Here’s the thing: Regardless of whether you’re trying to nurture potential customers or cultivate loyalty from existing ones, email continues to deliver success for B2B brands. And while your customer’s eyeballs might be elsewhere on their devices throughout the day, their inbox apps command the vast majority of their time on those devices, especially regarding their professional lives.
Unfortunately, B2B marketers are still sending email campaigns like it’s 2001. Those campaigns lack personalization. Those campaigns don’t account for how fragmented their customers’ brains are when dealing with their inboxes. And, in many cases, we seem to have forgotten many of the tried and true best practices necessary to land emails in the inbox.
Let’s fix all that and prepare ourselves and our brands for future success in the inbox.