B2B teams will downplay email marketing...then send campaigns like this 👇🏼 This isn't just a copy problem. It's a strategy problem. What's wrong, and what we can do to fix it: ❌ "Blast the list" ✅ Define the target segments. There are 5 events listed here. And based on the titles alone, we're probably looking at 3-4 different segments at least, if not 5 different segments. Because building a product and building a culture of experimentation, for example, will likely speak to two different target personas. One is people related, the other product related. By sending this email to just one segment, or the entire list, Reforge risks missing those target segments entirely. Which means low click rates, and low conversion registration rates. Tighter segments = relevance = better results, less churn ❌ Bundle upcoming events. ✅ Improve the event "offers" + sell each event individually People skim, yeah. But this email is isn't skim-friendly. (Fight me.) There's no hierarchy in terms of the copy or design, and too many titles and dates and details. And yet, as far as each event is concerned...there isn't ENOUGH detail. This email is asking busy readers for their time without bothering to demonstrate why each one of these events is worth their time in the first place. Solution: Turn each event in this email into 2-4 individual emails, targeted to specific segments, scheduled appropriately, and sell the hell out of those events. Show the value attendees get in exchange for their time via: ✔️ Credibility of speakers ✔️ Proof of content quality and relevance (who it's for, why it will help, hard takeaways they can expect) ✔️ Accessibility (how long? when? recordings or transcripts?) ❌ Show multiple CTAs ✅ Show ONE CTV (call-to-value) For starters, "register now" and "explore event replays" are two different CTAs for two different emails. ("explore event replays" shouldn't even be a CTA, but that's a whole 'nother topic) Too many CTAs in one email = choice paralysis = low click-throughs. Going back to the fix above... Select ONE action you want readers to take, and make that the primary push of the email. Then turn it into a call-to-value. So instead of "register now" it becomes "Register now to build better products with less effort." And put "register now" on the landing page, NOT the email. Your content and marketing efforts matter. Don't smash your own fingers by sending churn-inducing emails like this.

Gmail's update means you can skip opening even transactional emails. Sounds helpful, honestly. Gmail wants to make its product enjoyable to use. It wants people to log in, open emails...you know, USE its platform. Email marketers, take note.

Signed up to a newsletter about deliverability. Never saw the confirmation/welcome email because it went to spam. Oops.

HubSpot isn't telling you everything when it comes to your email marketing. It can't tell you: - when content is jinxing your ability to land in inboxes - what fresh asks and messaging angles to try based on your performance - whether your DNS is updated and configured properly to succeed in 2026+ I'm offering email program audits to help you see exactly what's holding you back, score your program across delivery, segmentation, asks, messaging, and setup, and give you strategic fixes for leveling up in Q4 and Q1. DM me if you're interested, or just head to anthrohub.co to book yours! 7th marketer to book an audit gets theirs free.

"I haven't seen you fuck up once." One of my clients said that to me recently. He actually WANTS to see failures that we can learn from. Game on.

Predictions: 1) this will happen more, making many emails and lists less valuable 2) branding and personality across ALL platforms will matter more than ever. If you want to be welcomed in the inbox, having a welcome face and POV will help 3) open rates do and will matter because they mean your emails are being placed and rendered by a human or their inbox provider. Low opens will mean your emails are not being placed and rendered, which is bad 4) sharing stories and experiences will be critical to being remembered and resurfaced 5) I will take up woodworking. Or DTC. Something that involves physical products instead of tech / SaaS

Great idea. Why aren’t we doing this?

This dude is obv referring to cold, but marketing emails have the same hurdle. 6 ways to make your marketing emails feel real: 1) send from a real team member, not a catch-all address. 2) use "I" more than "you" 3) share experiences (what you and/or your team saw, tasted, heard, felt) 4) be consistent across social and email: voice, message, phrases, POV 5) include photo in the email signature / signoff 6) reply to emails damnit.

This is the future we were promised.

I want to change my X handle. "copywriterjoe" just doesn't fit my business anymore. Anyone have recs as far as the strategy of a handle and what to consider when changing one?

HubSpot isn't always going to tell you when you get spam complaints. If you're sending marketing emails to 100-200+ personal Gmail accounts a day, set up Google Postmaster Tools. Do it. You'll catch spam complaints, authentication issues, and delivery issues before they snowball into sender reputation problems.

HubSpot x Google Postmaster Tools integration when?

"AI compresses the time it takes to do things. It does not compress the time it takes for things to happen." This is an excellent read

Wrapped up my contract with @Singulate_ai last week. Just look at this wall of love. Good people, man. In related news, I've got 2 spots in my calendar open now for B2B marketing/service teams that need/want to: - get marketing emails delivered to inboxes (deliverability, inbox placement testing, template builds) - email campaigns across nurtures, newsletters, and lifecycle that don't look like AI slop - HubSpot ops for marketing emails, workflows, custom dashboards) Just DM me or head to anthrohub.co to learn more.