In this edition:

→ Why unsubscribe rates are on the up 

→ Voiceover video verdicts of real emails

→ How Gmail, Yahoo & Outlook spam filters really work 

→ The way to get endless content ideas for your emails

The unsubscribe rate is rising

I’m not gonna lie, when someone unsubscribes from this newsletter, I feel it DEEP. 

This is my thing, my business, my words. So when someone quietly taps out, it used to hit like: "WHY?! What did I do? What did I say?"

But then I remember, not everything is a negative lesson.

Not every unsubscribe is BAD feedback, too. 

And rising unsubscribe rates aren’t always a bad thing.

Right now, across B2B, B2C, and DTC, unsubscribe rates are going up (slowly, but going up). 

And no, your emails haven’t suddenly turned to trash

Here’s why:

Gmail Manage Subscriptions makes it one click to mass unsubscribe (screenshot below)

Apple's email aliasing means people sign up with burner addresses and bin them later

These platforms are working for the user.

An unsubscribe isn’t a rejection, it’s someone quietly saying:

“This isn’t for me right now.”
“This wasn’t what I expected”
 “I don’t remember signing up.”
 “I don’t have time for this.”
 “I’m overwhelmed, and this isn’t helping.”

And all of that is okay. Unsubscribes do not impact deliverability.

They help you keep a clean and healthy list.

So, if your unsubscribe rate’s a bit higher than last year…

 It might just be tech doing its thing - not your fault you.

(Just don’t ignore big spikes - that’s a convo for another edition.)

From the Vault

A blog a day keeps the spam filter away 

⌚ 12 min read:

→ What Great Email Marketing Looks Like in 2025

⌚7 min read:

→ How Gmail, Yahoo & Outlook Spam Filters Really Work 

⌚ 9 min read:

→ Stop Sending the Wrong Emails: Step-By-Step Exclusion Strategies

Master email, one session at a time

Want first dibs when my brand new, bite-sized email marketing masterclasses go live? Join the waitlist to get:

• A say in the topics you want most
• Early-bird pricing + discounts 
• First access to book your spot

From the Queen’s Court

Voiceover video verdicts 

B2C/D2C Email Video Verdict

B2B Email Video Verdict

The Inbox Drop

Get endless content ideas for your email marketing 

B2B 

Answer the questions they will have, before they have them 

Email isn’t just a channel to push out 'book a call with us'.

It’s a conversation extender, a silent sales rep, and a trust builder. And the best source of content? Your audience's objections.

→ Speak to your sales team, account managers, and support reps
→ Listen to frustration, confusion and curiosity points across the journey
→ Map out what each persona is thinking, feeling, doing, and saying at key stages

Your job is to pre-empt, empathise, and educate. Create emails that:

• Answer common objections: Cost, timing, process, complexity, tackle one at a time
• Reframe a frustration: “Too complex?” → “Here’s how we simplified it for X client
• PAS your way in: Problem, Agitation, Solution
• Before & After: Show what life looks like with vs. without you
• Turn a pain point into a practical guide or webinar, or piece of content
• Tie industry news back to your solution/offer with clear relevance

Remember you: Only 5% of your market is ready to buy. The other 95%? They’re reading, researching, and remembering. Educate, provide value and stay in their brains. 

B2C

Stop selling and start telling stories

Your customer isn’t waking up thinking about your promo or 'last chance sale'.

They’re thinking about how they feel, what they need, and what they’re juggling that day. So meet them there.

The key is customer-centred content

Think about what’s happening in their life when you land in their inbox.

Are they commuting? Scrolling before bed? Drowning in work emails?

Now… what do they need from you at that moment?

Before & after stories:
 → Before: “My hair was always dry, no matter what I used.”
 → After: “This mask changed everything, my hair never feels thirsty.”
 → Add emotion, time of day, environment. Make it real.

Use your send time as context:
 → 7AM send? “Before your day kicks off…”
 → 8PM send? “You’ve had a day. So we added this to your basket for you.”
 Emails feel more personal when they match the moment.

Frame your product as the sidekick:
 The customer is always the hero. Your product is the enabler.
 → “We didn’t fix your skin. You did. We just made it easier.”

Reminder: Emotion drives ALL decisions, even impulsive ones. Speak to what they want to feel, not just what you want them to buy.

Plug of the Week 

Work with me 

I offer email marketing audits, consultancy, training, workshops + more. 

If your inbox had a personality, it’d be the one that actually knows what it’s doing.

Cheers to better emails,

Beth x

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

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