06/09/2023
B2B email marketing services have become an essential tool for businesses to reach their target audience and generate leads. However, one of the biggest challenges faced by B2B marketers is ensuring that their emails are delivered successfully to the recipient's inbox. In this article, we will explore the various challenges of email deliverability in B2B email marketing services and discuss strategies to overcome them.
1. Spam Filters
Spam filters are designed to protect users from unwanted and potentially harmful emails. However, they can sometimes mistakenly classify legitimate B2B marketing emails as spam and send them to the recipient's spam folder. This can significantly impact the effectiveness of email marketing campaigns as the emails may go unnoticed by the recipients.
To overcome this challenge, B2B marketers should follow best practices for email deliverability:
- Use a reputable email service provider that has a good reputation with ISPs.
- Ensure that the email content is relevant and personalized to the recipient.
- Avoid using spam trigger words and phrases in the subject line and body of the email.
- Include a clear opt-out option for recipients who no longer wish to receive emails.
- Regularly monitor email deliverability metrics and make necessary adjustments to improve deliverability.
2. Email Authentication
Email authentication is an important aspect of email deliverability. It involves verifying the authenticity of the sender's domain to prevent email spoofing and phishing attempts. Without proper authentication, emails may be rejected or marked as spam by ISPs.
There are several authentication protocols that B2B marketers should implement:
- Sender Policy Framework (SPF): SPF allows the sender to specify which IP addresses are authorized to send emails on behalf of their domain. This helps prevent unauthorized senders from impersonating the domain.
- DomainKeys Identified Mail (DKIM): DKIM uses encryption to verify that the email has not been tampered with during transit. It adds a digital signature to the email headers, which can be verified by the recipient's mail server.
- Domain-based Message Authentication, Reporting, and Conformance (DMARC): DMARC builds on SPF and DKIM to provide additional protection against email spoofing. It allows senders to specify how ISPs should handle emails that fail authentication checks.
3. Data Quality
Poor data quality can negatively impact email deliverability. Outdated or incorrect email addresses can result in bounces and spam complaints, which can damage the sender's reputation with ISPs.
B2B marketers should prioritize data quality by:
- Implementing a double opt-in process to ensure that email addresses are valid and belong to the intended recipient.
- Regularly cleaning and updating their email lists to remove invalid or inactive email addresses.
- Segmenting their email lists based on factors such as industry, job title, and engagement history to send targeted and relevant emails.
- Providing a clear and easy way for recipients to update their email preferences or unsubscribe from the mailing list.
4. Sender Reputation
The sender's reputation plays a crucial role in email deliverability. ISPs use sender reputation as a measure of trustworthiness to determine whether to deliver emails to the inbox or mark them as spam.
B2B marketers can build and maintain a good sender reputation by:
- Sending emails from a consistent and recognizable email address.
- Monitoring and addressing spam complaints promptly.
- Avoiding sending emails to inactive or unengaged email addresses.
- Regularly reviewing and optimizing email content and design to improve engagement.
- Using a dedicated IP address for email marketing campaigns to maintain control over sender reputation.
Conclusion
While email deliverability can be challenging in B2B email marketing services, implementing the right strategies and best practices can significantly improve the chances of successful email delivery. By understanding the challenges and taking proactive measures to overcome them, B2B marketers can maximize the effectiveness of their email marketing campaigns and drive better results.
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