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All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206

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Moving a kid into a college dorm apparently means losing a two-hour fight with a dresser, and Jay Schwedelson has the sweat to prove it. From there, he and Daniel Murray get into the marketing habits they are happy to watch die off, including one that everybody was told was the responsible way to do things. There is also a strong case that the email address you keep demanding from prospects is the wrong one entirely.

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Best Moments:

(00:31) Jay builds a dorm dresser in two hours while the dad next door finishes his in 28 minutes

(01:41) A GetResponse study says double opt-in is dying, and Jay could not be more thrilled about it

(02:28) Roughly 30 to 40 percent of people never go back to confirm, so you quietly lose them

(02:48) Spam complaints run higher on double opt-in lists because of who actually clicks that button

(03:52) Personal emails match better on Meta and social since nobody puts work email on Facebook

(05:40) Blocking job switchers from your content makes you the last vendor they ever call