5 Trends in B2B Email Marketing

Marketers are using five trends in B2B email marketing to boost deliverability rates and increase automation.

For years, there's been the expectation that email marketing would eventually go the way of the DVD, AOL, and other tech from the 1990s, especially as millennials and gen Z gravitate toward social, mobile, and other communication platforms. But more than 20 years after the first branded email message hit inboxes, email marketing remains stout as a business-to-business outreach and lead-generation tool.

"Email is the channel for serious communication, which puts it right in the sweet spot for B2B marketing," says Keith Sibson, SVP of product and marketing at PostUp, a provider of enterprise-level email, audience development, and monetization solutions....

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