Any successful B2B marketing strategy "involves the integration of email marketing," Maria Pergolino asserts in a post at the Marketo blog. Whether designed for lead generation or nurturing leads and repeat buyers, carefully crafted email campaigns and messages can still achieve optimal results, she notes.

To help B2B marketers keep email as a vital component of their marketing mix, Pergolino offers seven best-practices that "alleviate common issues and ensure each email will not only reach the targeted recipient, but also compel the reader to open it." Among her recommendations:

Start with a clear objective. "Is it to send out an email newsletter purely for informational purposes?" she asks. "Is it for lead generation or to share information to solve a customer’s problem?" Never send an email without knowing what you want to achieve, and how the message will help you reach that goal.

Choose a "from" name the recipient will recognize. That might be the name of your company rather than a person she has never met. "Having a trusted from name encourages higher open rates," Pergolino notes.

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