Emailing strategy
Emailing is the oldest digital prospecting emailing strategy No wonder she leaves! 80% of marketers consider that emailing is their best acquisition and loyalty channel.
But can we prospect today as we did yesterday? With the multiplication of digital channels and the development of marketing automation emailing practices are led to evolve each year for a good emailing strategy.
On the one hand, it becomes more and more difficult to capture the attention of your prospects . On the other hand, you have more tools at your disposal to master the performance of your campaigns .
What are the latest good practices and trends to follow in emailing emailing strategy? How to optimize the key performance indicators (ICP) of your campaigns such as the opening rate or the frequency of shipments?
Email marketing, an essential communication channel for its emailing strategy
More than 300 billion emails are sent per day around the world. An effective and now essential , email marketing has many advantages for businesses. You can therefore use this channel, which is easy to set up, to acquire new market shares.
Last year, a group of companies managed to generate deliverability rates of around 89 and 95% during their email marketing campaigns. These same campaigns generated 3.2 million emails that achieved responsiveness rates of 10 to 25% .
The opening rate depends on the length of the email subject
Whether you practice Cold Emailing or Warm Emailing, the subject of the email must be written with care . He will determine whether or not the recipient will open his email. Email objects containing less than 25 characters seem to generate much more openings. So you have to stay brief and explicit.
Additionally, avoid selling yourself in the email title. Above all, you must make people want to read, and therefore write an attractive title . Personalizing the subject of the email with the name of your company also helps to optimize its opening rate to 30% .
What days and hours to send professional emails, the right emailing strategy?
Pay attention to sending times so as not to wake your recipient in the middle of the night, for example. The days on which emails are sent also impact the effectiveness of your campaign.
This study identified Tuesday and Thursday as favorable days for sending marketing emails. But you can also do tests to determine which days your emails are most read by your targets. We advise you to send them either at 8 a.m. or from 6 p.m.
To ensure an emailing strategy, BtoB players favor certain hours and certain days in order to communicate with their target audience. The observation is the same as in previous years: two thirds of shipments were made on Tuesday and Thursday .
These shipments took place mainly in the morning , long before 1 p.m. Note that there were fewer emails sent before 8 a.m. in 2025.
Regarding opening hours , a peak after 6 p.m. was noted. So, to have a greater chance of being read, your messages should ideally be sent either in the morning or late afternoon .
How to optimize your targeting in an emailing strategy?
One of the approach techniques favored by B2B players in emailing strategy is hyper-targeting . By classifying their targets into homogeneous groups, they were more likely to deliver a relevant message. This method allowed them to achieve a high level of performance .
We therefore advise you to qualify groups with less than 1000 contacts . This qualified targeting will help you increase your opening rate . To succeed in your emailing strategy of this year 2024, we suggest you:
- carry out qualified targeting;
- convey a powerful message;
- optimize the subject of your email and use a credible sender;
- test sending times and days;
- pay attention to statistics.
Do qualified targeting
Before starting an email communication campaign, you absolutely must define in advance the characteristics of the target you are targeting, their needs and the solutions you are able to provide them. There's no point sending messages if they don't meet the expectations of your target audience.
Indeed, the content of your email depends on the profile of your customers , your offers and the added value you want to bring them. An email that offers to answer their problems will make you want to read more.
Send a powerful message
Prospects who are increasingly in demand are becoming more demanding and are only interested in the most relevant advertising emails. And even if you manage to convince them to read your email, they only spend a few seconds reading your marketing email.
Your message must therefore meet two imperatives:
- it must be enriched with elements that will encourage clicks;
- it must be brief and personalized as much as possible.
You must ensure that you receive as many responses as possible , even if it is only a refusal. Don't approach with an obvious sales intention, but rather take an advisor approach . To gain the trust of your prospects, you must appear to them as an expert.
Optimize the subject of your email and highlight a credible sender
By carefully choosing the sender and subject of your message, you will make recipients want to open the email you send. So, prefer a natural person's name as the sender, if only to humanize your message.
You must give in the subject line an overview of the added value that the person reading the email would receive. Use A/B testing to determine which title would work the most.
Take the time to analyze your campaign statistics.
Help your campaign statistics to improve the elements mentioned above . Above all, pay attention to the rate of deliverability, the unsubscribing, the opening rate and the click rate . From this analysis, you will know what works or not in your marketing approach and will also be able to measure the achievement of your objectives.
Conclusion of a good emailing strategy
Marketing Automation is one of the best prospecting tools in BtoB . This emailing barometer will allow you in particular to develop strategic procedures from relevant encrypted data. You also have customer databases to create marketing and are able to ensure the quality of your B2B emailing campaigns.
You now have an idea of an emailing strategy for days, dates and hours for sending your messages.
You will need to adapt your actions according to the figures that appear as you advance your campaigns. These key indicators will help you understand the behavior of your targets .
Note that part of this data was taken from a recent study made by appointment on emailing campaigns carried out by its customers in 2025.
Then find the best way to convert your prospects and retain your customers to increase your turnover and an emailing strategy. Automating your B2B emailing campaigns with Magileads will allow you to speed up and optimize this process and gain efficiency. You will benefit from the email base of 20 million qualified prospects offered by the platform. The SaaS All-In-One software allows better customer file management to your marketers thanks to an integrated PRM Better yet, you can test your emails and customize them before sending them to your leads at the right time .
Emailing strategy: good practices and key figures in 2025
1. Reliable evidence and expert references
Credible studies and data
- Mailchimp (2025) : “Personalized emails generate 50 % more clicks than generic campaigns. " ( Link )
- Statita (2024) : “78 % of marketers consider emailing as the highest king's channel. " ( Source )
- Campaign Monitor (2025) : “Email automation increases income by 320 % in B2B. " ( Study )
Recognized experts in emailing strategy
- Ryan Deiss (CEO of DigitalMarketer):
* "In 2025, the emailing will no longer be 'batch and blast' but of the 1-to-1 automated. "* ( Podcast ) - Val Geisler (Email conversion specialist):
“The behavior -based sequences have a higher 2x opening rate. ( Tweet ) - Garry Vaynerchuk (CEO Vaynermedia):
“Email remains the only channel where you have 100 % of your audience. " ( Article )
User testimonies
- “Our conversion rate jumped 35 % by segmenting by purchasing history (via Klaviyo). » -Lucie D., E-commerce manager ( Trustpilot )
- “With interactive emails (Quiz, Polls), we have reduced the disorders by 20 %. » - Thomas P., SaaS Marketer ( Case Study )
2. Case study: How [Brand X] boosted its 60 % sales
Business : Glossier (Beauty)
Problem : Decrease opening rate (-15 % in 2025).
2025 strategy :
- Generative to personalize the subjects (ex: "Lucie, here is your ideal red").
- Dynamic gift cards in the email (clickable without leaving the reception box).
- A/B Testing of shipping times via Seventh Sense.
Results : - +60 % sales in 3 months.
- Opening rate rose to 42 %.
(Source: Glossier Bloss )
3. Box: 4 types of key segmentation in 2025
| Kind | Example | Tools |
|---|---|---|
| Behavioral | Basket abandonment, pages visited | Klaviyo, HubSpot |
| Technical | Device used (mobile vs desktop) | Mailchimp |
| Psychographic | Values (eco-responsible, luxury) | ActiveCampaign |
| Temporal | Time zone, frequency of purchase | Omnism |
Recommended diagram :
[Contact base] → [IA segmentation] → [personalized email] → [Dashboard king]
