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HOW TO: Plan your B2B email marketing campaigns

We reveal the importance of planning your B2B email marketing campaigns, and how to do it

So many B2B email marketing campaigns to cold prospects are doomed to failure from the beginning - simply because they are not properly planned or costed. Perhaps because email campaigns are low-cost to implement, many B2B marketers seem to adopt the suck-it-and-see approach, with no clear idea about what they aim to achieve.