Email marketing is one of many ways B2B sales people can reach prospects, nurture leads, and increase sales. Similar to social media where anyone can log in and start posting, anyone can send out a virtual newsletter and call it email marketing, but the chances of those campaigns being successful are slim to none.
Email marketing is a profitable communication channel, which is why many businesses will panic when that unsub rate gets just a little too high.
Clients receive hundreds of emails each week and have gotten pretty good at weeding out the bad messages from the good. They’ve developed their own internal “junk mail” filter that helps them spot and delete spammy messages without thinking twice.