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Welcome back to Marketing Qualified! Here’s what we’re talking about this week:

• Stop sending beige emails: The main insight you need.

• Stop Blasting Your List: 6 email mistakes killing response... plus tactical advice you can use right now.

🥱 Stop sending beige emails

You don’t stand out by yelling more. You stand out by being useful. In a crowded B2B inbox, utility beats cleverness every day.

Look at Zapier’s automation newsletter. It’s relentlessly specific: role-based tips, “Zap of the Week,” and quick builds you can actually ship in 5 minutes. It earns attention by making the reader’s next action stupidly easy.

Stripe’s developer digest does the same. Clear subject lines, concise product updates, sample code, and links that take you straight to docs or a working demo. When your email helps someone ship faster, they’ll open the next one without thinking.

Try this to un-beige your email program:

• Nail a single job-to-be-done per send: one problem, one outcome, one CTA.

• Segment for usefulness: role, industry, lifecycle stage. Show only relevant examples.

• Put proof above polish: mini case snippets, metrics, screenshots, or a 90-second demo.

• Make the next step frictionless: templates, prefilled links, copy-paste code, calendar picks.

• Kill vague subject lines: promise a concrete result in 7 words or less.

• Measure real utility: save rates, replies, forwarded emails, repeat opens from the same domain.

Steal this format:

1. Problem in one sentence.

2. Quick win in 2-3 bullets.

3. Proof in one line: numbers or a tiny story.

4. CTA that removes work: template, code, checklist.

If your email doesn’t help the reader do one valuable thing right now, it’s just decoration. Make it a tool, not a flyer.

Memorable takeaway: If your email can’t pass the “would I save this?” test, you don’t deserve the click.

📰  In the news this week.

🤳 B2B marketers double down on LinkedIn short-form video as reach climbs across feeds

📧 Email deliverability rules tighten at major inbox providers, pushing senders toward stricter domain hygiene

📺 Advertisers move brand budgets into connected TV for B2B: early signals show stronger mid-funnel lift

🤑 Content teams pivot to distribution and repackaging playbooks to stretch H1 budgets

📱 Social platforms roll out enterprise-friendly collaboration tools, easing creator partnerships for B2B campaigns

🏈 Super Bowl preview: Instacart’s throwback universe and X’s Brand Ranx make real-time ad measurement the main event

💥 Stop Blasting Your List: 6 Email Mistakes Killing Response

You don’t need a new ESP. You need better habits. Segmentation and clarity beat fancy templates every time.

Before: monthly newsletter to everyone with 5 CTAs, hero image, 900 words.
After: ICP-only update with one outcome and one CTA. Preview text that actually says what’s inside.

Here are the common email mistakes to kill today and what to do instead:

1) One-size-fits-all blasts
Fix: Segment by lifecycle and intent. In HubSpot, build views like Trial active 7 days, PQL last 14 days, Dormant 90 days. Right message to right segment is the conversion cheat code.

2) Too many CTAs
Fix: One email, one job. Notion-style updates often focus on a single action and win because of it.

3) Vague subject lines and wasted preheaders
Fix: Write them as a pair. Subject: Cut your onboarding time by 30 percent. Preheader: 3-step playbook and a live demo.

4) Sending by your calendar, not their behavior
Fix: Trigger sends off activity like product milestones, page views, or intent spikes. Time zone sends are table stakes.

5) Measuring opens, not outcomes
Fix: Tie campaigns to replies, trials, meetings, pipeline. If it can’t be tied to revenue, it’s a vanity metric.

6) No plain text fallback
Fix: Always ship a clean plain text version. Test links, tracking, dark mode, mobile.

🏃 Quick 4-step build to run this week

1. Define one job for your next email.

2. Create 3 segments: ICP active, PQLs, Dormant.

3. Draft 2 subject lines and 2 preheaders. Ship the best pair.

4. QA on mobile, dark mode, and plain text. Then schedule by behavior, not batch.

Before: Spray and pray Tuesday 9 am ET.
After: Triggered sends within 30 minutes of key actions.

⚖️ Takeaway: If your email tries to do everything, it will do nothing.

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