Introduction: Challenges in B2B Email Marketing
B2B email marketing is entering what many experts are calling a “Great Recession.” Engagement rates are declining, inbox competition is fierce, and email deliverability challenges are mounting. Once the go-to channel for predictable outreach, inbox performance is now slipping fast. As per Martal Group’s 2025 benchmarks, average cold email open rates dropped to 27.7% from ~36% the previous year, while reply rates fell to just 5.1%. The decline underscores a simple truth: breaking through inbox clutter is harder than ever, and traditional tactics are no longer enough.
The problem isn’t that email is irrelevant; it’s that buyers expect smarter, hyper-personalised communication. Sending generic blasts is no longer an option. Brands that want to thrive in 2025 must rethink their approach, using data, automation, and AI to transform email from a volume game into a precision-driven growth channel.
AI in Marketing: Leveraging AI to Refine Outreach
So, why is account-based marketing important in the context of email? Because it aligns with the same principle: precision targeting. Artificial Intelligence (AI) in email marketing is allowing B2B companies to:
- Predict Engagement: AI-powered outreach tools analyse past behaviour to determine the best time and channel to connect with leads.
- Automated Lead Scoring: Machine learning models prioritise prospects most likely to convert, eliminating wasted effort.
- Dynamic Personalisation: AI CRM tools like Salesforce Einstein or HubSpot AI tailor subject lines, offers, and content blocks to each recipient.
For example, AI-driven marketing models can suggest which industry insights should be highlighted to a CTO vs. a Head of Procurement, improving relevance and engagement.
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Automation: Personalisation and Conversion at Scale
If AI provides the brain, automation is the muscle behind modern email campaigns. Marketing automation workflows allow brands to run CRM-driven email campaigns that move prospects seamlessly through the funnel.
Key automation practices include:
- Automated Email Segmentation: Grouping users based on behaviour, geography, or industry for hyper-specific campaigns.
- Email Personalisation Automation: Using data to trigger highly personalised follow-ups (e.g., sending a case study when a lead visits a pricing page).
- Nurture Sequences & Drip Campaigns: Automated sequences that gradually educate and convert leads.
Future Outlook: Predictions for 2026
The future of email marketing is not about more emails, but about smarter ones. Here are predictions shaping 2026:
- Next-Gen Email Marketing Tools: Platforms will combine AI, CRM, and behavioural data into unified command centres.
- Hyper-Personalisation at Scale: Expect every email to feel handcrafted, powered by AI-generated insights.
- Tighter Privacy Controls: With stricter regulations on data, marketers will need consent-driven personalisation models.
- Survival Strategies: Brands that fail to adapt risk wasting resources on low-yield email blasts, while leaders will use AI-powered insights to sustain ROI.
Case study: Survival Through Smart Email Marketing
A global leader in industrial adhesives, trusted across automotive, manufacturing, packaging, electronics, and maintenance sectors. The brand wanted to strengthen engagement and boost conversions in India’s fast-growing ACM segment.
Objective
- Execute high-impact email campaigns to engage decision-makers.
- Use automation to align pre-sales and marketing for consistent lead nurturing.
- Re-engage inactive leads and accelerate funnel velocity with lead nurturing workflows.
Challenges
- Managing a large volume of low-quality leads.
- Low engagement from high-value decision-makers.
- Conversion delays at the top of the funnel.
- Recovering abandoned purchases.
Our Approach
- Account-Based Marketing Strategy: Targeted key decision-makers with personalised campaigns.
- Engagement Through Automation: Used AI-powered triggers for timely outreach.
- Multi-Channel Digital Strategy: Email + WhatsApp campaigns for better engagement.
- CRM Integration: Synced with Sell.do to track lead behaviour and automate follow-ups.
Results
- 94 SQLs generated via email campaigns in just 4 months.
- 200% increase in open rates.
- 100% increase in click-through rate.
- ₹4 Lakh LTV achieved from outreach campaigns.
Conclusion: Are Your Emails Ready for Survival?
The “Great Recession” of B2B email marketing is already here, but it doesn’t have to mean decline. By adopting AI in email marketing, automation workflows, and CRM-driven personalisation, businesses can not only survive but thrive in 2025 and beyond.
At Amura, we specialise in designing email marketing survival strategies that combine AI-powered outreach and next-gen tools with the expertise of our growth marketing team.
Ready to future-proof your email campaigns? Talk to our Experts