What’s Actually Working in Email Right Now Based on Billions of Sends [VIDEO]

Why It Matters

Adopting the proven formats and naming strategies outlined can dramatically improve email engagement and conversion, directly impacting revenue growth for marketers.

Key Takeaways

• Use swipe files, quizzes, cheat sheets, blueprints, calendars for higher clicks.
• Rename webinars to insider sessions or live events to boost registrations.
• Offer exclusive live‑only incentives to increase webinar attendance rates.
• Avoid outdated formats like ebooks and infographics; they underperform.
• Leverage top‑performing content lists and case studies for immediate engagement.

Summary

The video, presented by email‑marketing expert Jay Schedulesen, breaks down what’s actually working in email right now, drawing on six billion sends across 40,000 campaigns. He emphasizes that marketers must rely on fresh, real‑time data rather than stale best‑practice lists.

Key findings include a shift toward bite‑size, actionable formats—swipe files, quizzes, cheat sheets, blueprints, and limited‑time calendars—while traditional assets like ebooks, white papers, and infographics see dramatically lower click‑through rates. Schedulesen also reveals that simply renaming a "webinar" to "insider session" or "live event" can lift registration by roughly 25 %.

He backs his points with striking stats: live‑only attendees convert to pipeline 400 % more than on‑demand viewers, and adding an "attend‑to‑receive" incentive boosts show‑up rates by 35 %. He jokes that "webinar" is the most boring word in English, underscoring the need for fresh language and urgency tactics such as limited‑seat bonuses.

For marketers, the takeaway is clear: overhaul content packaging, test new naming conventions, and embed exclusive live incentives to drive higher opens, clicks, and revenue. Ignoring these shifts risks falling behind in an email landscape that evolves faster than ever.

Original Description

Read more: https://contentmarketinginstitute.com/content-distribution-promotion/email-marketing-tactics

Want to know why your email marketing isn’t working well?

It’s not the volume of emails you send. It’s not crowded inboxes. It’s not even the time of day. It’s that “they’re epically boring,” says Jay Schwedelson, president and CEO of Outcome Media, a division of Worldata Group. Its properties include Guru Media Hub and Subjectline.com, the latter of which was acquired by Constant Contact this year.

Jay’s agency executes about 6 billion emails across 40,000 campaigns annually. Recently, he led the Content Marketing Institute’s Email and Content Engagement Booster Workshop.

He shares testable content fixes that move open rates, click-through rates, and even live attendance. The recommendations are based on Worldata’s recent analyses unless noted.