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

In this episode, 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 Together, they question and dismantle outdated best practices, expose metrics that mislead, and reveal why following the herd often leads marketers astray, especially when it comes to deliverability and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:

…and more!

About the Guest(s)
Beth O'Malley is an independent email marketing strategist and self-described "queen of email," known for her contrarian approach to challenging established industry wisdom. With extensive experience managing email functions across enterprise organizations, she has shifted her focus to helping businesses reimagine their email strategies beyond conventional best practices. In this episode, Beth shares actionable insights on questioning outdated metrics, testing unconventional approaches, and measuring email's true impact beyond vanity metrics, making this conversation essential for Email Marketing Managers and deliverability professionals seeking to break free from industry dogma.

Danielle Gallant - Danielle is a Senior Email Strategist at Validity. She has over seven years of experience working with global brands to craft strategies that amplify email performance. She is a self-professed email nerd, dog lover, and podcast fanatic.

Danielle on LinkedIn: https://www.linkedin.com/in/danielle-gallant-6443a248/

Guy Hanson - Guy is Vice President of Customer Engagement at Validity. He has led global consulting teams working with clients to improve email deliverability, subscriber engagement, and revenue. He believes in giving back to his community and is a regular speaker at flagship events, providing training and producing fresh and insightful thought leadership.

Guy on LinkedIn: https://www.linkedin.com/in/guyhanson/ 

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

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