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From the Blog
First off: does it make sense to do email marketing in 2025?
Or is email marketing tactic outdated, surpassed by newer trends?
Well, considering I write mainly for B2B marketing leaders, here's the truth: email marketing remains the channel with the highest ROI across any industry.
With an impressive 73% ROI, email marketing outperforms channels like SEO (67%) and paid search (59%).
The best part? (At least in my opinion.) It’s free—and always will be.
You hear marketing managers complain about rising customer acquisition costs on Instagram and Google. Then, they scramble to switch platforms. Email marketing? Always free.
But "free" alone doesn’t cut it unless it’s effective. Here’s why email marketing still makes sense in B2B.
In B2B, email marketing serves three crucial roles:
B2B sales cycles range from minutes to months (think SaaS for finance). What's the best way to keep prospects engaged? Email marketing.
You're not trying to sell in every email. Instead, use it to build thought leadership and share relevant insights.
Consider activation and churn. The best companies educate users on maximizing product value. HubSpot, for example, sent me a series of emails detailing their marketing plan features right after I started a trial. My perceived value increased, and I subscribed.
As for upselling, HubSpot nails this too: "You've tried this; now try that." I keep past clients updated on new services, and it’s always easier to sell to someone who has already benefited from your work.
Now that we’ve covered the basics, how can you make the most of email marketing?
Personalization is all the rage. My advice? Don’t personalize every email.
You don’t need to slap [NAME] on every subject line. We all know emails are automated. Does “Hello, John” really add value?
I often start my emails with a simple, “Hey 👋.” It's casual and authentic.
Instead of overdoing it, personalize sparingly—but do it with intention. Break the pattern. This ensures your most important emails get opened and read.
Segmentation ensures the right people get the right content. But don’t overcomplicate it.
So if you don’t have capacity for multiple emails to multiple audiences, it’s better to focus on one audience that you want to nurture.
Ps. You can also reach out to the team of Sparkr if you need help with email marketing services.
That being said, there are two ways in which I’d recommend you segment your list.
You segment people according to how they behave with your product or service. You want to divide your audience into:
Then you want to have a different strategy for each segment.
In some cases, a segmentation based by interest may make more sense. It’s the case for example of companies who have just launched and have a lot of interest but little to no current users or past clients. It’s also the case of companies inherently selling one-off products or services. Think of events. In this case it makes more sense to segment according to interest.
I’ve recently run a test. I went on the website of 40 B2B companies, SaaS companies or product companies.
What surprised me is that:
Automation isn’t hard. Use marketing platforms to trigger emails when someone subscribes. Ensure resource downloads trigger follow-ups, like booking a meeting.
Triggered emails generate 5x higher open rates and 15x higher click-through rates.
Great content is useless if no one opens the email. Subject lines are key.
They don’t just drive opens; they set the tone for your message. Research from Attentive (7.5 billion emails analyzed) shows good subject lines boost both open rates and click-through rates.
People check their email at different times. But data shows that for B2B, the best way to send an email that is actually opened is from Tuesday to Thursday.
Unless you work with very large volumes, I believe this is enough to make sure your emails get opened.
However, if you’re willing to optimise your sending time, there’s some interesting research from Brevo showing the best time to send email marketing campaigns for each industry.
Best time to send email by business type according to Brevo:
Sounds risky, right? But making unsubscribing easy increases trust. When recipients know they can opt out anytime, they’re more likely to stay subscribed.
Plus, a clean, engaged list improves deliverability rates.
Not every email needs an offer. Especially if you’re in an industry with long saels cycles, you email marketing needs to build thought leadership. Not to sell. In this cae your strategy is just share value with no strings attached: an insightful article, a relevant trend, or a personal story.
This builds rapport and makes subscribers more receptive when you do have an offer.
Email marketing isn’t dead—it’s evolving. The strategies above aren’t about chasing trends but about doing the basics better.
Consistency, authenticity, and smart segmentation will keep your B2B email marketing effective, even in 2025.
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