In this edition:

→ Don't A/B test your emails - do this

→ WORST attempt at email innovation I've seen (scroll to video verdicts)

→ Preference centres are DEAD (scroll)

→ Word association matters in email (scroll)

Mother day opt out emails are getting some HEAT, what do you think you?

🎙️ I was on Validity's podcast talking about why email marketing best practice is RUBBISH, what metrics to track (not opens) and the testing you MUST do. Listen here →

🚨 Deliverability Masterclasses are changing

The live versions are coming to an end (apart from today + the one in a few weeks).

They’re being rebuilt into on-demand training, deeper content, more structure and accessible to all (last live sessions are here).

Also… I’m mid new website & rebrand - send help because I can't cope - but 10 points if you guess my new brand colours 👀

Don't A/B test your emails

What to do instead 

Please stop A/B testing your subject lines - PLEASE

Why? Well, what you test and how you measure it is fundamentally flawed.

When you A/B test subject lines or the placement of your CTA (anything like that), you are not controlling:

• What else was in their inbox

• How many similar emails landed that day

• Their emotional state

• How they already perceive your brand

• Whether they’ve subconsciously decided you’re skippable

There are TOO many external variables that impact your results  

Instead of:
“Emoji vs no emoji”

Test:

• Behaviour-triggered vs calendar-based emails

• Intent-based segmentation vs entire list sends

• 10-minute abandoned basket vs 1-hour delay

• Excluding recent purchasers vs blasting everyone

• Reducing cadence by 20% and measuring long-term lift

Let those tests run for months 

Measure REAL outcomes 

If you want the full breakdown (and why most email A/B tests can’t actually be validated), read the full piece below.

From the Vault

A blog a day keeps the spam filter away 

⌚ 7 min read:

→ What Email Deliverability Actually Is (And the 3 Metrics That Really Matter)

⌚ 5 min read:

→ The Missing Layer in Your Email Strategy

⌚ 6 min read:

→ Email Welcome Flows Are Dead and Orientation Flows Are In

How AI is changing Email Marketing

Are you ready? 

From agentic AI, to generative AI - find out what's coming and if you need to jump on that train. 

From the Queen’s Court

Voiceover video verdicts 

WORST attempt at email innovation I've seen

How word association plays a part in your emails

The Inbox Drop

Preference centres are DEAD

Every, single preference centre I have seen doesn't work

They really own solve your problem, not the subscribers 

Let's dig into why:

1) Most sign-ups are consequential, not intentional

Most people join your list because they bought something, downloaded something, or requested something.

Email opt in was a by-product.

That is not the moment to ask them to give you topic preferences. 

Their answer reflects right now, not long-term need.

2) By the time someone clicks unsubscribe… it’s over

People only get to preference centres through clicking the unsubscribe or manage preferences options at the bottom of your email 

The decision has already been made to opt out, not update preferences 

That’s an exit moment - so it's pretty pointless 

3) People do not manage inbox relationships

We like to think subscribers will:

• Update preferences

• Adjust topics

• Revisit settings

Majorty won’t, they scroll, they glance, they delete

Preference centres assume attention that doesn’t exist

There are two more in this latest piece (over segmentation by preferences and signals are stronger than selections) - read it all below. 

Quick win for you

Word association matters

Most people already have a mental shortcut for your brand or business when it pops up in their inbox 

And that shortcut shapes whether they:

• Open

• Ignore

• Trust

• Or feel confused

If your subject line uses language that doesn’t match what people associate with you, you create friction

Example: If a brand known for transport suddenly leads with “Balloons” or “Fun” - your brain goes:

“Wait… what?”

Curiosity might get the open, but if the email doesn’t resolve that gap?

Trust erodes

It’s about alignment in your emails, always 

The 30-Second Test

Before you send your next campaign, ask:

What 3 words do people most associate with our brand?

Does this subject line reinforce those associations or fight them?

If someone saw this without our logo, would they recognise it’s us?

Your emails build associations in someones brain - remember that in ALL your marketing 

Plug of the week 

Training budget to spend?

I run:

• 1:1 strategy sessions

• Team training days

• Deliverability & email workshops

• Online programmes 

Send wisely,

The inbox has trust issues.

Beth ✌️

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

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