B2B email marketing campaigns often fail due to budget limitations and a failure to adopt email marketing best practices. This is a pitfall because email marketing is a form of lead generation and lead nurturing. Improving your email marketing campaigns with the help of consultants like Forrester and marketing automation software from Marketo helps gain the trust of potential clients and will improve your lead management techniques. Email marketers should always link email registration to the company’s home page and provide interactive links and opportunities to opt-out in all emails.
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