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 here for do this, not that.

We are here for do this, not that.

And usually I do this, not that.

We talk about things you should be doing.

But today, I want to talk about five things you absolutely should not do that you very likely are doing that are actually hurting your

performance. Let's talk about email subject lines first. There are words that you could put in

your email subject line that will increase the number of people opening up your emails. We all know

that, right? But did you know there are words that you could

put in your email subject line that will actually lower your email open rate? We need to avoid

these words. Let me give you some examples. Here's a word that you might put in your subject line

that crushes open rates. The word, learn, okay? Learn the latest, blah, blah, blah. Nobody wants to learn

anything. We're tired. We're busy. It feels like work. When you put the word learn in your subject

line, it actually lowers your open rate by about 9%. So what other words are like that? The word reminder. Reminder is annoying.

The word meeting, nobody wants another meeting, okay? Or find out. If you're putting that to

start your subject line, people don't want to find out. Okay. Or the worst thing, which is,

I don't think anybody's really using it, the word chat.

You have time for a chat?

All of the words I just said, okay, reminder, time for a chat, meeting, find out.

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