--- title: Edition 22 --- Or don't - it depends. In this edition: Step by step re-engagement framework, how to get out of promotions, priming for better results and email copy that converts | > View all past editions here If this email looks weird click here In this edition: → Step-by-step guide on how to re-engage your email list  → How to get out of the promotion folders → Use this copy in your emails to convert (scroll) → More masterclasses, video verdicts and a quick win (scroll) you explaining to leadership that “re-engagement” isn’t just sending a ‘We miss you’ email  I got 5 messages after the last edition asking, “But how do we actually re-engage subscribers without wrecking deliverability?”   So, I made you a full guide (you lucky thing) READ: How to re-engage your email list (properly) → Getting out of the promotion tab Or the other tab  Sorry to disappoint you you BUT...   There are no hacks, no tools, no magic tricks that guarantee you the Primary inbox.   Every time you send an email, your inbox placement can change. Microsoft, Gmail, Yahoo - they all treat emails differently.   Promotions exist for a reason: it catches emails that look, sound, and smell like marketing. Image-heavy? Promo-led? Sale-focused? That’s where it belongs.   If you want to increase your chances of landing in Primary: Write like a human Use fewer links and a less image-heavy design Personalise beyond first name Build a strong sender reputation Don’t fight it, and please, please respect it. People check their Promotions tab - they just don’t want to be tricked into opening an ad. From the Vault A blog a day keeps the spam filter away  ⌚ 10 min read: →  How to Re-Engage Your Email List (Properly and Without Destroying Deliverability) ⌚ 5 min read: →  CRM Tools - What They Are, What They’re Not, and How to Choose the Right One ⌚ 7 min read: →  How to Build Subscriber Personas that Drive Better Email Results (and Understand What Your Audience Truly Wants) From the Queen’s Court Voiceover video verdicts  Hyper personalisation gone wrong Hear the verdict Don't make the same B2B mistake Hear the verdict Emails in the wild 38+ real emails. Real reactions & real lessons See what works (and what really doesn’t) Listen or watch to these video verdicts → The Inbox Drop Use this copy in your emails to convert You know I don’t gatekeep, and this one’s too good not to share.   Problem, Agitation, Solution - is the single copy structure I use in almost every email I write (aside from RE:markable). From B2B to D2C, cold outreach to warm nurture, it just works.   You have to make people feel the problem before they’ll care about the solution.   The PAS copy framework:   P = Problem Start by calling out the pain or challenge your reader actually has. Everyone has something they need to solve (in ANY industry) Be real, use their words and how they explain it (get this off Reddit, sales calls and market research).   “You’re sending more emails than ever… but email just doesn't seem to generate results.”   A = Agitation Now twist the knife (nicely - don't be silly with this). Amplify that problem. Show them why it’s urgent, why it matters to them, what it’s costing them, grow the emotion around it.    “You’re pouring so much time and effort into email, so much pressure from leadership, and you probably have a hidden deliverability issue - you just don't know where to start.”   S = Solution And then you come in with the answer. How can they fix it? Maybe you have a piece of content that can help, maybe it's a product, maybe it's a service.   “In my Deliverability Masterclass, I’ll show you exactly how to identify why email isn't generating results and how to audit your deliverability step by step.”   And it works especially well for warm audiences who already know you.   When you combine it with segmentation and timing, it’s unstoppable (I sold out my Masterclass tickets by following this framework).   There are another 4 copy frameworks that also work very well in email 👇 READ: How to Write Better Email Copy → Masterclasses coming up  Deliverability for B2B, B2C and D2C  The first two masterclasses were a HUGE success, I've added more dates: B2B Deliverability Masterclass → Get your seat here (use 'NEWSLETTER' code)   B2C & D2C Deliverability Masterclass → Get your seat here (use 'NEWSLETTER' code) Get on the waitlist for future dates → Quick win for you Prime before you blast   Got a big send coming up (or are you being forced by leadership to send to everyone). Don’t hit “send to all.”   Instead, prime your send. Split your list into smaller pots and send to your most engaged subscribers first.   If your first batch gets positive signals (opens, clicks, replies), Gmail and Outlook think, “Ooh, people like this!”   and reward you with better inbox placement for the rest of your sends in that day.    Dump everyone in one send, and those early negative signals can tank your reach before half your list even sees it.   It’s a little extra work - but the lift in engagement and deliverability is worth every second. Plug of the Week  Email Transformation Projects  I've just finished working with a lovely business and marketing team on their email transformation, and the team have just: Got 100% of their emails landing in the inbox (and no spam) Generated £350K+ in pipeline for sales Got their highest ever event sign ups from email  💅💅💅💅 Work with me → Stay spicy, stay segmented 🌶️   Speak soon, Beth x I have ADHD (IFYKYK) so please excuse any typos and spelling errors in this email. What did you think about this email? Know someone who needs this in their inbox? Send them here. Astral Digital, 85 Great Portland Street, First Floor, London, Central London, W1W 7LT  Unsubscribe from RE:markable here | | --- |