If you’ve seen the Godfather movies, then you know the saying “It’s just business – nothing personal.”

But it might be best to take this phrase with a grain of salt because the truth is, in fact, the opposite.

“Business is always personal. It’s the most personal thing in the world.”

– Michael Scott, The Office

Why is that? Well, right now we’re in the age of personalization, where just about anything is tailored for every individual.

It’s one of the reasons why mass marketing tactics like billboards and TV ads are losing effectiveness in today’s world consumed by social media.

And it’s why email marketing – that is, personalized email marketing – remains one of the most effective ways to connect with customers.

In fact, statistics show that email is the main source of new leads for marketers in the B2B sector – even outperforming social media by up to 40x.

However, you can harness the power of email marketing if you know its hidden rules.

Unlike social media, email as a channel is a lot more private.

And personalizing your email marketing campaigns will take a lot more than using the recipient’s first name. (It’s a good first step, though).

For a full list of dos and don’ts for email marketing, check out this infographic by PureB2B.

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