[Seminar Report]
Speaking at MarkeZine Day 2026 Spring
Effective Email Marketing to Increase Leads

This article provides an excerpt from the content presented that day.

B2B marketing, if one is not careful, can easily become a series of siloed, partially optimized tasks. This often occurs because the goals of the marketing department are set in isolation, making it difficult to achieve company-wide optimization in collaboration with other departments. However, even within marketing operations alone, partial optimization is a common pitfall. Let us look at one example.

One of the primary tasks in B2B marketing is lead generation. You are likely acquiring leads daily through various channels, such as trade shows, content marketing, and advertising. But in reality, are your total leads actually increasing?

Of course, since you are actively acquiring leads, the total number is likely increasing. The issue is whether the leads that the marketing department can effectively utilize—that is, those reachable via email—are truly growing.

In B2B marketing, email is a vital channel. By conducting appropriate email marketing, you can maximize the effectiveness of various initiatives. However, as is to be expected, email campaigns inevitably result in a certain number of unsubscribes. This is where the trap of partial optimization lies.

For example, suppose a company's marketing department manages a house list of 50,000 contacts. This company acquires an average of 1,200 new leads per month through events, advertising, and WEB traffic. That amounts to 14,400 leads per year.

They are also dedicated to content creation, sending out newsletters to promote their content once a week. Furthermore, they host webinars twice a month, sending three promotional emails for each webinar. This is a company that actively practices lead generation, content creation, newsletter distribution, and webinar hosting. If the unsubscribe rate for their email campaigns is 0.2%, will the marketing department's total lead count actually increase?