The State of B2B Sales Email in 2025: What Still Works and How MarketLauncher Does It Differently

At MarketLauncher, we’ve been helping B2B organizations reach senior decision-makers for more than 20 years. We’ve seen a lot change, but perhaps nothing has evolved faster than how B2B sales emails are sent, filtered, and read.

If you’re relying on outdated cold email tactics or bulk send outs in the thousands, you may not be reaching your audience at all. And if your team is measuring success by open and click rates, you’re likely relying on metrics that no longer matter.

The reality is: your prospects are busy, inboxes are crowded, AI-written messages are everywhere, and enterprise email filters are getting smarter by the day.

But here’s the good news: B2B sales email still works, if you know how to adapt. And at MarketLauncher, we’ve made it our mission to stay ahead of the curve.

Related Content: These Three Things Are Working Right Now to Build Sales Pipeline

Email Isn't Dead, But It Has Changed

Over the past two years, three major shifts have changed the game for outbound email strategy:

1. Enterprise email security tools are smarter. Filters now use behavioral modeling, AI content scoring and reputation analysis to block or deprioritize emails, especially templated outreach with common sales language or tracking links.
2. Privacy rules have broken traditional metrics. Email server protection advancements and enterprise firewalls render open and click rates largely meaningless. You may think someone "engaged" with your email, but it could have been a bot or a filter testing threats.
3. Inbox fatigue is real. Decision-makers now report receiving more cold emails than ever before, many of them AI-generated, irrelevant, or both.

These trends mean that sales leaders must rethink how they approach email deliverability, personalization, and trust-building in 2025.

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What Actually Works In B2B Email Today?

1. Keep it short. Keep it human.

Our most effective cold emails follow a minimal-sentence structure: 

• An insight or point of relevance 

• A credibility signal (what we're seeing in the market or how we help) 

• A soft call-to-action (not a calendar link) 

Example: 

"We've been hearing from a lot of CEOs in fintech rethinking how to keep their pipeline steady amid so much market fluctuation. At MarketLauncher, we help leadership teams navigate this through targeted outreach and person-to-person engagement. Would it be useful if I shared a few patterns we're seeing with other industry executives?" 

This structure helps us get past filters, build trust, and spark authentic dialogue.

2. Avoid high-risk words and phrases.

Salesy phrases like "book a demo," "grab time on my calendar," or "free trial" are red flags for security tools. So are major bulk sends and overused templates. 

Instead, use language that feels lighter and invites a reply: 

• "Open to hearing more if helpful."
• "Let me know if this is even on your radar."

3. Skip the links (until asked).

Including links, even Calendly or your website, dramatically increases your odds of landing in spam or quarantine. We recommend no links, no attachments, and plain text emails initially. 

Save those resources for later touches, once a two-way conversation is underway.

4. Don't track opens and clicks.

With servers and security tools auto-loading images and links, open rates are no longer reliable and click tracking can actually hurt deliverability. 

We've stopped using these as KPIs and now focus on what matters: positive replies and direct engagement.

5. Think Scalable Relevance

You don't need to write a completely custom email for every contact, but your outreach should still feel intentional. Use segmentation to group prospects by industry, role, or challenge and speak to those themes in your messaging. 

Instead of relying on tokens, concentrate on relevance at the segment level. Vary your structure, tone, and focus so your messages feel fresh. 

Related Content: AI, Intent, and Relevance Are Elevating B2B Outbound Success

Why the Human Touch Matters More Than Ever

AI is reshaping the sales landscape, but one truth remains firm: automation alone won't get you to the decision-maker. In fact, it often does the opposite, burying your message in the clutter of mass outreach. 

We believe the future of B2B sales belongs to companies that blend AI efficiency with human credibility. Email is a powerful tool, but it's just one part of a broader strategy that pairs digital outreach with live calls and direct executive engagement.  

Ask yourself: can you really qualify a lead without back-and-forth dialogue? The best-crafted email in the world doesn't matter if it ends up in a spam folder or is deleted without a second thought. That is why conversations with the right professionals are the true differentiator. 

Related Content: AI in B2B Sales: Your Inbox Doesn’t Need Another “Hope You’re Well.”

“The best-crafted email in the world doesn't matter if it ends up in a spam folder or is deleted without a second thought.”

Wrapping Up: Modern Sales Emails Best Practices

If your team is still relying on opens and clicks, if your emails are built on outdated processes, or if your prospects aren't responding, it might be time to rethink your playbook. 

Here's where to start: 

1. Strip down your first-touch emails to three sentences
2. Avoid salesy language and high-risk links
3. Turn off tracking
4. Treat email as a door-opener, not the whole strategy

The teams that succeed will be the ones who combine disciplined best practices with the one thing AI and automation can't replace: reaching and speaking directly with C-suite decision-makers and senior leaders. 

At MarketLauncher, this approach has helped our clients consistently reach senior executives and start meaningful dialogue that drives pipeline growth.

Thanks for reading. Want to discuss this blog or other ways to improve email deliverability, outbound sales, and executive engagement? Shoot me an email (yes, email!) at skirkpatrick@marketlauncher.com.