Nimble goes Marketing

The news

On April 3, 2025, Nimble introduced e-mail marketing capabilities including a template editor to power scalable campaigns and outreach. This new capability empowers businesses to send unlimited, HTML-powered, and trackable emails, enabling large-scale outreach. This can be used e.g., for newsletters, webinars, product announcements, seasonal promotions, and more — all from within the Nimble platform. According to the press release, Nimble Email Marketing allows users to send unlimited e-mails and to create campaigns using a drg-and-drop editor or pre-delivered templates. Jon Ferrara, founder and CEO of Nimble says that “With Nimble Email Marketing, our customers can now scale their outreach and strengthen relationships like never before.”

The e-mail marketing tool leverages existing features like group messaging and sequences. This enables teams to manage outreach, nurturing of leads and deepen relationships.  With the combination of these capabilities, Nimble offers the ability to send one-off e-mails to larger audiences as well as to automate a multi-step outreach.

Nimble’s e-mail marketing capabilities including the template editor are available as an add-on for Nimble users for the price of $15 per company per month. For this, each user gets an allocation of 1,000 e-mails per month with the option to purchase additional packages as required.

The bigger picture

There is a lot of scope for full-fledged CRM solutions targeting smaller businesses. Many of the existing solutions correlate smaller companies with lower complexity of requirements. Most of these solutions also cover only a part of the CRM processes, be it marketing, sales, or service, sometimes even being more niche, focusing on engagement only.

Although pronounced dead multiple times, e-mail is still one of the dominant communication channels, According to statista, there are around 240 million e-mails sent every minute at the end of 2023 by around 4.4 billion e-mail users with a projection of almost 5 billion e-mail users in 2027. For comparison, statista estimates about 3.5 billion messenger usersin 2025.

Having said that, conversational interactions become more and more important. I attribute the growth of e-mail partly to it being used “messenger-style”. 

With this goes along the other trend, which is increased automation, which is important not only for bigger companies but probably even more so for smaller ones that do not have the scale for manual work. Although this trend these days is highly connected to AI and AI agents, 

My point of view and analysis

Nimble goes marketing. 

For the longest time, Nimble focused on personal social outreach to facilitate relationship building and sales. A while ago, sequences and workflows got added to the mix, helping organizing work better. 

However, the personal outreach of a salesperson, important and powerful as it is, has a significant challenge: scalability. Therefore, it is a very important step for Nimble to add scalable marketing and inbound capabilities. 

Combining the new e-mail marketing feature with the existing sequences and workflows offers a very powerful package. It allows for the creation of multi-step campaigns and the triggering of a variety of internal actions based upon customer’s reactions to these campaigns. Combined with actually useful pre-delivered templates for e-mails, webforms, sequences and workflows, this helps users hit the ground running.

Still, the main challenge that I see is that this combination of powerful tools, sequences and workflows, can appear overwhelming to users. A business process potentially consists of a combination of all four elements: e-mail templates, web forms, workflows and sequences. Getting this right requires some thinking and planning beforehand although the tools invite to “just do it”. They are deceivingly simple. Nimble addresses this to some extent by offering very regular webinars, tutorial videos, documentation, even sessions with the team. However, I see some further scope here to keep things nimble for the users. One possibility could be an ability to create a process based upon prompts. After all, we are living in the age of generative AI and Nimble is built on the Azure stack that offers the tools necessary for it. A simpler possibility would be to offer pre-built business processes as templates.  

Pricing stays competitive with a company-wide, as opposed to seat-based, pricing for the e-mail marketing add-on that comes with a quota of 1,000 mails per user and month. If there is a need for more e-mails, then there is the option for a pay-as-you-go option for buying additional e-mail packages. This offers a blend of fixed price and consumption-based pricing with what I’d call speed bumps that gives an extent of budget control by making purchases a conscious act. 

With the e-mail marketing feature, Nimble makes a foray into the world of marketing, thus getting closer to what “CRM” means. Doing this, Nimble focuses on the still most important communication channel. Having said that, messengers, chat and voice as a consequence of increased AI muscle, are becoming more important, and fast. This means that Nimble needs to extend its outreach, template, and form capabilities to support these channels soon. This is on the roadmap.

The e-mail marketing feature offers to create the all-important consolidated view on the customer for both, marketing and sales teams. What is more, it also offers the potential of simplifying the tech stack to an extent by removing the need for e-mail outreach tools.

All in all, a thumbs up to Jon Ferrara and the Nimble team for this new capability. While maintaining a focus on SMBs, Nimble grows up and potentially moves upmarket a bit, too.