#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?

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Visit go.grammarly.com/exitfive to grab it.

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

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

The Dave Gerhardt Show (from Exit Five)