The real reason so many teams are struggling with email marketing | MarTech

"Hot take: Email marketing is not a one-person job As Matthew Gal pointed out in a recent LinkedIn post, for email marketing to be successful, you need: Flow creation and automation setup. Content and copywriting. Design. List segmentation. Deliverability management. A/B testing. Data analysis. That's not even getting into optimization, list hygiene, personalization or all the other quirky data-related tasks like enrichment, de-duping, etc."

"I was talking to a B2B marketer recently who admitted her email campaigns weren't pulling their weight. They took too much time to build, engagement was flat, and - worst of all - they weren't booking meetings. Meanwhile, her team's LinkedIn outreach and event follow-ups were filling pipeline much faster. She's not alone. Many B2B marketers are seeing the same thing:"

"The reality is that marketers today are responsible for managing growth across multiple channels - and every channel comes with its own regulations, use cases, challenges and problems. If you slash your marketing team but expect email to pull its weight in addition to LinkedIn, Google, cold outreach, etc., your results will reflect the resources provided. If email marketing has worked in the past and you want it to continue working, invest accordingly."

Many B2B email campaigns underperform: long build times, flat engagement, and few meetings booked, while other channels like LinkedIn and event follow-ups fill pipeline faster. Successful email requires multiple specialized functions: flow creation and automation, content and copywriting, design, list segmentation, deliverability management, A/B testing, and data analysis, plus optimization, list hygiene, personalization, enrichment and de-duping. Modern marketers must manage growth across multiple channels with distinct regulations and challenges. Undersized teams produce weaker email results. Continued email success requires proportional investment, strategic planning, dedicated resources, and integration with other outreach channels to convert engagement into meetings and pipeline.

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