In this edition:

→ HOW TO: Send the right email at the right time

→ How to Run an Email Re-engagement Campaign (scroll)

→ I'm scared of Email & AI (scroll)

→ Prove email assisted revenue (scroll to end)

Hiya you 👋

Me asking for a behavioural signal that you’re still here 👇

This is me, fluttering my eyelashes, asking you for a signal that you’re still here

Reply, click on something that interests you, scroll to the bottom and rate this email.

Because in 2026, behaviour > assumptions

And that’s exactly what this week’s edition is about…

Send the right email at the right time

Intent > Personalisation

No one teaches you this

And why does no one tell you how to send the right message at the right time?! 

Almost no one asks: Is this the right message for this person, given what they’re actually signalling right now?

Personalisation is now context, and it's recognising the three buckets of intent:

• Active intent (I’m close to buying/enquiring)

• Passive warming (I’m interested in your content)

• Negative intent (this is the wrong time)

The thing that makes an email feel personal is recognition, not personalisation

In this NEW guide, I break down:

• The 3 intent buckets that actually matter

• How to build a simple intent signal matrix

• Why exclusion is the most personal thing you can do

• How to create intent based email strategy that will get results

• And how to send the right message, to the right person at the right time

From the Vault

A blog a day keeps the spam filter away 

⌚ 3 min read:

→ Litmus Live: AI and Email in 2026: I'm sitting on the fence

⌚ 6 min read:

→ How to Run an Email Re-engagement Campaign

⌚ 7 min read:

→ How To Innovate Your Email Marketing

Deliverability masterclasses

B2B

⏱️ 2 hours (90 mins + Q&A)

🎟️ £48 (inc VAT) 

🎓 CPD-accredited

Use code 'NEWSLETTER' for 10% off

B2C 

⏱️ 2 hours (90 mins + Q&A)

🎟️ £48 (inc VAT) 

🎓 CPD-accredited

Use code 'NEWSLETTER' for 10% off

From the Queen’s Court

Voiceover video verdicts 

Overuse, wrong messaging and survey emails 3 in 1 review

B2B Newsletter tips - do's and don'ts

The Inbox Drop

I’m sitting on the fence about Email & AI

Last week I spoke at Litmus Live on a panel about AI in email.

I left feeling two things at the same time:

→ Very inspired
→ And very uneasy

AI won’t fix a weak email programme or strategy

It will only amplify it

If your lifecycle isn’t mapped, your exclusions aren’t clear, your automations already collide, or your deliverability is unstable… layering AI on top doesn’t create magic.

It creates faster 💩💩

Used properly, AI is incredibly powerful for:

• Predicting intent signals

• Spotting churn patterns

• Identifying buying windows

• Prioritising the right moment to speak

• Suppressing the wrong ones

Read all my thoughts on Email & AI based on the panel below. 

Quick win for you

Prove email assisted revenue

The holdout test

Create a small percentage of your database (2-10%)

• Do not send them emails

• Then measure over 100-200 days:

  • Revenue per user
  • Conversion rate
  • Average order value
  • Deal progression
  • Leads generated
• Or whatever your metrics are! 

If the “no email” group performs worse? You now have a causal impact

Incremental Lift % = ((Revenue per user – Control revenue per user) ÷ Control revenue per user) × 100

Entry level → Assisted attribution
Mid level → Behaviour shift tracking
Advanced → Holdout testing

Plug of the week 

Get an email audit or session with me

Send with intent,

The inbox has a memory

Beth ✌️

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

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