In this edition:

→ Why email is an impact channel, not a conversion one

→ Voiceover video verdicts of real emails

→ NEW email marketing blogs 

→ Design tips for both B2C & B2B

You're measuring email all wrong.

Most people in charge still think email = instant conversions

They think more emails = more sales

And if there’s no click, no form fill or new lead, no immediate purchase, they assume it didn’t work

They couldn't be more wrong, because:

→ Sometimes your email didn’t get a click → Because it got a conversation → It got forwarded to a decision-maker → It sparked a search → It brought your brand into a boardroom or someone's shopping list. 

It moved someone closer to the goal - even if you didn’t see it in the metrics

That’s called ✨ impact ✨

And it’s why email isn’t a conversion channel, it's a momentum channel

Or as I like to call it, an impact function 

So if you’re building your email strategy around attribution alone (or opens and clicks), you’re building it to fail

Next week I'll be sharing what impact metrics are & how you can measure it 

From the Vault

A blog a day keeps the spam filter away 

⌚9 min read:

→ Email Is an Impact Channel, Not a Conversion One (And That’s a Good Thing)

⌚ 7 min read:

→ The Worst Deliverability Myths You Need to Know

⌚ 12 min read:

→ From Email Sender to Email Strategist: Mastering the Email Ecosystem

From the Queen’s Court

Voiceover video verdicts 

B2C/D2C Email Video Verdict

B2B Email Video Verdict

The Inbox Drop

Stop overthinking email design

B2B 

Floating text confuses the eye

When everything looks the same, nothing stands out. Endless white space + uniform text = visual overwhelm.

Give the eye a clear place to land. Try a bold header, a simple footer, and some visual anchors. Clean doesn’t mean blank.

B2C

Too much flash, and the eye dashes.

They don't need a full website inside your email. Navigation bars, too many CTAs, cluttered visuals - it all competes for attention.

And text on images? It shrinks on mobile (and might be unreadable).

Instead, let your visuals guide the scroll. Use hierarchy, space, and one clear goal.
Make it scannable. Make it snackable.

Plug of the Week 

Work with me 

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

If inboxes had Michelin stars, yours would serve a 5-course strategy.

See you soon,

Beth x

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

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