Email Marketing as One of the Growth Marketing Channels: What Works Today
- Last updated on: August 14, 2025
In today’s world of AI-powered personalization, social media algorithms, and omnichannel campaigns, email marketing continues to be one of the most stable Growth Marketing Channels. Why is that? Because it provides measurable ROI, allows you to nurture relationships, and gives you the ability to drive conversions without being dependent on a third-party platform that may change when you need to create a new campaign.
For B2B companies, and especially for SaaS, fintech, tech, cybersecurity, and other companies that require direct engagement with high-value decision-makers, email is the best way to connect with them at a much lower cost than meetings or other forms of engagement. If executed well, email provides a strategy that utilizes data, personalization, and content to create an always-on pipeline for engagement and sales.
1. Personalization Beyond First Names
Gone are the days of generic, mass emails. Today’s successful email campaigns in growth marketing channel incorporate nuanced segmentation, contextual triggers based on user engagement, and behavioral triggers based on buyer journey phases. Rather than blasting the same email message to an entire list, we can now use users’ engagement history and their specific needs associated with their role/job/hallway to tailor the content just for them.
For example, a SaaS provider in the cybersecurity space can send case studies to its target audience of CISOs. A fintech growth team can potentially send calculators for ROI to highly-engaged product managers. According to HubSpot, campaigns that use segmentation can produce as much as 760% more revenue, clearly demonstrating the benefits of a personalized, contextual message.
2. Funnel-Filling Content
Email marketing will have the most impact when the email activity is part of the larger growth strategy. Each email shouldn’t be viewed as an isolated touchpoint, but as a consistent way to drive leads along the path from awareness to decision. For many of our SaaS and fintech Intent Amplify® clients, content takes the form of email sequences that include thought leadership articles, webinar invitations, and proprietary content that contains industry intelligence and insights. Each email will create a layer of trust with the reader and incentivize them to take the next step, whether that’s booking a demo, registering for an online event, or downloading a research report.
3. Human and Automated
Email marketing automation tools have improved to the point where they can stretch dollars pretty far. You can run complex nurture campaigns, send emails based on behaviors, and test variations without continuous manual input. The human element still has its place, however. Good Growth Marketing Teams know what it takes not to make their automation appear robotic. They leverage conversational copy, apply real-world applicability, and respond based on real-time interaction. For example, let’s say a fintech lead downloads a compliance checklist from a website (e.g., an info pack). While that lead enters an automated sequence for a few emails and other marketing tactics, if the sales team followed up with a personalized email, perhaps from a solutions consultant, the experience will feel less robotic and replicate meaningful contact.
4. Leveraging Data for Optimization
Email is one of the most measurable forms of marketing, so we have a lot to learn from optimization. Growth marketers track important data such as open rates, click rates, and conversion rates, but the true optimization advantage is in correlating these rates over time.
For example, a SaaS company may recognize that its onboarding email marketing mail sequence is more effective when sent mid-week, while a cybersecurity firm may discover that technical audiences are more engaged with shorter subject lines. By continually A/B testing and applying what you have learned, a company can optimize its campaigns for maximum effect.
5. Building Compliance and Trust into Growth
Laws like GDPR and CAN-SPAM are not just roadblocks, but opportunities to create credibility. For growth marketing to work for the long haul, trust needs to be the key component of your email strategy.
Intent Amplify® often works to help tech and cybersecurity brands build opt-in processes and architect open lines of communication to enhance brand credibility. A managed, permission-based list not only gets you compliance but tells you that your audience actually wants to hear from you and will have higher engagement rates.
Conclusion
Email marketing is still one of the most agile and measurable growth marketing channels available in 2025. By harnessing the effective combination of personalization, high-value content, intelligent automation, and data-driven optimization, companies in SaaS, fintech, cybersecurity, and technology are able to consistently generate tangible growth.
For brands that are serious about unleashing the potential of email, the secret is in treating the inbox as a space for conversation—and not simply another place to distribute. Each and every message represents an opportunity to connect, stimulate, and convert.
Frequently asked questions
How often should B2B brands should email their audience in Growth Marketing?
Start at 1–2 emails per week for active nurture streams and 1–2 times monthly for broad newsletters. Let the audience determine the rhythm. For engaged audience segments, increase frequency. For low-engagers, throttle or pause using frequency limits.
What is the ideal length of an email for engagement?
Most B2B emails should be 75–200 words and include a clear single call to action. Structure content for scan-ability (strong subject line, 1–2 short paragraphs, bullets if necessary) and format so the call to action is above-the-fold. For content that is longer than that, link to a landing page instead of bloating the email.
Plain text or HTML – which is better for conversion in Email Marketing?
Both approaches can be successful. “Light HTML” can often serve as a good halfway point between polished branding and effective deliverability. Plain text emails feel more personal. For specific mailings, e.g., ABM (Account-Based Marketing), sales-assist nudge, they can sometimes outperform lightweight HTML. When running tests, conduct the test by segment, design for dark mode, and aim for a decent text-to-image ratio.
Share lists to create aligned audiences (think LinkedIn Poly), retarget email clickers with socially targeting ads, and use UTM tags and spans to create a consistent reporting system. Remote emailing of webinars, research reports, and case studies means you can share social posts and activity to show how your audience interacts with similar content. Additionally, recycle those important social posts (that one awesome video) and create an AMP or weekly email rounds to keep growing your audience reach.
What is the best way to address deliverability in Email Marketing?
Authenticate your domain, monitor list hygiene, and get them as long-time inactives. Warm up your new domains/IPs. Part of every email should be about setting expectations on value and consistent timeframes. Do some research. Avoid anything that feels spam. And generally avoid reporting on open rates. You should be reporting on placement, not open rates.
