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....