Your Most Important Job as a B2B Email Marketer Is...

In the age of Mail Privacy Protection (MPP), open rates are no longer the most important goal for email marketers. Instead, clicks are a better measure of interest and conversions are the most reliable metric for success. But the most important job of an email marketer is to get the next email you send read. Email marketing is about relationships and brands should focus on explicitly earned opt-ins, emails with clearly described content, and segmentation and automation to match frequency to engagement level.

Strong engagement leads to improved deliverability, reduced list churn and expanded audiences, which all lead to more conversions and revenue. Campaign-focused tactics such as list-buying, contact-scraping, and passive permission grants can lead to deliverability trouble. Brands should focus on metrics like lifetime value, subscriber churn rate, distribution of subscriber tenures, MQL-to-SQL conversion rate, and click reach.

B2B email marketing is often a long game and succumbing to short-term pressures can have long-term consequences. Brands should focus on respecting and retaining subscribers to maximize their campaigns and relationships, resulting in better deliverability, reduced list churn, and expanded audiences and ultimately, more conversions and revenue.