Email Marketing Breakdown: How to Cut Through the Noise in 2025
The Dave Gerhardt Show (from Exit Five)
Intro
This chapter explores the challenges marketing teams face due to excessive communication demands and highlights how AI can relieve these pressures. It also introduces experts sharing future email marketing strategies for 2025.
#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
- (04:35) - – Why bad emails are killing results
- (07:07) - – How to think about email beyond lead gen
- (09:19) - – The real problem with how B2B measures email success
- (10:35) - – Open rates: Are they dead or still useful?
- (14:59) - – Should you resend to non-openers? The great debate
- (19:55) - – Deliverability basics: What B2B marketers miss
- (23:13) - – Personalization: What actually works (and what doesn’t)
- (29:52) - – Why exclusion (not just segmentation) matters in email
- (32:07) - – AI summaries and how they’re reshaping the inbox
- (34:52) - – Clicks vs engagement: What you should really track
- (37:17) - – Why structured clicks matter more than just "more clicks"
- (41:02) - – How to think about email length and structure in 2025
- (44:13) - – Technical tips: Avoiding clipping, formatting for mobile
- (46:11) - – Clickbait subject lines: Where to draw the line
- (48:12) - – Final advice for marketers
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Brought to you by:
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do).
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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