This week, we have been talking about email marketing. We started it out by telling you your open rates don't matter as much as you might think. Email marketing is a big deal. It's been a big deal in B2B for a long time. But there's a confidence gap between B2B marketers that know they need to be using email marketing and those who are confident that their efforts pay off. 

Email has gotten a bad rap. As B2B marketers, our relationship with email is a rocky one. One year, email is declared dead, the next year it's alive and well. It can be tough to decipher the trends and facts with all these wild predictions floating around. 

I get it. B2B marketers spend goo-gobs on making sure each email they send has a certain level of design best practices, attention-grabbing copy, user-friendly CTAs, and a subject line that will, hopefully, knock the socks off of each member of that painstakingly cultivated or costly rented list. It's hard out there for you. The struggle is real.