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title: Edition 50
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Plus in this edition: 4 easy metrics to track, how humans behave in the inbox, the science of sending the right message at the right time ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­    ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  

| > View all past editions here If this email looks weird click here In this edition: → How email copy and design (should) work together → The science of sending the right email at the right time (scroll to blogs) → How humans actually behave in the inbox  (scroll to end) → 4 easy (positive) email metrics to track (scroll to end) This just sums up me tbh right now 👇 Wbu you?    It's been a hectic few weeks, I am tired, and all the emails are rolling into one.    But the inbox doesn't stop, so neither do I 👇 How email copy and design (should) work together Stop building your emails twice Are the words and the visuals doing the same job? Because the reader doesn't experience them separately.   When they open your email, the design and the copy hit the same brain in the same fraction of a second    When the design carries the message    And the words support the design    It's effortless to the brain and WILL get better engagement  The usual culprits, all of which I see on audits constantly: The most important sentence is buried in body text while a decorative header hogs the top spot  The subject line promises one thing, and the first visual shows something else entirely Warm, human copy wrapped in a cold, product-catalogue layout A gorgeous button that says "click here."    The three layers of the email experience   1. Aesthetic - how it looks This is he focus for so many people - but the other two are more important. This is the imagery, the look, the branding, the 'design'   2. Functional - how it works Does the email do what it is supposed to do? Is it actually a functional email? Does the button click? Is the promo code copieable?    3. Experiential - how it feels Does the email feel right for this audience, this moment, this relationship? Design contributes through visual tone, spacing, and hierarchy. Copy contributes through language, pace, and emotional register.    There's so much to tell you on this, read the full piece below or learn in depth email design in an upcoming masterclas. READ: Full article → LEARN: Email Design → BECOME DELIVERABILITY CERTIFIED Email Deliverability Certification Programme Training that teaches you (at your own pace) how inboxes really work, how to audit your own email deliverability and how to protect (or recover) email performance long-term. Get certified for £48 → From the Vault A blog a day keeps the spam filter away  ⌚ 10 min read: →  The Science of Sending the Right Email at the Right Time ⌚ 6 min read: →  Customer Journey Mapping for Email: How to Do It ⌚ 7 min read: →  How to Write a Better Email Subject Lines From the Queen’s Court Voiceover video verdicts  The voiceover video verdicts are breakdowns of real emails in the wild, if you haven't explored yet - view them here   BUT, only a handful of people view them - so the question is: Should they STAY or should they GO now? Keep the verdicts going! They can go - I don't watch The Inbox Drop How humans actually behave in the inbox Why do we obsess over subject lines, design and send times?   Because that's all we know   I obsess over how real humans behave in the inbox If you get the human wrong, the cleverest subject line in the world is landing in the wrong mental context   Most advice imagines your reader sitting in a quiet room, undistracted, delighted to hear from you.   WRONG: They're on the loo, between meetings, half-awake at 6am with six tabs open and Slack blinking.   The inbox is a thing they check, not a thing they read The takeaways I'd want you to leave with: The inbox is a task environment, not a discovery one. Social media is "seeking mode" - open, curious, willing to be surprised. The inbox is "clearing mode" - efficient, filtering, actively deciding what doesn't deserve attention.    There are four responses, not "open or not." → Read → Scan-and-file → Delete → Ignore/filter out   But every single one gets registered by our brains    If you understand human behaviour, the science of attention and the psychology of the inbox - you will come out on top, every time - I promise.  This is a MUST read → Quick win for you 4 easy (positive) email metrics to track   Inbox impressions: Every time your name and subject line landed in the inbox, across every send.    Weekly reach: How many unique people you actually got in front of this week. Meaningful actions: How many subscribers took a real next step this month (reply, booking, purchase, return visit), and does it track with how often you showed up? Retained permission: How many chose to stay? People who didn't unsubscribe, didn't bounce or mark as spam? Plug of the week  Upskill, improve email performance and transform your approach If you would like to partner up and bring me on your fantastic work, please get in touch.    My books fill up very fast! Enquire to work together → Stop counting opens, start counting humans, and send like you mean it. Same time next week?   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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