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

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Apr 28, 2025

Guest

Jaina Mistry

Beth O’Malley, the 'email queen' of LinkedIn, Jay Schwedelson, founder of Subjectline.com and GURU Media Hub, and Jaina Mistry from Litmus delve into the evolving landscape of email marketing. They discuss why bad emails harm results and the misunderstanding of open rates' significance. The group debates resending to non-openers, the importance of deliverability, and the nuances of personalization. With a focus on building authentic connections, they highlight how to make emails effective in 2025.

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INSIGHT

Email Isn't Dead, Just Overloaded

Email isn't dead but is overwhelmed with junk, making it less effective without proper strategy.
Companies value email's power and won't turn it off despite challenges in inbox saturation.

ADVICE

Email Builds Relationships First

Treat email as a relationship-building tool, not just a direct conversion channel.
Nurture the 95% not currently in market to prepare them for future buying decisions.

ADVICE

Open Rates Are Directional Only

Avoid relying solely on open rates as success metrics because they are unreliable and don’t measure engagement.
Pair open rates with stronger metrics like clicks or business impact for accurate results.

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#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
(04:22) - – Why bad emails are killing results
(06:54) - – How to think about email beyond lead gen
(09:06) - – The real problem with how B2B measures email success
(10:22) - – Open rates: Are they dead or still useful?
(14:46) - – Should you resend to non-openers? The great debate
(19:42) - – Deliverability basics: What B2B marketers miss
(23:00) - – Personalization: What actually works (and what doesn’t)
(29:12) - – Why exclusion (not just segmentation) matters in email
(31:27) - – AI summaries and how they’re reshaping the inbox
(34:12) - – Clicks vs engagement: What you should really track
(36:37) - – Why structured clicks matter more than just "more clicks"
(40:22) - – How to think about email length and structure in 2025
(43:33) - – Technical tips: Avoiding clipping, formatting for mobile
(45:31) - – Clickbait subject lines: Where to draw the line
(47:32) - – Final advice for marketers

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***

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***

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