In this edition:

→ How not to split test your emails 

→ Voiceover video verdicts of real emails

→ NEW email marketing blogs 

→ Email marketing metrics to track (that you've never heard of) 

How not to split test your emails:

Email platforms made it way too easy to A/B test subject lines… and marketers ran with it.

Now, half the industry thinks “split testing” means changing a couple of words in a subject line and sending.

Open rates are the only metric to measure your subject line 'success'

But they are not reliable, nor are they just a positive metric. 

They’re not reliable enough to validate anything.

Proper email testing is scientific 🧪

It’s hypothesis-led, outcome-driven, and focused on meaningful changes, not vanity tweaks to your emails.

If you can’t validate the result with confidence (like by sending the same thing to the same people at the same time), it’s not a test.

It's a calculated guess 

Here's what not to split test:

• Subject lines
• Button colours
• Preheaders 
• That small tweak to the font or image that's at the bottom of your email 

Instead, test the big picture stuff:

• Messaging frameworks
• Type of content vs different audiences
• Email structures
• Timing
• Flow logic
• Tone

Then look at the right metrics to assess impact.

In this edition, I’m testing formats in this very email. 

Infact, you could be in one of my control segments (AKA my testing pot). 

Scroll, click, explore. And remember: the goal isn’t opens. It’s impact.

From the Queen’s Court

Voiceover video verdicts 

The collection is now open...

18 recorded video verdicts of real emails in the wild.

From the Vault

A blog a day keeps the spam filter away 

⌚ 11 min read:

→ CRM ≠ Email Marketing: Why Your CRM Strategy Needs to Grow Up in 2025

⌚ 7 min read:

→ The Worst Deliverability Myths You Need to Know

⌚ 6 min read:

→ Stop Relying on Email Opens & Clicks: Better Metrics for Email Marketing

The Inbox Drop

Email marketing metrics you probably aren’t tracking (but should be)

We all know the classics:

• Open rates
• Click-through rates
• Unsubscribes
• Delivery rate
• Maybe even deliverability if you're fancy

But I’m here to tell you… these metrics don’t tell you enough

They’re surface-level & they have a habit of making you FEEL really good or really bad, or like you should be doing better.

And if you rely on them alone, your reporting does you dirty

Because email isn’t about opens. It’s about impact.

Here’s what I want you to start tracking instead:

Impact metrics (measured monthly/quarterly)

• Email-assisted conversions/leads/inquiries/conversations
  → Did someone receive an email and then do something in a specific timeframe? Maybe they didn’t click. Maybe they didn’t reply. But they searched, they visited your site, they enquired.
  (Hint: this is how email drives organic traffic, too. With email, you should see a positive correlation with organic search and traffic)

• Search uplift & brand recall
  → Did certain search terms spike after your campaign compared to before? Are more people finding you directly or organically?

   

• Page hits
  → Are key content pages seeing increased views after a send/within a time period? 

• Time to first action
  → From sign-up to first real engagement (click, reply, blog read, video watched). Start collecting, then find a benchmark and do some analysis of if people engage earlier they're more likely to [insert outcome].

• Subscriber-to-lead or subscriber-to-customer rate
  → Not every subscriber will convert, but are you building the right path?

   

• Value per subscriber
  → Especially important in e-commerce – but also helpful in B2B. What’s the long-term value of a subscriber based on downstream activity?

Optional: Control groups

Prove email’s impact and create a small control segment.

Don’t send them emails or do something completely wild or different.

Compare the impact, engagement and/or conversion behaviour to your regular list.

(Do not do this with your high-value segment)

This isn't always easy to set up, but it’s powerful. And it helps you stop asking, “Did this email perform well?” and start asking: “Did this email help us move closer to our goals?”

FREE Masterclasses 

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If emails were snacks, yours wouldn’t last 5 seconds in the office kitchen.

Keep feeding the funnel,

Beth x

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

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