April 28, 2025

Email Marketing Breakdown: How to Cut Through the Noise in 2025

53 minutes

#241: Email Strategy | Email isn’t dead – it’s just changing fast.

It’s still one of the few B2B marketing channels where you can actually own your audience and reach your ideal customers with the push of a button.

In this session from the Ultimate Roast of B2B Emails, Danielle hosts Beth O’Malley (Founder, astral.), Jay Schwedelson (Founder, Subjectline.com & GURU Media Hub), and Jaina Mistry (Director, Brand and Content Marketing at Litmus) for a tactical session on what’s actually working in email marketing in 2025.

They cover:

What an effective email marketing strategy looks like today
Key elements of great emails
How to write irresistible subject lines
All the ins and outs of deliverability and landing in the inbox

Plus, they tackle a live Q&A, hot takes on open rates, resends, clickbait, personalization, and how to fix your email marketing strategy.

Timestamps

(00:00) - – Intro to Beth, Jay, and Jaina

(06:03) - – Why bad emails are killing results

(08:35) - – How to think about email beyond lead gen

(10:47) - – The real problem with how B2B measures email success

(12:03) - – Open rates: Are they dead or still useful?

(16:27) - – Should you resend to non-openers? The great debate

(21:23) - – Deliverability basics: What B2B marketers miss

(24:41) - – Personalization: What actually works (and what doesn’t)

(30:56) - – Why exclusion (not just segmentation) matters in email

(33:11) - – AI summaries and how they’re reshaping the inbox

(35:56) - – Clicks vs engagement: What you should really track

(38:21) - – Why structured clicks matter more than just "more clicks"

(42:06) - – How to think about email length and structure in 2025

(45:17) - – Technical tips: Avoiding clipping, formatting for mobile

(47:15) - – Clickbait subject lines: Where to draw the line

(49:16) - – Final advice for marketers

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Brought to you by:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

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