The real reason why so many teams are struggling with e -mail marketing | Farmer

I recently spoke with a B2B marketer who admitted that her Email campaigns did not make their weight.

They took too much time to build, engagement was flat and – the worst of all – they did not book meetings. In the meantime, the LinkedIn-Outreach and the follow-ups of her team filled pipeline much faster.

She’s not alone. Many B2B marketers see the same: bloated open rates, falling involvement and little to show for all efforts. Yet others have the opposite experience. The follow-up of one customer after the conference has qualified interest of Fortune 500 companies landed-a huge victory.

What’s going on here? Why do some teams crush it with e-mail, while others feel that it is no longer the ride-or-die channel that it used to be?

I have had a few people about it lately, so I have brought together some observations about what works in 2025 – and stops what teams stops.

Hot Take: e-mail marketing is not a one-time job

As Matthew Gal said A recent LinkedIn messageFor e -mail marketing to be successful, you must:

• Strategy.
• Flow creation and automation settings.
• Content and copywriting.
• Design.
• List segmentation.
• Available management.
• A/B tests.
• Data analysis.

That is not even in optimization, list of hygiene, personalization or all other idiosyncratic data-related tasks such as enrichment, de-duping, etc.

The reality is that marketers are nowadays responsible for managing growth through multiple channels – and each channel comes with its own regulations, use cases, challenges and problems. If you cut your marketing team, but expect that E -Mail pulls its weight alongside LinkedIn, Google, Cold Outreach, etc., your results will be reflected in the sources offered.

If e -mail marketing has worked in the past and you want it to continue to work, invest accordingly. The teams that I see getting results do this. It is clear that it is not the only indicator of success, but it is an important one.

Strategy for everything

Perhaps that seems obvious, but I have worked with a few companies that have treated e -mail marketing strategy, such as a side issue – whether the channel fully abused and abused.

Sales and marketing were not tailored to E -Mail’s goal or what a qualified lead defined. Marketing teams used HubSpot to explode cold e -mails when they should have used it immediately. The list goes on.

And to the question of the strategy, the answers were usually a mix of filling line and booking meetings. But these are not strategies, they are results.

Your strategy is how you plan to achieve those results, for which investments are also required.

• Do you mix outgoing and incoming?
• Do you take into account the states of your ICPs of consciousness, levels of refining the market and e -mail use cases?
• Do you enrich and enriches strategic data?
• Do you describe quality reports, offers and copy?
• Do you optimize what works – and kill what not?

Dig deeper: ‘They did it, so we should also’ not an e -mail strategy

KPIs must connect to business results

Again, this sounds clear. But I bring it up because many e -mail marketing statistics follow and optimize teams of vanity statistics.

• Open rates? There is a lot of discussion about their value, but they are usually blown up by ESPs, privacy protocols and Bot opens that they are equivalent to the follower counts on social media – negligible.
• Click-throughs? These also have a good part of bone problems. However, they are still valuable – as long as you filter Bot activity.
• Unsubscribe? An excellent statistics to determine what does not work and a passive list of hygiene on the list. Don’t fear this. Unsubscribe are good. If someone unsubscribes, they wouldn’t buy anyway.
• Bounce rates? Still valid. Still worth studying and understanding, because this is linked to your available and reputation.

What really matters now is:

• Business results. Many customers with whom I have spoken are less interested in how many clicks on their e -mails are and more interested in who she reads and responds. If your e -mails do not run, the 50% will open and 8% CTRs they used to have, but they get qualified answers and meetings, then you are doing something good.
• Answers. Getting valid answers to your e -mails is not only good for the deliverability -it is an excellent opportunity to build a 1: 1 relationship with someone. Don’t ignore this.

Involvement statistics are remarkable for measuring the health of your list and campaign relevant. Yet they are less important than monitors who you achieve and the business objectives that you are trying to achieve.

E -Mail does not exist in a vacuum

Absolutely, build your list. Give visitors many opportunities to register, but don’t be afraid to connect with them on other channels.

Tyler CookThe founder of Hypermedia Marketing, invites new subscribers to make contact with him on LinkedIn in the second or third e -mail of his welcome current because he knows that E -mails are just a valuable contact point of many.

Eddie Shleyner Share LinkedIn often and discusses his e -Mail a/b tests on LinkedIn.

The more opportunities you give subscribers to make contact with you, the faster you build relationships. (This also helps with retention.)

Diger Diger: the most underrated B2B channel? Your newsletter

Personalize your e -mails

Personalizing does not mean that merge tags are used in subject rules or body copy. It means giving priority to relevance In every message you send. That means:

Personalize messages and content

Use the data in your CRM to send specific, hyper -relevant messages to contacts based on their industry, sub -industry, growth phase, role and seniority, deal stage, etc.

This may seem overwhelming, but more and more AI tools make this kind of personalization and relevance on a scale possible in ways that you could only dream of in 2021. Ask me how I know.

Personalization of senders

There are a few ways to do this.

• Set Bimi so that your branding appears in the inbox.
• Send e -mails “from” e -mail addresses of real team members and use it to send, so that answers to the correct inboxes are sent. In this way the faces of your team members appear in the inbox alongside human names.

The latter is the best for:

Bonus points if your sender is relevant to the deal or phase of the contact person.

Personalize shipping times

Tyler Cook has one Post -post About the psychology of the inbox. You can increase the involvement by sending e -mails at relevant times, but you must understand how and when your target group uses E -Mail.

DIG DEPER: B2B E -Mailmarketing: 3 strategies for advanced personalization

From flat involvement to real pipeline: reconsideration of B2B -e -Mail

Personalization gets a bad rap, so don’t concentrate on it as a tactic. Focus on relevance as a strategy and use personalization tactics to send relevant messages at the right times.