Atri Chatterjee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

"Up to 94 percent of leads turned over to sales are raw, unfiltered ... and never followed-up by sales," says Dan McDade, president of Point Clear, a Norcross, Ca.-based lead generation company. "Fewer sales reps make quota today than in 2006. Despite articles to the contrary—buyers want to be sold—and aren't."

Email is a powerful marketing tool. That said, the full benefits of email marketing are only truly realized when it's used as part of an overall marketing strategy, as opposed to a vehicle for one-off messages. Like anything powerful, email can be used for both good and … spammy ("evil" seems a mite harsh) campaigns. Make the most of your email marketing campaigns by making sure you avoid common mistakes.

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