Content Marketing Institute

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

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.