How to Improve the Deliverability of Your B2B Email Marketing Campaigns

You’ve invested time, money and resources into developing an incredible B2B email marketing campaign.

With this in mind, you want to get the most out of your efforts. However, when 20% of all commercial emails end up in the spam folder, it can be incredibly difficult to do so.

In addition to this, the click-through-rate for emails is only 32% on average and, in certain industries; this figure can drop even lower. This is concerning as even if your emails are received by subscribers, this doesn’t guarantee that they’ll be seen by the majority of people. By keeping your emails out of spam folders, you can reach more subscribers and, ultimately, give more individuals the opportunity to engage with your content.

When was the last time you checked your spam folder?

If you’ve panned through your spam folder recently, you’re likely in the minority. As it stands, the average office worker receives 121 emails each day. Individuals are already drowning in content and, for many; spending additional time sifting through their spam emails simply isn’t a priority.

This means that even if you’re creating brilliant, value-driven emails, if they aren’t landing in recipient’s inboxes, it’s highly unlikely that you’ll get the results you’re after.

Thus, when developing your mailing list and prior to sending any B2B email marketing campaigns out, it’s important to take reasonable precautions. By doing this, you can reduce the likelihood of your emails being marked as spam and, consequently, make sure they reach subscribers (at the very least).

How Do Emails End up in a Spam Folder?

Generally speaking, your emails will be classified as spam for one of two reasons:

  • They were flagged by a spam filter

Email providers use spam filters, which are designed to identify any emails that appear particularly ‘spammy’ and remove them from the recipient’s inbox. This is an automated response to help subscribers steer clear of harmful spam emails.

  • The recipient marked them as spam

If subscribers decide they no longer want to receive your emails, they may decide to mark them as spam. Typically, this only happens if individuals are particularly fed up with the content you’re sharing (or how frequently you’re sharing it).

If a large number of recipients do this, email providers will likely mark some or all of the emails sent from your address as spam.

Keeping Your Emails out of Spam Folders

Build Your Email List From Scratch

While it may be tempting to take shortcuts, if you’re looking for long-term results, building your email list organically is crucial.

There are, of course, easier and faster options out there, but it’s unlikely that they’ll deliver sustainable outcomes. Beyond this, if your list is built from the ground up, the quality and relevance of recipients will likely be far better than if you cut corners. This translates into greater engagement and, ultimately, more successful B2B email marketing campaigns.

So, what should you stay away from?

  • Renting or purchasing subscribers from a third party;
  • Creating shared lists with partners;
  • Using automated technology to collect email addresses online (this is also known as ‘scraping’ or ‘email harvesting’.

It’s important that, even after adding subscribers, you continue to manage the quality of your list accordingly. Certain recipients may lose interest over time and, consequently, become inactive subscribers. This isn’t uncommon; in fact, it’s estimated that 25% of subscribers become inactive each year. If your list is predominately made up of inactive, disengaged subscribers, this may negatively impact the deliverability of your emails.

Get Your Image to Text Ratio Right

When images are used excessively in B2B email campaigns, this is usually seen as a dead giveaway that the content is spammy.

This is because spam emails are notoriously image-heavy. Thus, if you don’t include enough text, you’ll likely get the attention of spam filters.

So, what’s the best way to overcome this?

When it comes to email best practices, it’s generally accepted that content should be at least 60% text and, at the very most, 40% images.

Striking a balance between images and text is relatively straightforward, but by taking the time to do so; you can drastically improve your campaign’s reach and effectiveness. It all comes back to the concept that, if your emails aren’t reaching subscribers, they’re not even going to have the chance to engage with them.

Interested in Launching a B2B Emailing Marketing Campaign?

For more information or if you have any questions, get in touch with our team of experienced B2B marketing consultants at the Lead Agency.