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title: Edition 40
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Plus in this edition: why product-first emails kill conversions, AI will NOT replace email (but we do need to chat about it), steal what's in their head techinique and much much more ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

| > View all past editions here If this email looks weird click here In this edition: → 70 page Email Copy & Psychology Guide → Email Segmentation in 2026 (scroll to blogs) → Why going product-first emails kills conversions (scroll to videos) → AI will not replace email marketing - but we NEED to talk about it (scroll to end) Holla 👋   I hope life is as wonderful as it can be for you right now.   Before you get to the good bit...I'm taking on a small number of email strategy workshops right now, in person or online. Reply to this email to find out more.    I'm currently working on the rebrand of my life, a proper website is ACTUALLY in progress, and I'm building out a deliverability certification programme which I am very excited about and slightly overwhelmed by.   I currently have so many ideas and plans and not enough hours in the day, and if anyone has a clone machine, I will literally pay you   Inbox hats on, let's go 🎩 Email Copy & Psychology Guide Words have weight in email, here's how much Lucky you 👀 This guide is only available to RE:markable subscribers right now   Most of us were never taught why certain words land and others don't.   Why some emails get read top to bottom and others get deleted before the second line.   Why people act, and why they don't.   This is an in-depth bank of knowledge on the human brain and email copy - and once you read it, you'll never write an email the same way again. Download the guide → What's inside:   → Why your copy is probably written for you, not your reader (we all do it, and once you see it you can't unsee it)   → The psychology behind why people actually read, stop, and act - from primitive brain decision-making to the cognitive biases sitting in every inbox   → Five psychology principles that should shape every email you write: authority, rapport, social proof, empathy, and intent   → Five copy frameworks with real examples you can use immediately: PAS, 4P's, FAB, BAB, and AIDA — not just explained, shown in action   → A pre-send checklist that covers everything from subject line to CTA, so nothing leaves your inbox unchecked Download the guide → From the Vault A blog a day keeps the spam filter away  ⌚ 4 min read: → How to Decide What Emails to Send to Your Audience ⌚ 7 min read: → Email Segmentation in 2026: exclusions, restraint, and inbox safety ⌚ 9 min read: → How to Run an Email Re-engagement Campaign Deliverability Certification is coming 🎓 A self-paced online certification programme Fundamentals to advanced strategy, audits, testing, tracking, fixes and more. The masterclasses but bigger and self-paced. CPD-accredited and a certification worth having, especially as AI makes deliverability harder than ever.   First 100 subscribers get in at £48, after that, the price goes up. Register your interest → From the Queen’s Court Voiceover video verdicts  Why going product-first emails kills conversions  Hear the verdict Improving email reintroduction Strategies for Businesses Hear the verdict The Inbox Drop AI will not replace email marketing - but we NEED to talk about it You've seen the (stupid) posts. "I replaced my entire email marketing strategy with Claude AI." Maybe you've seen me comment on them too. First things first PLEASE don't panic. AI will not successfully replace email marketing.   The majority of businesses do not need a fully automated AI email engine and you likely never will    And the ones doing it, the problem isn't the tool. It's what's being fed into it.   Wrong strategy, wrong psychology, wrong foundations.   And AI, however clever, cannot fix bad inputs and 12 years of the wrong information and dead best practices    Everything I do is rooted in the deep psychology of email, human behaviour, marketing principles and strategy.   Getting email right doesn't require crazy tools.   It requires understanding people and inboxes in reality - that's it   Am I worried?  A little, honestly. I know I need to adapt. And I will, I'm already planning services where the AI tools you bring in to support email marketing are fed with the right stuff.   You become the engineer and the strategist. The AI does the legwork - maybe.   But this all-or-nothing approach, "AI does everything" or "AI ruins everything, is just noise.   The truth is somewhere far more boring and far more useful. Your emails still need to feel human. Your strategy still needs to understand people. And no prompt is going to replace that knowledge - well not right now or in the near future.  Read more on my thoughts and predictions here: → How AI is changing email marketing → AI & email in 2026: inspired, concerned, and sitting on the fence Quick win for you Steal the words from their head   Your best subject lines aren't clever - they should be familar  Find a real phrase your audience already thinks, says, or Googles and use it as your subject line.   Then let that same thought carry the whole email. How to find it (10 mins): → Check reviews, Reddit, support tickets, sales calls → Look at search questions (AnswerThePublic is great for this) → Ask directly - polls, LinkedIn, or just reply to this email You're looking for questions (or silent questions they may have), because questions signal real problems and real needs Then: → Subject line = the question/the thought → Body = problem → agitation → solution One thing to watch, though: Curiosity-driven subject lines are tempting. But if the email doesn't immediately deliver on that promise, trust erodes fast. The brain feels cheated. And a cheated subscriber is one click away from unsubscribe - or worse, the spam button Example of it done right:   "Why is my hair still dry even though I've tried everything?" works because it mirrors a real thought.   It earns the open AND the read. Example of it done wrong: "This changed everything for me…" might get the open - but if the first line doesn't resolve it instantly, you've already lost them. Curiosity is powerful, uresolved curiosity is damaging. If your subject line sounds like something your reader has genuinely thought, said, or searched - you're being specific enough. Stuck on what that phrase even is for your audience?   Reply to this email with a bit about your product, service, or what you're currently marketing and I'll send over some ideas. Plug of the week  Let's spend a day on your email  If you've been reading this newsletter and thinking "I need to actually do something about our emails", a workshop is the fastest way to make that happen. We spend time together (in person or online) properly looking at your email approach - what's working, what isn't, where the opportunities are, and how to reimagine what email can do for you and your organisation. Get in touch → May your emails land in inbox and your boss stop saying "just send it to everyone."   Beth ✌️ 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 |
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