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Adapt or Die: The Future of Email


Adapt or Die: The Future of Email, WVU Marketing Horizons with Jay Schwedelson

Whether you have heard email expert Jay Schwedelson talk before, or this is your first listen, you are in for a treat. Email is often said to be dead or dying as a media channel, but Jay makes a convincing case for its strengths—and successes. In fact, according to Jay, email is only dead for those marketers who failed to adapt to the new realities. You’ll love Jay’s straightforward and energetic style as he tells us where email is headed.

In this conversation, Jay also shares realistic and actionable tips for how we can immediately improve our email performance. Listen in for valuable secrets about subject lines, CTA buttons and Emojis, pulled from Jay’s informative website Tip: This site uses AI to analyze, rewrite, and optimize over 15 million live examples. It’s a great resource for instant (and free) subject line testing.

Jay highlights three tips for email marketing:

  • Email is only dead for those who haven’t adapted. Many marketers are still working with old rules and haven’t updated their understanding of how to make it work.
  • Find out for yourself by running easy-to-implement tests. Smart marketers run tests and use best practices. Using Call-to-Action buttons and changing the copy to 1st person can be a game-changer and don’t be afraid of using emojis. Try which uses AI to optimize and even rewrite your subject lines.
  • While we are in a difficult economy with lower budgets and higher volumes, email newsletters are once again on the rise, and your performance can be improved by leveraging timing.

About our Guest

Jay Schwedelson

Jay Schwedelson
President and CEO
Outcome Media

As one of America’s top marketing experts, Jay Schwedelson provides the latest, research-backed knowledge and best practices to marketers of all sizes and industries. His newly launched podcast “Do This, Not That!: For Marketers” is among the most popular in the United States and has been ranked in the top 10 out of over 50,000 marketing podcasts in in the entire country.

Jay gained much of this expertise as the founder of, the leading free subject-line rating tool ranked in the top 1% of all websites worldwide where he’s led the testing of more than 15 million subject lines.

Jay is also the president and CEO of Outcome Media, a multi-brand marketing services company with a portfolio which includes three organizations: 1) Outcome Media, the leading demand generation agency for many of largest brands in the world, 2), and 3) GURU Events, which puts on the GURU conference, the world’s largest email marketing event, as well as other major marketing events which attract more than 30,000 attendees annually.

Jay was inducted into the Hall of Fame at his alma mater, University of Florida College of Journalism and Communications, in recognition of career excellence.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

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