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Sometimes, it seems like everything in the world has turned upside down and few immutable rules are left standing. But that's not so in the world of Business-To-Business (B2B) email marketing as far as the authors is concerned. Nobody cares. No one is sitting at his or her desk anxiously awaiting your B2B email. Email for a person must come from a person. Use a personal address for your email marketing communications. If you're trying to reach an executive audience, it is imperative that the email comes from your CEO or, at the very least, from someone who might be viewed as a peer.
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