The Savvy Edge - July 3, 2025
The Savvy Edge - June 25, 2025
This week I’m keeping it short and sweet, talking about B2B email. Just one story. That’s it. It’s a holiday week here in the U.S. I’m keeping it short and so should you. Have a fantastic weekend!
Email Still Works, But You’ve Gotta Do It Right
Email is still an effective channel. People might not visit LinkedIn every day, but they do check their email — many times over. The key to success is rising above the hundreds of other messages to be opened, read, and ideally take that next step.
But, this Forbes article sums up why that’s not working:
In the high-stakes world of B2B marketing, email often gets reduced to a tactical checkbox—a lead-nurturing tool driven by templates, automation and so-called “best practices.” But here’s an inconvenient truth: Many of those best practices are stale, formulaic and disconnected from how people actually experience email in 2025.
As leaders, we need to stop asking “What’s our click-through rate?” and start asking “Did this email move someone?”
Marketers need to stop chasing vanity metrics and start celebrating results. Yes, the vanity metrics of open and click rates tell you that your message is being received and that people click on it. You need to look at those things.
BUT… if nobody takes a next step today, tomorrow, or next year, those vanity metrics mean nothing.
Stop thinking of email as a checkbox tactic and start thinking of it as…
A brand reinforcement
An opportunity to resonate with your audience’s challenges
A way to add value to your audience
More to come on this soon. And I’d love to hear your thoughts!
Let me know what you think of these topics. I would love to curate this newsletter based on what’s valuable to you!
— Laura
P.S. Did you catch my big announcement?
Building Something New
I’ve spent decades helping others build and grow things. Here are just a few…