Email marketing can get a bad press but it remains an important and valuable tool in B2B. A host of respected sources cite stats like:

• According to Forrester Research (Gauging Your Process and Success, Dec 2013) email marketing was reported as the #1 most-effective tactic for lead nurturing by top-performing B2B marketers (defined as those who reported exceeding annual revenue goals).

• 59 percent of marketers also perceive email to be the most effective channel in generating revenue

By considering the following 5 points you can make sure that your campaign is successful.

Create relevant and personalised email marketing messages

The nature and…