When small business marketers (I’m one) are the senders of marketing-oriented email, we love it. Yet when small business marketers (I’m still one) are the recipients of marketing-oriented email, we don’t like it as much. It’s a dilemma. Email is baked into the DNA of how we communicate online. It’s not going away anytime soon. However, if you are going to use email marketing to build a relationship with customers, you need to think like a recipient of your email as much you think like a sender.