Edition 6

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In this edition:

→ Voiceover video verdicts of real emails

→ Easy steps to building a better email strategy

→ 3 email marketing blogs

→ Deliverability myths

This one’s a little late…so very sorry you

Actually, I'm not sorry because I’ve just got back from Amsterdam, where I actually went offline for 5 days - it was lush.

When you run your own business, when you’re doing the marketing, the delivery, the growth, everything - it’s VERY hard to rest. My brain never stops.

It's felt a bit scary sometimes, especially this week after coming back from holiday

So I want to talk about something I wish more marketers heard:

Your marketing does not need to be perfect (and yes, this means email strategies and campaigns too).

I’ll always call out the big brands with fat budgets and big teams, as they have no excuse.

But if you’re a one-person team, or email’s a part of your job, and you're under pressure to just send something, that's okay, you're doing amazing.

From the Queen’s Court

Voiceover video verdicts

B2C/D2C Email Video Verdict

A very different B2C email, check it out.

Hear the verdict

B2B Email Video Verdict

Really great email from a B2B tool - Miro

Hear the verdict

BONUS: B2B SaaS tool email verdict (not a good one)

Quick Win

Easy steps to building a better email strategy

Everyone talks about strategy. But before you map a journey or plan your content…

You need to define your impact story.

Because email isn’t a conversion tool.

It’s a visibility driver, a revenue enabler or a relationship builder.

It’s one of the few channels that can support multiple goals if you’re clear on what you want it to do.

So ask yourself:

Will email impact revenue?
Will it drive awareness or recall?
Will it boost conversions or repeat purchases?
Will it nurture leads?
Will it help fill the pipeline?

Industries like E-commerce makes email attribution easier, but in most businesses, the impact is deeper than clicks and orders.

Impact is about the role email plays across your customer journey and customer relationship management.

So, before you plan your next campaign, start here:

What do you want email as a channel to impact?

Why?

And how will you know it worked?

Get clear on that, and everything you do needs to work towards this.

From the Vault

A blog a day keeps the spam filter away

⌚ 7 min read:

→ How to Start Using Email Marketing as an Awareness Channel

⌚ 11 min read:

→ How to Build Subscriber Personas that Drive Better Email Results (and Understand What Your Audience Truly Wants)

⌚ 10 min read:

→ How to Write Better Email Copy: Framework and Guide

The Inbox Drop

4 deliverability myths that are totally not true

Myth 1: Unsubscribes hurt deliverability

Unsubscribes are a healthy signal. They are specifically there as a tool to stop emails - they do not impact, harm or affect your email deliverability.

Myth 2: High open rates = good deliverability

Not always. Open rates can be highly inflated. Even when you land in spam, you can get high open rates. Open rates tell you nothing directly about deliverability.

Myth 3: Certain words land you in spam

You can write whatever you like, if your domain is warm, your list is engaged, and your emails are authenticated, it won’t matter. While certain words can raise a red flag, spam filters don't rely solely on a list of forbidden terms.

Myth 4: “1 in 5 emails land in spam”

Bit dramatic, you. That stat's been taken out of context. Spam placement isn’t uniform, some of your emails might land in spam depending on your sender rep, engagement, content and audience. It’s not a guaranteed 20% death drop.

Plug of the Week (kinda)

I’m fully booked right now

But if you’re curious about how I actually help businesses and marketers like you, let’s have a chat anyway. No pressure, just a convo.

Schedule a time to talk →

If subject lines could strut, yours would own the runway.

Until next time,

Beth x

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

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