In this edition:

→ The deliverability tool I actually use 

→ How email fits into modern B2B account strategy  (scroll to blogs)

→ How inbox behaviour changes by generation (scroll)

→ Preference centres are dead  (scroll to end)

Well, hello there 👋

Hope life is being kind to you, or at the very least, tolerable. 

Two things before you dive in:

1) The Email Strategy Workshop landing page is now live - please check it out and enquire if you're interested.

2) The Deliverability Certification Programme is being built and will be live early May. Make sure you're on the waitlist!

Inbox hats on, you ready then?

The deliverability tool I actually use 🛠️

I've partnered with Warmy to bring you this:

Four ways to use Warmy for your deliverability: 

DELIVERABILITY TEST

Inbox placement tests

With a free test, you can see if your emails are landing in spam or the inbox for each provider.

Run a free deliverability test here →

DELIVERABILITY INSIGHTS HUB

Everything in one place

Weekly tests, inbox placement tracking, sender authentication checks, IP and domain health. 

Start your free trial here →

EMAIL WARM UP

Build sender reputation

Warmy.io enhances your sender reputation by engaging real people on any topic in any language.

Email warm up with Warmy →

EMAIL SEED LIST

Reach more inboxes

Ensure your email outreach campaigns reach their target audience with seed lists and insights.

Find out how it works →

From the Vault

A blog a day keeps the spam filter away 

⌚ 9 min read:

→  ABM Is Showing Its Age - Here's How Email Actually Fits Into Modern B2B Account Strategy

⌚ 6 min read:

→ Email Fatigue: What It Really Is, How to Spot It, and How to Recover from It

⌚ 8 min read:

→ The Guide to Email Marketing Metrics & Reporting

How inbox behaviour changes by generation

Generational patterns in inbox behaviour are real, observable, and increasingly important for email strategy.

From the Queen’s Court

Voiceover video verdicts 

Context matters - especially service emails!

A great example of email design, with a few tips

The Inbox Drop

Preference centres are dead

"Give subscribers more control. Let them choose what they want."

Sounds user-first, sounds good right?! 

Most preference centres solve a marketer's problem, not a subscriber's problem.

Most sign-ups onto your list are consequential, not intentional.

Someone

• Bought something

• Downloaded something

• Claimed a discount etc..

Asking them to configure communication preferences at that moment is completely the wrong psychological time.

Any answer reflects right now - not what they'll need/want in six months.

By the time someone clicks unsubscribe, the decision is made.

A preference centre at the exit can feel like an obstacle, if it has LOADS of options. 

You're asking someone who's mentally left to do admin on the way out.

Expecting subscribers to manage your segmentation for you is outsourcing your strategic responsibility

What works instead? Behavioural signals, orientation at sign-up.

And if you keep a preference centre - simplify it to communication type only, not 20 topic checkboxes

Quick win for you

Check every active automation for one missing exclusion

Open your most-sent journey.

Is there a situation where someone could receive it at the completely wrong moment?

A new customer, an open complaint, an active sales conversation?

Add one exclusion rule today in at least one automated email journey. 

Plug of the week 

Email strategy workshops (online or in person)

A bespoke, hands-on, in-person workshop that gives you and your team the strategy, understanding and plan to take your email and CRM function to the next level in one or two focused days.

May your list be clean, your exclusions be tighter, and your boss never say "just send it to everyone" again.

Beth ✌️

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

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