some tips that you could use in the subject line right now

that will increase your open rate a little bit.

So here we go.

Let's run through them.

And this is data from the last 90 days.

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