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Actionable Marketing Podcast

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Now displaying: January, 2021
Jan 26, 2021

Are you familiar with the dark mode? About 92% of those with smartphones use dark mode on at least one app. The increased use of dark mode with various email services and clients present challenges. How do email marketers make sure that emails are easy to read in dark mode?

Today’s guest is Melissa Sargeant, Chief Marketing Officer (CMO) at Litmus, a well-known email marketing software company. She explains exactly why dark mode matters for marketers, and what they can do to make sure their emails look their best. Melissa provides insights into why this is important for marketers to understand, test, and optimize.

 

Some of the highlights of the show include:

  • App Developers: Dark mode makes type and visuals lighter on dark backgrounds
  • Functional Trend: People use dark mode to read content; easier on their eyes
  • Benefits: Reduce screen brightness to preserve battery; accessibility preference
  • Email Clients: Apple, Samsung, Google, Microsoft, and Yahoo offer dark mode
  • Problems: Prioritize dark mode for subscriber preference, different email clients
  • Cost: Sending email versus potential cost of not optimizing email to be visible
  • Tips and Tricks: Settings, assets, code, examples, and guide to dark mode
  • Do More with Less: Build, test, and analyze emails, then send them for review
  • Email Analytics/Insights: It doesn't end with send; use data to make better email
  • Test every email, every time to deliver an experience that exceeds expectations

 

Links:

 

Quotes from Melissa Sargeant:

“The reason why a lot of people are viewing things in dark mode—we talk a lot in email marketing about accessibility to your emails—for some folks, it's just easier on their eyes. It’s an easier way for them to read content.”

“We think about email as a channel. It’s truly this one-to-one connection that you have with your subscribers. If they are showing a preference for how they want to view their content, it's a good idea to honor that and respect that and do the best you can to deliver them their content the way they want to read it.”

“If you are using an email optimization platform, you can do all this building and testing across all these devices and ensure end clients that when that email goes out the door, you'll know with certainty that people who are viewing in dark mode are able to view it in dark mode.”

“Efficiency and the email workflow process is super important.”

Jan 19, 2021

What does it take to write a great headline? A simple, yet effective tool that makes marketers more confident when writing headlines. Take the guesswork out of improving headlines. 

Today’s guest is LaRissa Hendricks from CoSchedule’s product marketing team. She introduces Headline Studio, CoSchedule’s new premium headline testing platform that takes your headline writing to the next level.

 

Some of the highlights of the show include:

  • Differences between CoSchedule’s Headline Analyzer and Headline Studio
  • Headline Data: Leads to more engagement, traffic, clicks, higher rankings
  • Challenge: Know what to write to get people’s attention, click to read content?
  • Familiar and New Features/Functions:
    • Word/character count
    • Headline feedback and suggestions
    • History of past headlines
    • Headline and SEO scores
    • Word banks (power, emotional, common, and uncommon)
    • Full thesaurus
    • Free browser extension
    • Search competition

 

Links:

 

Quotes from LaRissa Hendricks:

“Writing headlines can feel very vague.”

“How are you even supposed to know what to write for your headline? How are you supposed to know what’s actually going to catch people’s attention? What’s actually going to make them click and read your content? That’s a huge challenge.”

“With over four million headlines, we have a very good idea of what works and what doesn’t.”

“Headline Studio is like a super fun playground for your headlines.”

Jan 12, 2021

What's the problem with doing what everybody else is doing? Marketers are expected to come up with something wildly innovative or creative. Dare to be different and get unstuck by presenting interesting or authentic ideas in a meaningful way.

Today’s guest is Mike Poznansky, founder and managing partner at Neato—a full-service marketing agency that helps brands connect with young audiences, including college students and Gen Z. Mike explains how to break out of a rut and do work that reflects you and your brand. What makes you uniquely valuable, instead of someone simply following the leader of the pack?

 

Some of the highlights of the show include:

  • Neato: Uncovers insights, develops strategies, and creates marketing programs
  • Turnkey Tactics: Marketers observe how successful brands market themselves
  • Thoughtful: Put time, energy, and effort into effectively identifying ‘why’ or ‘how’
  • Copy-and-Paste Marketing: Don’t expect the same results by mimicking tactics
  • College Culture: People's needs, pain points, aspirations are always changing
  • Human-Centered Approach: Understand brand, organization, accomplishments
  • Iterative Process: People on the ground and prototypes represent audiences
  • Authenticity: Be yourself, know who you are, what resources/assets are available
  • Failures: Try to do something for the sake of evolving and learning

 

Links:

 

Quotes from Mike Poznansky:

“Prototype it, and then get out there and try stuff, and show up. Be a part of that experience or that event, and see how people respond, and talk to people afterwards. Then, refine it. It's an iterative process.”

“Everyone acknowledges in some capacity, the need to build a genuine and meaningful relationship with the segment in order to get them to care about your brand. It's critical for brands to show up in an authentic way.”

“Stay invested, stay involved, continue to refine that approach, continue to learn, continue to listen to your segment, assess the results, and figure out how you can improve and make it better.”

“Fear of failure or fear of sounding stupid or uninformed, those are real creativity killers in businesses and in the agency-client dynamics.”

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