Seminar Report
Appeared at MarkeZine Day 2026 Spring
What Is Effective Email Marketing to Increase Leads

Last Updated: March 26, 2026

This is Tozaki from the uSonar marketing team.
On March 4, 2026, I spoke at a session hosted by Shoeisha at MarkeZine Day, alongside our Executive Officer from the Sales Division, Mr. Yuasa.

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In this session, we discussed the themes of partial optimization versus holistic optimization in B2B marketing.

In this article, we provide an excerpt from the session content.

B2B marketing work can easily become partially optimized if one is not careful.
This implies that goal setting within the marketing department tends to become siloed, making it difficult to achieve company-wide optimization in collaboration with other departments. Furthermore, even within marketing operations alone, partial optimization occurs frequently. Let us look at one example.

One of the primary tasks in B2B marketing is lead generation.
I am sure you are all acquiring leads daily through various channels such as trade shows, content marketing, and ad operations.
But in reality, are your leads actually increasing?

Of course, since you are acquiring them, the number of leads is likely increasing.
The issue is whether the leads that the marketing department can actually utilize—that is, leads that can be used for email distribution—are increasing.

B2B marketing relies heavily on email as a critical channel.
Implementing appropriate email marketing strategies can significantly enhance the effectiveness of various initiatives.
However, it is a natural consequence that email distribution will result in a certain number of unsubscribes.
This is where the pitfall of partial optimization lies.

For example, consider a marketing department at a company with 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 annually.

They also focus on content creation, sending out a weekly newsletter promoting their content.
Furthermore, they host webinars twice a month, sending three promotional emails for each webinar.
This is a company that actively practices lead acquisition, content creation, email marketing, and webinar hosting.
If the email unsubscribe rate is 0.2%, will the marketing department's lead count actually increase?

Example of Adverse Effects Caused by Partial Optimization.png

In reality, the number of leads only increases by about 2,000 per year.
While there is an increase, considering they acquire 14,400 leads annually, the growth is likely less than expected.
If this continues for one year.png

As the size of the house list grows, the number of lost leads increases even if the unsubscribe rate remains constant,
meaning leads do not grow as much as one might imagine. In the worst-case scenario,
hundreds of unsubscribes may occur behind the scenes just to attract a few dozen people to a webinar.
Under these conditions, the effectiveness of marketing initiatives will never improve.

To avoid such issues, it is necessary to implement segmented distribution.
While segmented distribution is often associated with narrowing targets to increase response rates,
it also serves the vital purpose of protecting your house list by ensuring unnecessary emails are not sent.

uSonar also performs appropriate segmentation when distributing its own emails.
As a result, recipients no longer receive emails that are completely irrelevant to them,
which has successfully reduced our unsubscribe rate significantly.

Recommended Segments.png

For reference, compared to 2024, our email distribution volume in 2025 increased by 23%,
yet we were able to reduce the unsubscribe rate to 70% of the previous year's level.
By increasing the number of leads with whom the marketing department can communicate via email,
we can create a virtuous cycle where email marketing results become even easier to improve.

In the actual presentation, we provided deeper insights, such as how to perform segmented distribution that yields results.
If you are interested in segmented distribution using the corporate attribute data provided by uSonar, please feel free to contact us.

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About the Author

uSonar Editorial Department

MX Group, Editor-in-Chief

We are the uSonar Editorial Department.
We provide information on data utilization and digital technologies useful for companies primarily engaged in B2B business to consider the future of their operations.