Hey hey 👋

Bit of a delayed drop this week (sorry), because I've just come back from a glorious holiday in Wales. It was lush. 10/10, no regrets.

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

I had a little ✨ email marketing enlightenment ✨ while I was there.

I’ve decided my Email Health Check 2.0 is staying completely FREE. It was free before, and charging for it just didn’t feel right, so I refunded everyone who paid.

I can’t put a price on something that I believe should be accessible. So, go for it you, it’s free for you 👇

💌 Shoutout Grace Hall, who used the same subject line in her newsletter, I loved it and asked to steal it, check out Grace's newsletter here.

Email Marketing Propaganda

you's not falling for

1. Our 40% open rate means our email was a hit
2. 'LAST chance' emails from every single brand, but we know you'll send another promo code tomorrow 
3. The cold emails that say 'RE' in the title, and they pretend to know us 
4. Creating a newsletter because the CEO wants to tell everyone about 'what we do' 

From the Queen’s Court

Voiceover video verdicts 

B2C Email Tear Down

B2B Email Tear Down

The Inbox Drop

Exclusion strategies should be your best friend 

Who you don’t send to matters just as much as who you do.

An exclusion strategy is all about being just as intentional about who to leave out of a campaign or automation as you are about who’s included.

Remember: People’s context changes.

They might convert, enter another journey, speak to sales, raise a support ticket, or take some other action that makes your original email plan irrelevant, or even damaging.

Build exclusion logic into every email, every segment and every journey. 

→ Read my step-by-step approach, an exclusion strategy, and how to build one here

From the Vault

A blog a day keeps the spam filter away 

⌚ 15 min read:

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

⌚ 11 min read:

→ Why Your Opens and Clicks Have Dropped After Switching Email Platforms

⌚ 13 min read:

→ Stop Chasing Subscribers: Build a Great Email List

Quick Win

Pattern interrupt = Inbox intel

There are loads of ways to test deliverability, and I always recommend a proper audit, but here's one smart thing you can try right:

👉 Define a small disengaged segment
👉 Send them a series of "pattern interrupt" emails

Pattern interrupt email: 

Deliberate change in your usual email style and tone to grab attention and break your audience out of autopilot scrolling past/deleting your emails.

If engagement improves, it might be your content that is the issue. 
If nothing changes? Deliverability may have a part to play. 

Do you need a deliverability health check? Reply to this email. 

Plug of the Week

Email Masterclasses 

I’m putting together a series of online masterclasses, each focused on a very specific part of the email marketing ecosystem, tailored to your industry. 

70% spam rate 🫨 

My email audits uncover issues you didn’t even know were there. In one recent B2B audit, we found a 70% spam rate and a huge gap in their content & email approaches. They’re now on the road to a fully transformed strategy.

May your subject lines slay and your unsubscribes stay away.

See you in the next send, 

Beth x

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

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