Email may be one of the oldest forms of digital communication, but it’s not going anywhere anytime soon. In fact, it remains a powerful marketing tool, and understanding email deliverability is key to maximizing its effectiveness. According to Spam Resource, understanding deliverability starts with understanding the fundamentals of email infrastructure, i.e. the sender, their email service provider, and the recipient’s email service provider. Building a good reputation with ISPs and ESPs is critical, as is making sure your emails are relevant and engaging for your audience. Spammy content or a high spam complaint rate can land you in the spam folder or blacklist, negatively impacting your email deliverability. By paying attention to deliverability factors like bounce rates, inbox placement, and engagement rates, you can ensure that your messages get where they need to go – and achieve the results you’re looking for.
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Today’s guest post comes from Bob Sybydlo, Marketing Technology and Transformation Strategist for ENVERTAdigital. Bob’s entry into the digital marketing space began through Deliverability as he started working in that field nearly 16 years ago. He has designed strategies for many fortune 500/1000 brands and has been a very active member of the deliverability space, as a speaker, writer, consultant, and strategist. Let’s start here by briefly defining what we are referring to when we say “B2B Deliverability.” Specifically, this term refers to optimizing email delivery, inboxing, and performance in the B2B space — business domains, corporate domain, private domains, etc.. basically, any domain that is not a major provider (such as GMAIL or Microsoft) or a Cable ISP (Comcast, Verizon, AT&T, etc..). Depending on the composition of your email list or who your customer or consumers are, B2B addresses could make up large portions of your audience — it
Guest Post: Understanding Deliverability in the B2B space was originally published on Spam Resource: All Things Deliverability
