Diving into the world of B2B email marketing, we’re thrilled to chat with Aisha Amaira, a MarTech expert with a deep-rooted passion for blending technology and marketing. With her extensive background in CRM marketing technology and customer data platforms, Aisha has helped countless businesses harness innovation to uncover vital customer insights. Today, we’ll explore the evolving challenges of email campaigns, the strategies that drive success, and how teams can adapt to maximize impact in a crowded digital landscape.
What do you see as the biggest hurdles B2B marketing teams are facing with email campaigns today?
Honestly, a lot of teams are struggling because email campaigns demand a ton of time and effort with often underwhelming results. I’ve seen cases where marketers spend hours crafting emails, only to get flat engagement and no meetings booked. The core issues often boil down to poor targeting, lack of personalization, and not enough resources to manage the workload. It’s frustrating when you’re pouring energy into something that isn’t moving the needle, especially when other channels seem to deliver faster wins.
How does email stack up against other channels like LinkedIn or events when it comes to building pipeline?
Email still has its place, but it’s not the silver bullet it once was for many teams. LinkedIn, for instance, offers more direct, personal outreach and often feels less intrusive, while events provide face-to-face trust-building that email can’t replicate. That said, email can be incredibly powerful for follow-ups or nurturing leads over time if done right. The key difference is immediacy—LinkedIn and events can generate quicker pipeline activity, while email often plays a longer game.
What separates the B2B teams who are still seeing big wins with email from those who aren’t?
The successful teams treat email as a strategic priority, not an afterthought. They invest in the right tools, talent, and processes to make it work. I’ve noticed these teams focus heavily on relevance—every message feels tailored to the recipient. They also don’t skimp on data; they’re constantly refining their lists and analyzing what resonates. It’s a mindset shift from just sending emails to building meaningful touchpoints.
Can you walk us through an example of a campaign or team that’s really excelling with email?
Absolutely. I worked with a client who launched a post-conference follow-up campaign that targeted attendees with highly specific messaging based on sessions they attended. They saw incredible response rates from Fortune 500 companies because the emails didn’t just say, ‘Hey, nice meeting you.’ They referenced exact pain points discussed at the event and offered tailored solutions. It was a perfect blend of timing, relevance, and personalization, and it directly led to booked meetings.
Why do you believe email marketing requires a team effort rather than being a solo task?
Email marketing is a beast—it’s not something one person can handle effectively. You’ve got strategy, content creation, design, segmentation, automation, deliverability, and data analysis, just to name a few pieces. Each of these requires specialized skills. When it’s all on one person’s shoulders, things slip through the cracks, like unoptimized lists or generic messaging, and the results suffer. It’s a collaborative effort to get it right.
What are some practical ways smaller teams with limited budgets can manage the diverse demands of email marketing?
Smaller teams need to prioritize and automate wherever possible. Focus on the highest-impact areas first, like list segmentation and crafting relevant content, even if it’s basic. Tools for automation can handle a lot of the heavy lifting—think scheduling, A/B testing, and basic analytics—without breaking the bank. Also, don’t be afraid to outsource specific tasks like design or copywriting if you can. It’s about working smarter with what you’ve got.
Why is having a clear strategy so essential for effective email marketing?
Without a strategy, you’re just throwing stuff at the wall and hoping it sticks. A solid strategy ties your email efforts to actual business goals, like generating qualified leads or driving meetings. It forces you to define who you’re targeting, what you’re offering, and how you’ll measure success. I’ve seen too many teams skip this step and end up with disjointed campaigns that confuse recipients and waste resources. Strategy keeps everyone aligned and focused.
How can sales and marketing teams better collaborate to strengthen their email approach?
It starts with communication—both teams need to agree on what a qualified lead looks like and what the email’s purpose is at each stage of the funnel. I’ve seen huge improvements when marketing shares campaign data with sales, so they can follow up on engaged leads with context. Joint planning sessions to map out messaging and goals also help. When sales and marketing are on the same page, emails stop feeling like random blasts and start driving real conversations.
How should teams balance outbound and inbound tactics in their email efforts?
It’s all about knowing your audience’s mindset. Outbound works when you’re introducing your brand to cold or unaware prospects, but it needs to be hyper-targeted and value-driven to avoid being spam. Inbound, on the other hand, is great for nurturing folks who’ve already shown interest—think opt-ins from your website. The balance comes from mapping emails to awareness levels; don’t push a hard sell on someone who’s just discovering you, and don’t bore a warm lead with generic content.
What role does data play in shaping effective email campaigns?
Data is everything. It’s how you understand who you’re talking to, what they care about, and how to reach them. Collecting and enriching data—whether it’s industry details, job roles, or behavioral insights—lets you craft messages that hit home. I’ve seen campaigns flop because teams didn’t bother to clean or update their lists, leading to bounces or irrelevant sends. Good data turns email from a shot in the dark to a precise tool for connection.
Why are traditional metrics like open rates becoming less reliable for measuring email success?
Open rates are often inflated by bots, privacy settings, and email service providers auto-opening messages. They don’t tell you much about real engagement or intent. I’ve had clients with sky-high open rates but zero replies or meetings, which shows how misleading these numbers can be. They’re a vanity metric at best now—nice to look at, but not a true indicator of whether your email is driving business results.
What metrics should teams prioritize instead to gauge the real impact of their emails?
Focus on metrics tied to outcomes, like replies, booked meetings, or pipeline movement. These show who’s actually engaging and taking action. Click-through rates can still be useful if you filter out bot activity, and unsubscribes are great for understanding what’s turning people off. But the gold standard is tracking who’s responding and how those interactions lead to tangible business wins. That’s where the real value lies.
Do you have any advice for our readers looking to revamp their B2B email marketing efforts?
My biggest piece of advice is to start with relevance. Get to know your audience inside and out—use data to segment and personalize every message so it feels like you’re speaking directly to them. Don’t just send emails for the sake of sending them; have a clear purpose and strategy behind every campaign. And finally, invest in the process—whether it’s tools, team skills, or time. Email can still be a powerhouse for B2B, but only if you treat it with the care and attention it deserves.