Gillian Ahouanvoheke

Even with all of the new marketing technologies and tactics available, email remains a critical device in marketing's never-ending quest to supply sales with the best possible leads. The channel provides scale, enabling companies to engage with thousands of individuals, all who may be at very different stages of the buying cycle, while keeping costs low. But the way to make your email powerful through every phase of the buying cycle isn't to just make sure it's used as a response at the time the lead comes in. Make sure your campaigns are targeted to how and why the lead comes in as well, using email strategically throughout the buyer's journey to nurture the prospects until they grow into full-fledged customers. Here are five ways to harness that potential.

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