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

31 snips

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.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

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.

INSIGHT

The Great Resend Debate

Resending emails to non-openers can increase unique opens significantly.
However, respect user intent and avoid annoying recipients by overdoing resends.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

#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
(05:29) - – Why bad emails are killing results
(08:01) - – How to think about email beyond lead gen
(10:13) - – The real problem with how B2B measures email success
(11:29) - – Open rates: Are they dead or still useful?
(15:53) - – Should you resend to non-openers? The great debate
(20:49) - – Deliverability basics: What B2B marketers miss
(24:07) - – Personalization: What actually works (and what doesn’t)
(30:29) - – Why exclusion (not just segmentation) matters in email
(32:44) - – AI summaries and how they’re reshaping the inbox
(35:29) - – Clicks vs engagement: What you should really track
(37:54) - – Why structured clicks matter more than just "more clicks"
(41:39) - – How to think about email length and structure in 2025
(44:50) - – Technical tips: Avoiding clipping, formatting for mobile
(46:48) - – Clickbait subject lines: Where to draw the line
(48:49) - – Final advice for marketers

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

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.

Consensus - An AI-powered interactive demo platform that lets you put personalized, self-serve demos on your site to turn anonymous researchers into high-intent leads. Learn more at goconsensus.com/exitfive.

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.

Convertr - The enterprise lead data management platform that sits between your lead sources and your CRM, automatically validating, enriching, and standardizing every lead before it touches your systems. Check them out at convertr.io/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more