Burning Down Email Best Practices with Beth O’Malley

What if everything you’ve been told about email marketing is WRONG??

In this episode of Email After Hours, Guy Hanson and Danielle Gallant chat with Beth O’Malley, email strategist and self-described “queen of email,” to go up against the traditional sending advice that dominates email marketing. Together, they question and dismantle outdated best practices, expose metrics that mislead, and reveal why following the herd often leads marketers astray, especially when it comes to deliverability and long-term brand impact.

What you’ll learn:

• Why open rates are destroying your email strategy 
• The Billboard Effect framework
• The exclusion-first segmentation strategy
• How trends can box in your strategy  and how to break free

…and more!

Are you an email marketing expert with bold opinions on the industry? Come chat with Guy and Danielle on a future episode! Drop a comment, ping us on LinkedIn, or simply fill out this guest form.

SOME EPISODE HIGHLIGHTS:

• [00:00] Intro: Challenging Email’s Sacred Cows
• [01:56] Why double opt-in belongs in the volcano
• [05:20] Open rates: The vanity metric destroying Your strategy
• [07:20] Track meaningful actions, Not opens and clicks
• [14:17] Email’s billboard effect: Revenue beyond direct attribution
• [17:36] Report quarterly, not daily: Measuring true email impact
• [20:47] Inactive subscribers and the deliverability myth
• [23:45] ESP dashboards are lying to you 
• [26:42] Control segment testing: Proving email’s hidden ROI
• [27:12] Beware subject line test winners—results won’t repeat
• [31:01] Embrace being wrong: Continuous testing beats ego
• [33:08] The half-million email disaster that became a win
• [35:11] Segment by exclusion, not inclusion, for better results