Using marketing automation software to integrate various databases and improve e-mail effectiveness can meet the priority challenge of business-to-business marketers, writes Magdalena Georgieva. Re-evaluate your opt-in procedures, clean up your lists, and match your messages to their recipients to improve deliverability and retain subscribers. "E-mail cannot be truly as fruitful just by itself; rather, it should also strengthen your other initiatives ..." Georgieva notes.

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