In this edition:

→ Email marketing predictions for 2026

→ The Biggest Myths (and Bullsh*t) in Email Marketing (blog)

→ The one lesson you get to steal from my client work (scroll)

→ The two-track 'warming' system (scroll) 

Heya you, I’m finally resurfacing after having COVID this last week - 10/10 do not recommend.

If you emailed me recently and I replied in riddles, blame the fever.

But! I’m BACK, alive (sort of), caffeinated, and ready to talk about something far more exciting than my immune system:

Email marketing in 2026.

Because while I’ve been horizontal on the sofa recovering, the inbox has not been resting, and 2026 is about to hit you harder than January budgets.

Email Marketing Predictions For 2026

I’ll keep this short because the full list is in this blog, but here are two predictions that I wanted to pull out for you:

Prediction #1:

People will be forced to stop treating email like a performance channel (D2C email is dying and cold email is dead for good in B2B) 

If your boss is still asking “how much revenue did yesterday’s email make?” 2026 is going to be a rude awakening.

Email will shift into influence, experience, and commercial impact, not instant revenue reporting.

If you don’t evolve your metrics, you’re going to get left behind.

Prediction #2:

Deliverability becomes a board-level problem

Next year, deliverability stops being a “marketing issue” and becomes a business risk conversation. Companies are losing pipeline, awareness, and trust because they ignored inbox placement for too long.

Teams who understand deliverability will win. Everyone else will panic! 

From the Vault

A blog a day keeps the spam filter away 

⌚ 4 min read:

→  The 5 Invisible Factors Killing Your Email Deliverability Right Now

⌚ 6 min read:

→  The Biggest Myths (and Bullsh*t) in Email Marketing

⌚ 7 min read:

→  How to Convince Stakeholders to Stop Batching & Blasting Emails

From the Queen’s Court

Voiceover video verdicts 

40+ real emails. Real reactions & real lessons
See what works (and what really doesn’t)

The Inbox Drop

The one lesson you get to steal from my client work

Most email problems don’t start in the “email strategy.” They start before the first email ever gets sent.

And after reviewing hundreds of email ecosystems, the biggest mistake is always the same:

You’re treating every new contact like they’re the same kind of subscriber.

They’re not. There are two types of opt-ins in every email ecosystem, and if you don’t treat them differently, your engagement WILL tank.

1. Consequential opt-ins (most of your list)

These people ended up subscribed as a consequence of something else:

• Downloaded a resource
• Registered for a webinar
• Claimed a promo code
• Checked out online
• Needed something specific in the moment

They didn’t think: “I want to get emails from this brand/business because they're content is great”

They thought: “I need this thing… oh cool, thanks.”

Then they get flooded with emails they never meant to sign up for.

Result:
– They disengage
– They delete you for months
– They tank deliverability
– They’re “numbers,” but not subscribers

Exactly the pattern I found in the audit:

• 74 percent of subscribers didn’t open anything EVER
• 90 percent never clicked any link in an email
• One person received 101 emails in 54 days 

This is not bad performance - it’s bad onboarding

2. Intentional Opt-ins (the minority but the gold)

These people want to hear from you specifically via email. They signed up because they value your content, trust your expertise, or want updates.

They behave differently:

• They open sooner
• They click more
• They actually stay

But most businesses are blending both groups into the SAME welcome email… or worse, no welcome at all. Which is why engagement collapses long term! 

The two-track 'warming' system

What to do with this (read the block above first) 

STEP 1: Split every new subscriber into two buckets

You can do this with one property or workflow: Intentional and consequential

Tell them: “If you can’t tell who they are, assume they’re consequential.”

STEP 2: Build TWO different warming (better known as a welcome flow) experiences

Every business needs a 'welcome flow'

A. Consequential welcome rlow (Your MOST important asset)
Goal: Move them from “I wanted that thing” → “I want to stay.”

Should include:
✔ What you do and how it helps them 
✔ Why they should stick around
✔ What they’ll get from you
✔ Frequency and expectations
✔ ONE core value email
✔ A soft “is this relevant to you?” signal

B. Intentional Welcome Flow

Goal: Reinforce trust quickly.

Should include:
✔ A big value drop
✔ Your strongest POV
✔ What happens next
✔ How to tailor their content
✔ Optional segmentation question

This one converts much faster.

STEP 3: Protect their early experience

For the a time period remember to:

• Reduce volume
• Suppress non-essential sends
• Avoid throwing them into 5 categories at once
• Don’t send unrelated promos
• Don’t bury them in 10 emails a week

Early inbox experience creates long-term email behaviour!! 

If you overwhelm someone in week one, they disengage for months.

If you guide them slowly, they become your warmest audience.

Just like you are to me, you

Help me, help you 

What shall I do next? 

I need your challenges, questions, problems and help! I only want to create content that actually supports and adds value to your real-life challenges and needs. 

Reply to this email and tell me exactly what I should be writing about, and what you need help with my ears and inbox are open. 

Until next time, may your data be clean, your exclusions tight, and your SLT finally get it.

See you soon,

Beth ✌️

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

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