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Here are some dos and don’ts of mail blasting

Emails can be an effective marketing tool but one size doesn’t fit all and not all mails are read on just desktops, time to hit the refresh button

March 30, 2022 / 12:13 PM IST

In business-to-business (B2B) marketing, emails are critical for generating leads and most marketers allocate sufficient resources for it. According to a recent survey of B2B marketers, over 83 percent plan to increase their digital marketing spend this year and 74 percent confirmed that emails have been most effective in achieving their marketing objectives.

The success of this most critical component of B2B marketing can have the opposite effect if certain obvious and some not-so-obvious mistakes are overlooked. Here are some of those:

1 Emailers that are meant only for desktops

Why do so many marketers believe that their customers will only read emails on their desktops or laptops? Why not on mobile phones or iPads? More than 50 percent of the B2Be executives check their emails on mobile devices as the majority of them are on the move for work.