Even though email marketing is well past its infancy, many marketers routinely go against best practices by sending emails from a no-reply address. When your company sends email from firstname.lastname@example.org, it's an indicator to your recipient that you're creating a one-way communication and that you don't want to hear from them.
With the rise in social media, B2B marketers need to rethink how they use email marketing. Email marketing has largely been either a passive experience, like sending newsletters, or one of driving conversions. But rarely has its goal been driving conversation. To be effective, email will need to evolve. It must engage readers and encourage [...]