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HOW TO: Target your email

Congratulations! Your message not only got through, but it was read!

That's great, but what's next? For any B2B company, marketing is about building long-lasting relationships, forging a solid reputation and creating a niche as a trusted partner.

Outflanking your competitors requires you to use email to do more than simply push messages; it has to be the spark that generates a relationship. That's only going to happen if what you're saying is targeted and relevant.