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Natalie Nathanson is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

An ongoing trend in email marketing is a greater focus on personalization, coupled with more sophisticated data analytics and segmentation to serve up relevant content to your target audiences.

Empowered by advancing automation and AI, this trend will continue to expand—with more companies experimenting with new email marketing technologies and innovations.

A number of leading marketing automation platforms such as HubSpot are introducing these capabilities into their platforms directly, and there are also a multitude of point-solutions entering the market—all of which are worthy of exploration and experimentation.

With GDPR looming and email providers increasingly implementing passive opt-outs, the size and composition of email lists are likely to change, making personalization and customization paramount. When casting a smaller net, email content and offers need to be all the more relevant and appealing, landing in the inboxes of the right prospects.

In the B2B sector, in particular, marketers must adopt tactics previously more dominant in B2C marketing to support initiatives surrounding client enrichment and retention, engagement and net new business.

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