In this edition:

→ NEWS: Italy & France email tracking changes

→ FREE Email Deliverability Resources  (scroll)

→ The Five Email Flows Every Business Should Have and What Should Be in Each One (scroll to blogs)

→ Agentic AI in Email Marketing and CRM (scroll to end)

I'm baccccck 

Ten days in Cyprus, and I did something RADICAL (for me anyway)

I just... lived, no work and no "I'll just quickly look at one thing" 

Which is why there was no RE:markable last week (sorry!)

That's the first time in a long while I've stopped properly and rested & just had so much fun

Anyway...how are you!? How's life?!

Let's get into it... 

NEWS: Italy & France email tracking changes

What you need to know

Two regulators have ruled that the pixel behind your open rate is legally the same thing as a cookie. Which means it needs the same consent.

France's deadline was 14 July. Italy's is 28 October.
If you send to anyone in France or Italy, this is yours. Doesn't matter where you're based, what platform you use, B2B or B2C, charity or commercial. Pixel fires in a French or Italian inbox, rules apply.

The bit that catches people: consent to send and consent to track are two different permissions. And no, you can't use a tracked email to ask for tracking consent - the pixel fires before they've agreed to it.

I've written the full action plan, how to find your French and Italian contacts, exactly where the toggles live in HubSpot, Klaviyo and Mailchimp, which automations will break, and what to measure instead.

FREE Email Deliverability Resources 

FREE TRAINING SESSION 

Getting Email Deliverability Right

A free, one-hour live training session on email deliverability

FREE TOOL 

Email Deliverability Health Check 

5-minute check of how much you really know, where the gaps are & red flags

From the Vault

A blog a day keeps the spam filter away 

⌚ 4 min read:

→  Agentic AI in Email Marketing and CRM

⌚ 6 min read:

→  Choosing and Migrating an ESP: What You Need to Know Before You Switch

⌚ 7 min read:

→  The Five Email Flows Every Business Should Have and What Should Be in Each One

From the Queen’s Court

Voiceover video verdicts

Subject line for a survey email that is impossible to scan

Click traps and a poorly executed message

The Inbox Drop

Agentic AI in Email Marketing and CRM

Generative AI creates

You prompt it, it drafts a subject line, you review it, you decide.

Agentic AI decides and does

You give it a goal ("nurture this lead to conversion") and it plans the steps, makes the calls, acts across your systems, learns from what happened and adjusts.

Almost every platform selling you "agentic" has the first and is charging you for the second.

Gartner looked at thousands of vendors claiming it only around 130 actually have it.

They've even coined a name for the rest: agent washing

What it needs and what almost nobody has:

Live, unified data. Every touchpoint, resolved into one profile, current at the moment the agent decides.

Enough volume to learn from. 2,000 subscribers and a weekly newsletter won't cut it. 

A data engineer is someone to build it, maintain it, audit it, and catch it when it goes wrong. This isn't a one-person marketing team job.

Look at every case study they wave at you - Bajaj, Shriram, Kayo Sports. Millions of subscribers. Dedicated data teams!

Unless you've got an enormous dataset, data engineering capability and developer resource, there's no practical case for chasing agentic AI right now in email marketing. 

What you should do with AI right now

Copy drafts, natural-language segmentation, send-time optimisation, conversational analytics, data hygiene. All available, all useful, all human-in-the-loop.

Three questions before anyone in your org says the word again:

• Do we have unified real-time data?
• Do we have the volume to generate real signal?
• Do we have the technical resource to build and audit it? 

BIG breakdown below

Quick win for you

Steal your subject line from your audience

Go find the exact words your audience uses about the problem you solve.

Not your marketing language... theirs.

Dig through replies to your emails, sales call notes, support tickets, LinkedIn comments, the questions people actually ask you.

Write down the phrases verbatim.

Then use one as your next subject line.

"Why are my emails going to spam?" will beat "Best practices for inbox placement" every single time - because it sounds like something they said, something they searched, something about them rather than about you.

Two things while you're in there:

• Check where it cuts off. You get roughly 30–40 characters on mobile before the chop. 
• Write the preheader at the same time. Subject opens the thought, preheader finishes it. Same thing twice is wasted space

And stop chasing the biggest open rate. You want the right opens from the right people - the ones who don't open are telling you something useful too.

Plug of the week 

Email & CRM Strategy Workshops

Back from Cyprus, tanned, and ready to be in a room with your team.

Know email should be doing more, but not sure where to start? Inherited a setup? Sending on a calendar because that's what's always been done?

That's exactly what this is for.

One or two focused days, in person or online. I do the deep dive beforehand - so we spend our time together building, not diagnosing.

Then within 1-2 weeks: your full strategy doc and action plan. Priorities, quick wins, roadmap.

You don't leave with recommendations you don't understand. You leave with a plan you believe in and a team who can run it.

"Every organisation needs to go on an email improvement journey with Beth." - Tim Watson, OHE

Get your consent in order, wean yourself off opens, and go somewhere with no wifi at least once a year.

Beth ✌️

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

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