In this edition:

→ How to decide what emails to send your audience

→ Should you use your brands birthday as an excuse to email?  (scroll)

→ How do you compare to 2,000 marketers?  (scroll)

→ QUICK WIN: Always ask why (scroll to end)

Hey! Welcome to my pity party you 

I’ve been absolutely wiped out by the horrible bug going round, then lost my voice for five days with laryngitis (so I feel so sorry for myself right now haha)

So if this isn’t my finest edition… that’s why. I’ll be back to full form soon

Hope you're good though!!

The Email Marketing Health Check has just had a big upgrade (v3.0)

It’s completely free and gives you a full audit, score, and action plan across deliverability, strategy, accessibility and more.

Over 2,000 marketers have done it & I’m aiming for 5,000 so I can publish a free State of Email Marketing report - so you can benchmark yourself! 

If you haven’t done it yet, please give it a go. And if you can share it with someone or post it on LinkedIn, I’d massively appreciate it - TYSM

How to decide what emails to send your audience

And the different content types you need 

Have you ever asked: “What emails should we actually send?”

The problem is we usually ask this when we’re staring at a content calendar thinking “we need to send something this week.”

But good email marketing NEVER starts with the campaign.

It starts with the audience and the outcome you want to create.

Once you shift from “what should we send?” to “who should we be speaking to right now?”, email content suddenly becomes much easier.

Your content will fall into three core types:

1) Intent-driven emails
Triggered by behaviour - things like abandoned baskets, pricing page visits, webinar attendance, or trial activity. These emails respond to a moment that already exists and will always generate the best results. 

2) Awareness emails
Educational content and VALUE (helpful, knowledgeable, value led content) that builds understanding, trust, and familiarity over time.

3) Specific campaign emails
Launches, promotions, webinars, events, or announcements tied to a specific business moment. When you map these against audience signals, then you have a good strategy. 

A simple framework for you to plan emails:

1️⃣ List the audience groups in your database
(new subscribers, prospects, engaged readers, customers, inactive users, etc.)

2️⃣ Identify the signals they’re giving you and what intent signals you can collect 
(page visits, downloads, purchases, form fills, inactivity, repeated content engagement)

3️⃣ Map the three content types to those groups
(intent-driven, awareness, campaign)

4️⃣ Look for the questions people are already thinking, feeling, doing or saying
(support tickets, sales calls, Reddit, reviews, comments, user research - even ask ChatGPT!)

5️⃣ Turn those questions or objections into emails.

That’s it! 

Most teams aren’t short of content ideas - they’re just looking in the wrong place.

Full framework below 👇

From the Vault

A blog a day keeps the spam filter away 

⌚ 3 min read:

→ Why A/B Testing Your Emails Is (Mostly) Useless — And What to Test Instead

⌚ 5 min read:

→ Preference Centres Are Dead — And It’s Time We Stop Pretending They Work

⌚ 7 min read:

→ Intent Over Personalisation: What “Personal” Actually Means in Email (and How to Build It)

From the Queen’s Court

Voiceover video verdicts 

Should you use your brands birthday as an excuse to email? 

Cold email gone wrong - you've got one shot!

The Inbox Drop

How do you compare to 2,000 marketers?

Over 2,000 marketers have now completed the Email Marketing Health Check

The average score is 49%

Which means most email strategies are sitting firmly in the “poor” category

Not because marketers are bad at their jobs, but because email ecosystems have become incredibly complex and you don't get the support, education or tools you NEED

Here’s what the data is showing so far:

• Best-performing area: Branding & experience with 79% average score
• Worst-performing area: Deliverability 30% average score

These are consistently the lowest-scoring areas, which is worrying because they’re also the areas that drive the majority of revenue and performance

Do the Email Health Check and get:

• A score across 18 key areas of email marketing

   

• A clear action plan of quick wins

   

• Transformation tasks for bigger improvements

   

• Resources, help, and knowledge for the area you may need help with 

And the goal isn’t just a score at the end 

It’s helping you:

• Spot hidden problems

• Improve performance

• Strengthen your email ecosystem

• Prioritise the changes and tasks

Quick win for you

Always ask why 

One of the most powerful pieces of data you can collect in email is motivation.

Why:

• Why did they buy? 
• Why did they sign up? 
• Why did they download? 

Because motivation tells you what to send next.

Examples

D2C:

Add one question on checkout:
“Is this purchase for you or a gift?”

That one answer changes your emails:

• Gift buyers → different strategy - may not be your core audience 

• Self buyers → that is our target audience 

B2B lead magnet or whitepaper:
Ask: “What best describes why you're here today?”

Options might include:

• Researching options

• Actively evaluating tools

• Trying to solve a specific problem

Now your nurture changes:

• Research → education

• Evaluating → comparisons and proof

• Problem solving → practical solutions

The rule: If a data point changes what you send next, collect it.

If it doesn’t - skip it.

Plug of the week 

Let's work together

I run:

• 1:1 strategy sessions

• Team training days and online training 

• Deliverability & email workshops

• Online programmes 

• Fractional consultancy 

Send thoughtfully,

Your subscribers are one click away from freedom.

Beth ✌️

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

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