• Posted On Friday, January 19, 2018


    Just because you send a business-to-business (B2B) marketing email doesn't necessarily mean it will reach the intended recipient's inbox. It's not uncommon for emails to land in the spam folder or be blocked by the recipient's internet service provider (ISP). While useful for protecting against spam, these safeguards often flag legitimate emails, preventing them from reaching the intended recipient. So, what steps can you take to improve your email deliverability rate?

    Include Link for Opt Out

    You can improve the deliverability of your B2B marketing emails by including an opt out link somewhere in your message. This link allows recipients to stop receiving messages from the sender. Omitting an opt out link in your B2B marketing emails increases the risk of them being flagged as spam, which would otherwise lower your deliverability rate.

    Check Your Sender Score

    When was the last time you checked your Sender Score? Many B2B marketers rarely, if ever, check this information. In fact, some have never even heard of it. Sender Score is a metric of an email sender's legitimacy. If a substantial number of your emails are marked as spam, you'll have a low Sender Score. And if your Sender Score gets too low, ISPs will block them from being delivered. Visit https://www.senderscore.org/ to check your Sender Score.

    Use an Opt-In List

    An opt-in list simply means the recipient has given his or her permission to receive emails from a business. Rather than simply taking a user's email address and sending him or her marketing messages, you should harvest addresses by using an opt-in list. This permission-based form of marketing yields a stronger response while also ensuring a higher percentage of your emails land in the intended recipients' inbox.

    Avoid Spammy Subject Lines

    Many ISPs and email service providers have systems in place to automatically filter emails containing spammy subject lines. Using words in all capital letters with multiple exclamation marks, for example, will likely result in your emails being flagged. Keep your subject lines concise and relevant to the message you are trying to convey to achieve a higher deliverability rate.

    Send High-Quality Emails

    Perhaps the most important tip to improve email deliverability is to focus on creating quality, useful emails. If your emails are nothing more than advertisements, some of them will inevitably be marked as spam. Think about your target audience and what they are interested in reading. With this information in hand, you can create high-quality emails that reach the intended recipients' inbox.

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