Should B-to-B Marketers Ignore Personal Email Addresses?

In B-to-B marketing, it’s conventional wisdom that contacts with personal email addresses (e.g., Gmail, Hotmail, Yahoo Mail) are somehow less valuable than those with corporate email addresses. To bust this myth, we looked at our own database and evaluated basic metrics such as email opens, website visits, form submissions and creation of leads to see if there were differences in relative engagement between the two groups. What we found was quite surprising.

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