This week’s tip is based on insights from Jay Schwedelson's presentation at Social Media Marketing World 2025.

Why are great emails getting ignored—and how can one tiny change fix it?

The Problem: Strong Content Gets Ignored Because of a Weak Subject Line

Your email open rates aren’t what you want them to be—and you’re not sure why. You’re sending relevant content, your list is solid, and yet … the results aren’t matching the effort. The culprit? Often, it’s your subject line.

Most advisors unknowingly sabotage their campaigns with generic or outdated email headers. Words like “Learn,” “Register,” or “Join” are tanking performance—and it’s not just theory. As he explained last week at Social Media Marketing World, Jay Schwedelson studied trends on subject lines and discovered surprising truths about what gets clicked.

The Solution: Use Subject Line Tactics That Drive Opens

Revamp your subject line strategy using data-backed micro-tactics. According to Schwedelson:

Start with a number → Open rates jumped by 17% in consumer emails.
Use [brackets] at the beginning → +21% in open rates.
Use first-person pre-header text → Adding language in the pre-header like “Welcome to your update,” “Resources curated for you,” or “Your quick guide is inside” increased open rates by 18%.
Avoid weak openers → Words like “Learn,” “Discover,” and “Register” actually lowered open rates by up to 14%.

These small tweaks don’t require more budget—just more intentionality.

The Outcome: More Opens, Better Engagement, and Deeper Trust

According to Schwedelson, when these small changes are implemented, email engagement improves almost instantly. This translates to better lead nurturing, higher attendance at events and webinars, and increased trust through consistent, high-quality touchpoints.

How We Help: Tactical Guidance That Elevates Your Everyday Marketing

At OnNiche® by Kaleido, you don’t have to test alone—we provide direct feedback to our members through our online forum, live chat, and office hours on things like their emails, so their marketing consistently reflects their expertise, builds credibility, and drives real engagement.

Want to learn more? Let’s schedule a call.

We Want Your Take! Have you tried any of these tactics? What worked—and what didn’t? Join the conversation and share your experience at the OnNiche® Public Square!