Welcome to Do This Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are back for Do This, Not That podcast, presented by Marigold.

And I'm so excited about this new trend in marketing and everybody needs to jump on this train.

Forever, we have used data that we had on our prospects, on our customers, on people visiting our websites,

whether you're a business marketer or a consumer marketer, you would use the data.

You would target people.

You would send them certain things based on what you knew about them.

But up until now, we never actually told our prospects, our customers when we were marking to them the data that we had.

And this is the big change.

It's basically being honest and being transparent.

And it works because that's what we want to do.

We want to connect with brands.

We want to feel connected to them.

Their authenticity, their realness. Again, it doesn't

matter if you're a boring business brand or a consumer brand. So what do I mean by this?

All right. So we ran 30 email campaigns as tests. And the test was we want to see, okay, the data

that we had on these people, if they visit a certain website page, if they clicked on something, right, if they

signed up for something, instead of just sending them communications because we knew that

...