In this edition:

→ The worst email I've EVER seen

→ Latest real email video verdicts 

→ Email marketing & deliverability secrets you need to know (scroll)

→ Let’s talk about email journeys and flows (scroll)

Heya, how've you been? 

I'll be pretty honest with you, this is me right now:

And that got even worse when I was forwarded this email (take a look below):

So I need your help with this:

Please head to this LinkedIn post here and engage in any way you can. Because what’s happening is actually disgusting, and it needs attention. I've also done a video verdict on it here if you need a Beth rant.

From the Vault

A blog a day keeps the spam filter away 

⌚ 7 min read:

→  Next Level Email Marketing & Deliverability Secrets You Need to Know

⌚ 5 min read:

→  How to Do B2C & D2C Email Marketing Differently (and Better)

⌚ 9 min read:

→  CRM ≠ Email Marketing: Why Your CRM Strategy Needs to Grow Up in 2025

Seen an email crime lately?

Got an email that deserves a trial in your personal or work inbox? Upload it to me (confidentially) and I’ll give it the RE:markable treatment in the next video verdicts. 

From the Queen’s Court

Voiceover video verdicts 

3 NEW Video Verdicts added

Including Virgin Experience's rebrand, which flopped, an example of an email mess up and the worst email I have ever seen.

Be first in line 

Next Deliverability Masterclasses

The Inbox Drop

Let’s talk about email journeys and flows (it's a long one)

If there’s one question that fills my inbox more than “what’s a good open rate?”, it’s this:
“How do I build an email journey that actually works?”

Sorry to disappoint you, but there’s no perfect formula for this

Journeys aren’t one-size-fits-all, because people aren’t one-size-fits-all!!

But here’s what I can give you, the principles that make every journey work, no matter what you sell or who you’re sending to.

1. Start with the destination, not the steps

Ask: What’s the outcome I want from this journey?
Is it a conversion? Activation? Retention? Education? Downloads?
Once you know that, every email has a purpose (and you’ll stop sending filler).

2. Map emotion, not just logic

Journeys aren’t email  sequences, they’re stories. Ask yourself what the reader is thinking, feeling, and doing at each stage. You’re guiding their mindset, objections and feelings, not just their mouse.

3. Stop obsessing over timing

There’s no magical “48-hour rule” or “3-day spacing” that guarantees success.
Instead, think about context. If the next email helps them take the next step faster, send it sooner. If it’s nurturing trust, give them breathing space.

Then test, observe, and adapt.

4. Don’t automate chaos

Automation doesn’t fix a bad strategy, it multiplies it.
Before you switch anything on, make sure your logic is watertight:
→ Clear start and end triggers
→ Defined exclusions (who shouldn’t get it at the start and during)
→ A reason for every step

Otherwise, you’ll end up with Frankenstein’s funnel, and yes, I’ve seen that movie.

5. Learn, don’t guess

You won’t get it right the first time, and that’s the point. Start small, measure impact, and refine based on actual behaviour. Your first journey is just your beta version. Every improvement compounds over time.

6. Build for scale, not speed

Short-term wins are great. But the best automations build momentum long-term.
That means:
→ Segment by behaviour, motivation and personas
→ Use logic over volume
→ Keep your automations visible and regularly reviewed (no more “set and forget”)

How to map out your email journey 

(without overbuilding it)

You want the right message at the right time. That starts with understanding your customer’s journey, then aligning content, timing, and triggers to it.

1) Do you even need a journey?

Don’t auto-build flows for every idea. First ask:

Goal – What outcome do we want? 
Audience – Who is this for? (segment, behaviour, intent, new vs remarketing)
Message scope – Can this live in one email, or does it need repeating/splitting up? 
Resources – Do we have the capacity to maintain it?

2) Set SMART goals

Tie the journey to clear KPIs and a timeframe. Example:
“Increase trial→activation from 18% to 24% in 90 days.”

3) Know your people

Segment by behaviour + stage first, demographics second.
Helpful fields: source, last action, content/topic interest, product/category affinity, role/industry (B2B), past purchase, engagement recency.

4) Map the lifecycle (pick the stage you’ll move)

• Awareness → Welcome, brand story, orientation

• Consideration → Guides, proof, webinars, comparison

• Decision → Offers, trials, deadlines, risk-reversal

• Retention → How to get value, updates, refills, loyalty

• Advocacy → Referrals, reviews, UGC, case studies

5) Create stage-fit content (mulitple emails per stage)

• Awareness: welcome + “what to expect”, light education

• Consideration: FAQs, social proof, case studies

• Decision: clear CTA, limited-time nudge, objection handling

• Retention: usage tips, recommended next steps

• Advocacy: “share this”, referral perks, feedback request

Tip: Resist cramming multiple aims into one email. One goal, one CTA.

6) Automate with intent

Trigger on real signals: joined list, viewed X pages, started trial, purchased, hit usage milestone, lapsed N days. Add exclusions (recent buyers, open tickets, fatigue caps) so you don’t work against yourself.

7) Monitor → learn → iterate

Track impact, not vanity: activation, time-to-value, conversion, repeat purchase, churn saves. 

Plug of the Week 

2026 calendar open

Can I be part of your email or CRM projects next year? 

Sent with love, logic, and zero spammy intent,

Speak soon,

Beth x

I have ADHD (IFYKYK) so please excuse any typos and spelling errors in this email.

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