#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:

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
(04:47) - – Why bad emails are killing results
(07:19) - – How to think about email beyond lead gen
(09:31) - – The real problem with how B2B measures email success
(10:47) - – Open rates: Are they dead or still useful?
(15:11) - – Should you resend to non-openers? The great debate
(20:07) - – Deliverability basics: What B2B marketers miss
(23:25) - – Personalization: What actually works (and what doesn’t)
(29:30) - – Why exclusion (not just segmentation) matters in email
(31:45) - – AI summaries and how they’re reshaping the inbox
(34:30) - – Clicks vs engagement: What you should really track
(36:55) - – Why structured clicks matter more than just "more clicks"
(40:40) - – How to think about email length and structure in 2025
(43:51) - – Technical tips: Avoiding clipping, formatting for mobile
(45:49) - – Clickbait subject lines: Where to draw the line
(47:50) - – Final advice for marketers

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Today’s episode is brought to you by Grammarly.

Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?

You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.

That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.

AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:

– Cut down on back-and-forth

– Automate content, research, and reporting

– Eliminate busywork

– Make space for strategy

We’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.

Get the report and see how top teams are making AI actually useful.

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

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

The Dave Gerhardt Show (from Exit Five)