Hey you, hope you're doing good?

I’ve been up and down the UK running CRM, HubSpot, and email workshops, catching up with clients, and bouncing between events.

Somewhere in all the chaos, I'm making changes to this newsletter every single time + learning so much.

One reminder I keep repeating to myself:
"BETH - By the way, it’s not personal when someone unsubscribes."

6 people unsubscribed from the last edition, so it stung a little, until I remembered that it's a GOOD thing that they did this.

Want to skip the waffle? Scroll down for shorter bites of content. 

Bits & bobs:

• What would you do? Did you see my “Email Would You Rather” game on LinkedIn here?
• Oh, and if you want to catch up on the first four editions of RE:markable, I’ve put them all in one place for you, right here →

And on that note… I’m off to Amsterdam tomorrow for a birthday trip 🎉 Very excited, very ready for cake (and brownies hehe). 

From the Queen’s Court

Voiceover video verdicts 

B2C/D2C Email Video Verdict

B2B Email Video Verdict

BONUS: B2B Event Reminder Email here (7 mins)

From the Vault

A blog a day keeps the spam filter away 

⌚ 11 min read:

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

⌚ 10 min read:

→ The PPPP Email Framework & Ecosystem explained

⌚ 9 min read:

→ A Marketer’s Simple Guide to Email Deliverability

The Inbox Drop

You can throw away email best practice

It's fundamentally outdated & there's SO much conflicting info out there, right? 

Half of what people call “best practice” is just recycled advice that might have worked once for someone else’s audience.

A lot of it is just stuff you should be testing.

Like:

→ If we use double opt-in, does it improve our data quality? 

→ Should you send weekly or monthly?

→ Do the lengths of our subject lines impact our results?

→ Does sending to our whole list harm or help? 

None of that is one-size-fits-all - don't be afraid to go outside of 'best practice' to test & inform your strategy (but don't be a silly billy).

There are things in email marketing that are non-negotiable.

They are called: Guiding Principles

Like:

• Email authentication for deliverability 
• Accessibility optimisations 
• List hygiene
• Clear hierarchy, mobile-first layouts, smart segmentation...

These aren’t things to “try out”, they’re the foundation of great email.

Also, don't be afraid to try something different, like turning off double opt-in, testing a longer subject line - it's about what works BEST for your audience! 

P.S. I'll be teaching you these guiding principles in my FREE masterclass (see below). 

FREE Masterclass

Most people treat email like a campaign channel. It’s not, it’s an ecosystem.
That’s why I created the PPPP™ Framework, a simple structure to help you fix, improve, and actually understand email marketing.

Quick Win

Where do your eyes land first? 

When someone opens your email, it's very rare they start reading from the first word of the first sentence. 

Before they even open, they’ve already made a judgment based on your subject line and preheader.

But once they do open it, here’s what happens:

1. Their eyes are instantly drawn to the most dominant visual element, not the start of your paragraph.
2. If that’s a big messy banner, with a sub menu and so much going on, an overwhelming block of text, or just a sea of white space… they’ll bounce(or find it harder to engage)
3. The brain wants clarity and direction. But most emails in B2C are over-designed, in B2B are just a void of white space or terribly designed, under-structured, or just plain confusing.

So here’s your quick test:

Open your own email and glance at it like a reader

→  Where do your eyes go first?

→  Can you tell what the email is about/enough for them to without reading the full copy? (just the most prominent elements) 

→  Does the headline, CTA, and preheader work together to give meaning?

Visual hierarchy matters

Your design should guide the eye, not fight it

Remember: balance, not overload. Focus, not flash.

Plug of the Week

Want better results, less stress, and more clarity?

Most people start working with me by simply, having a chat.

Just a proper chat about what’s not working, what you want to work on, and how I can help you get there.

I work with marketers and their teams & leaders helping solve messy CRM and email problems, upskill confidently, and get real results that move your career in the right direction. 

Want bite-sized learning instead? Join the Masterclass waitlist here.

If inboxes had Oscars, you’d be on the shortlist.

Catch you soon you,

Beth x

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

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