This article was based on the interview with Jay Schwedelson from SubjectLine.com by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
In marketing, the pursuit of significant wins can sometimes overshadow the potential impact of small adjustments. The recent episode of The Agile Brand podcast, featuring Jay Schwedelson, founder of subjectline.com and CEO of Outcome Media, delves into the transformative power of minor tweaks in marketing strategies. This discussion illuminates the principle that small changes can yield substantial results, a concept that resonates deeply with both seasoned marketers and those new to the field.
The Power of Specialization
Jay Schwedelson’s journey into the marketing realm began with a struggle to attract clients due to a lack of specialization. Initially, his agency offered a wide range of services, from email marketing to print advertising. However, he quickly realized that without a clear identity, potential clients found it challenging to understand the value his agency could provide. This realization led him to register the domain subjectline.com, focusing specifically on email marketing—a channel that was relatively untapped at the time.
This pivot highlights a crucial lesson: specialization can serve as a powerful tool for differentiation. By narrowing his focus, Schwedelson was able to establish credibility and expertise in a specific area, which ultimately attracted more clients. This story serves as an important reminder that sometimes, the first step toward achieving significant results is to embrace a focused approach.
Incremental Improvements
Building on the theme of specialization, Schwedelson emphasizes the importance of incremental changes within marketing strategies. In his experience, small adjustments—such as tweaking email subject lines—can lead to dramatic improvements in engagement and conversion rates. This concept aligns with the principles of agile marketing, which advocates for iterative processes and continuous improvement.
For instance, a minor adjustment to an email subject line can significantly influence open rates. A/B testing different variations allows marketers to identify which wording resonates best with their audience. These small experiments can lead to insights that inform future campaigns, ultimately maximizing the effectiveness of marketing efforts. The key takeaway here is that marketers should not overlook the potential of small changes; rather, they should actively seek out opportunities for refinement and optimization.
The Myth of the Home Run
In the pursuit of marketing success, there is often a tendency to chase “home runs”—big, groundbreaking campaigns that promise substantial returns. However, Schwedelson’s insights challenge this notion, advocating instead for a mindset that values consistent, incremental progress. By focusing on small, manageable changes, marketers can create a cumulative effect that drives significant results over time.
The idea of small changes yielding big results is not limited to email marketing. It can be applied across various marketing channels, from social media posts to website design. For example, adjusting the call-to-action button color or repositioning elements on a landing page may seem trivial, but these small tweaks can enhance user experience and increase conversion rates.
The discussion on The Agile Brand podcast serves as a powerful reminder that in the world of marketing, small changes can lead to substantial outcomes. By embracing specialization and focusing on incremental improvements, marketers can unlock new levels of success. Rather than solely pursuing grand, sweeping initiatives, it is essential to recognize the value of minor adjustments and the impact they can have on overall performance. As Jay Schwedelson aptly demonstrates, the journey to becoming an agile brand is paved with small, strategic changes that collectively yield significant results.
