In this edition:

→ 2026 masterclasses are available 

→ How to get more email opens and clicks

→ The Science of Inbox and Email Attention (scroll to blogs)

→ Two brand new, real email voiceover video verdicts (scroll) 

→ Essential Email Marketing Skills for 2026 (scroll)

Can I just first say, thank you for being here you.

This is edition 28, which feels wild to write.

Whether you’ve been here since day one or joined somewhere along the way, I know this isn’t your first newsletter… and I appreciate you.

You might not read every edition. You might skim some, save some, miss a few or totally forgot you signed up.

Hopefully, you know I do not gatekeep ANYTHING and are finding the content helpful? 

Due to popular demand (YASSS 💁‍♀️), I’ve now released the 2026 Deliverability Masterclass dates. Use code NEWSLETTER for your discount.

How to get more opens and clicks

Engagement isn’t an action, engagement is a condition

Why do you ask:

“Should we change the subject line?”
“Is it the design?”
“Is it the CTA?”

…as if engagement lives inside the email (stay with me here..)

And unless you improve the conditions your emails live in, your numbers will not move! 

Not with better copy, not with prettier layouts and not with new send times.

The only real drivers for engagement are:

• Inbox placement
• Onboarding & conditioning
• Expectation setting
• Relevance
• Cadence
• Invisible permission
• Segmentation
• Trust

There's SO much to tell you and for you to learn from this. Read everything you need to know about how to get more opens and clicks below. 

From the Vault

A blog a day keeps the spam filter away 

⌚ 8 min read:

→  The Science of Inbox and Email Attention

⌚ 5 min read:

→  Email Marketing Predictions For 2026: What’s Really Coming Next

⌚ 12 min read:

→  How to Successfully Migrate ESPs (and What your Boss Needs to Know)

From the Queen’s Court

Voiceover video verdicts 

Don't speak too soon with your offfer

Why recall is so important for your colder audience in B2B

The Inbox Drop

Essential Email Marketing Skills for 2026

1) Customer & audience experience strategy 

Not “send campaigns”, you need to design journeys. Map the lifecycle, know the job email does at each stage, and obsess over relevance, flow, and context.

2) Data literacy & data strategy

Know what data you need, when to collect it, how to use it for exclusions and triggers, and how to translate it into decisions.

3) Deliverability literacy

Absolute non-negotiable now. Understand domain vs IP, inbox placement vs “health scores”, warmup, list hygiene, and how your behaviour teaches each provider to trust (or ignore) you. Plus, how to audit & monitor. 

4) Stakeholder persuasion & commercial storytelling

You’re not just sending emails, you’re selling email internally. Talk risk, revenue, and long-term impact so you can stop the “send it to everyone” madness.

5) Curiosity as a default mode

The best marketers ask “why this, why now, why them?” before every send. Never accept “we’ve always done it this way” as a strategy.

5) Exclusions, segmentation & ‘send smarter’ thinking

Junior thinking = “who can we include?”. Senior thinking = “who should not get this, and why?”. Exclusions protect revenue and reputation.

6) Progressive profiling & signal use

Move beyond “Hi ”. Collect only the data you’ll use, over time, and let it actually change journeys and messages.

7) Technical fluency 

You don’t need to code. But you do need to understand how CRM/ESP/web talk to each other, auth basics (SPF/DKIM/DMARC), and when data flows are broken.

8) Measuring what really matters

Less “41% open rate”, more “this journey shortened time-to-value” and “this exclusion framework reduced complaints and lifted revenue per 1,000 sends”.

I break all of these down in detail, plus where to start over the next 12-18 months (hit button below). 

Quick win for you

Recall: the forgotten driver of engagement

One thing marketers massively underestimate, especially in B2B, is how quickly people forget.

Not because your content is bad or not because your offer is weak.

But because their inbox is chaos (like my life 🙃),  their Slack is chaos, their calendar is chaos… and you’re competing with 47 other priorities on any given Tuesday.

Engagement isn’t just about relevance, it's also a lot about recall.

If people don’t remember in a less than a millisecond who you are, how they know you (most important one), what you help with, or why they signed up, even the best emails fall flat.

Here’s the quick win:

→ Build intentional recall loops

You need to gently re-anchor people in what you do, how they know you, how you help, and what’s new, far more often than you think.

Practical ways to do this:

• Mini reintroductions
  Drop one-liners into the top line of your campaign. Old subscribers need the reminder just as much as new ones.

• Periodic value recaps
  Every 6-8 weeks, send a short “Here’s what you’ve missed” or “Top 3 things I can help you with right now.” This resets context and boosts relevance.

• Reassurance messaging
  B2B especially needs this. People open when they trust you’ll help them make a good decision - not when they fear being sold to.

• Consistency in tone + purpose
  Your voice is recognisable. Use it. Habit builds when people can clock your emails instantly.

Most disengagement isn’t disinterest, it’s disconnection and daily life getting in the way.

People drift, attention splits and context evaporates

Recall builds the bridge of how they know you and that triggers their next action 

Work with me in 2026

Plug of the week

I’ve now been trusted by 100+ businesses to strengthen their marketing teams, from full email transformations to deliverability audits, training, workshops, and ongoing strategic support.

I can help with:
→ Email, deliverability and strategy audits
→ Training + workshops
→ Full transformations (including data, CRM, strategy and content) 
→ Strategy, segmentation, and “what should we actually be doing?” clarity

If you want to improve email, build confidence, or finally get a grip on your ecosystem… let’s chat.

Until next time, may your data behave and your emails do their job.

See you soon,

Beth ✌️

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

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