When it comes to marketing automation, avoid having your message read as spam by including information such as the name of your business and your previous business relationship with the recipient, Brian Whalley writes. Marketing automation messages are also more successful when they are targeted based on information about your leads, he writes. "Make sure that as you develop e-mails, you incorporate the intelligence that you have available. There's no sense in collecting all of that great information if you aren't going to be using it," he writes.
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