In this edition:

→ Shocking email stats (that actually aren't shocking) 

→ Voiceover video verdicts of real emails in the wild

→ How to convince stakeholders to stop batching & blasting emails

→ How to plan & map out an email journey

Shocking email stats (that aren’t actually that shocking)

The real reason your email marketing is struggling isn’t you, it’s the ecosystem you inherited.

These stats are from over 500+ marketers who took the Email Marketing Health Check:

❌ 42% of marketers don’t have a single source of truth for email data
Your CRM probably has three versions of your own email address.

❌ 28% of you still export/import spreadsheets just to send a campaign
Email is often duct-taped onto systems that don’t talk to each other.

❌ 72% of marketers have no email strategy
Most marketers are running campaigns, not building ecosystems.

❌ 80% have no data collection strategy
You can’t personalise if your only data is a first name and a signup date.

❌ 85% rate their email knowledge as poor
There’s no formal education on how to do email properly.

❌ Only 8% can report on ROI or business impact
Email is deeply tied to every part of the funnel, and nobody teaches us how to untangle that.

I’m not shocked you, are you? 

We expect email to deliver big results with zero strategy, zero training, and zero structure

If you feel like you’re constantly winging it or how to optimise your email marketing, it’s not your fault.

Most email systems were built on guesswork. 

And most teams are operating with missing pieces. 

What if your emails aren’t the problem?

Most teams think low open or click rates mean something’s wrong with their emails.

Or if the design has a big part to play or content, or timing - it's usually not the case. 

If your email marketing feels flat, underwhelming, or just... off, an audit can show you exactly why. If email is on your radar for Q4 or 2025, this is where to start.

From the Vault

A blog a day keeps the spam filter away 

⌚ 7 min read:

→ How to Convince Stakeholders to Stop Batching & Blasting Emails

⌚ 8 min read:

→ What Great Email Marketing Looks Like in 2025

⌚ 11 min read:

→ The Top Email Marketing Predictions for 2025 and 2026

From the Queen’s Court

Voiceover video verdicts 

Learn from other businesses mistakes

20+ recorded video verdicts of real emails in the wild.

The Inbox Drop

How to plan & map out an email journey 

Here's how I do it (I'll do a masterclass on this soon, so it's very top level).

1. Start with the GOAL

Ignore all the “create a welcome flow” templates.

Start here instead:

• What are we trying to do?

• Who are we trying to target?

• What’s the business impact?

That becomes your north star.

2. Then go to the WHO 

Find your biggest pot of opportunity, the people most likely to engage and make a difference.

• Where did they come from?
• What do you know about them?
• Why are they here?

Then go deeper:

• What are they thinking, feeling, saying, doing?
• What questions or objections do they have (even the unspoken ones)?

You need to PERSONIFY them to get your message right.

3. Understand the STAGE they’re in

Awareness? Consideration? Nurture? Learning? 

This changes everything about what you say, how you say it, and when.

Your message has to meet them where they are, not where you wish they were.

Group these segments together - you'll need to create different messaging for each persona & stage. 

4. Decide what to SAY

Now you know who they are and what they need, build your message:

• What questions need answering?

• What objections need busting?

• What reassurance or guidance do they need?

• How do you build trust here?

• Are they learning? Teach them
• Are they researching? 

Use proper copy frameworks (PAS, AIDA, PPPP, BAB).
One goal & one message per email - always.

5. Plan the flow + logic

Forget the “send every 3 days” rule. Think about:

• How warm they are

• How urgent your goal is

• How much do they need to know

• What is their typical day like? 
• What is past engagement like? 

Map exclusions at every step.
You want fewer people left in the flow than went in, because they’ve taken the action or self-removed. That’s a win.

6. Review + optimise

• What will you measure? How do you know if it's working? 

• When will you review it?

• What needs tweaking?

You can’t “set and forget” an email journey - it's alive, like you you.
It’s a system. You have to come back to it.

Build journeys around real people, real opportunities, and real business goals.

Everything else is noise - forget what you see on Google pls. 

Plug of the Week 

Work with me (new availability for Q4 - use your budget)

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

If your CRM had a Tinder profile, we’d make it actually match with results.

Swipe right for better emails,

Beth x

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

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