Today, more than 25% of the human population has an email address, proving that email remains the core marketing platform available for companies to connect with their non permission-based contacts. Email’s expansive reach gives marketers the ability to communicate with their purchased contacts on a personal level, growing familiarity and brand awareness in 200 words or less. But, although email allows marketers to broadcast their campaign’s messages with ease, companies need to understand the best ways for sending brand communication so that their lead generation campaigns do not end up in the trash.

Here are four surefire ways to help you generate leads from your B2B email campaigns.