To achieve perfect inbox deliverability success rates, both B2B and B2C marketers constantly struggle. Email marketing is never easy. There are a lot of factors that have to be considered each time you craft an email campaign. However, when emailing B2B data it is a little bit trickier, and here’s why.
Every corporate email server is going to be configured differently. This means that some of the email servers could be set up as ‘catch-all’. Then some may have more powerful spam filters than others. Some business email servers are hosted in-house while others might be hosted by ‘Google’. So how exactly does this make things more complicated?
When you are preparing an email campaign for consumers (B2C email) you know the major domains. Your email list will consist of (Yahoo, Gmail, Hotmail, AOL) and because these email addresses are free. You have the ability to create mailboxes at each of these providers, and send a test mail to it. This way you know if your email is making it to the inbox or getting stuck in the spam folder. When you are sending to B2B email IDs, there is no true way to identify that. Monitor your campaign and identify which emails have been opened.
When we do email verifications, we can verify both B2B and B2C email addresses, but what we have found is that in the B2B environment approximately 30% of business domains are set up as a catch-all. Catch-all means that even if the username does not exist at the domain, the email server may still accept your message and place it into a designated mailbox that only the server administrator has access to. When you send to catch-all email accounts you have a higher chance of your message never being opened if it turns out that username is not really registered there.
Additionally, corporate spam filters are very sophisticated and can easily block your message or push it into the recipient’s junk folder which is highly likely not to get checked. Corporate servers are intelligent and they can completely block your sending domain name or IP if you are sending too many messages. You want to make sure you are only sending targeted messages to the right decision makers when you are sending out B2B emails. As a good rule of thumb, you might want to send to 5 or fewer recipients per corporate domain.
Whether you are emailing B2C or B2B – reputation matters. You want to regularly check your IP score. You can keep your IP score in better condition by reducing the number of complaints you get, keeping your data up to date, reducing your hard bounce rate, sending out campaigns consistently and keeping your content relevant to your audience. Always test your messages before you send off your next campaign and always validate your data before sending to improve your data quality.
Get started with email verification.
We would love to have you test us out and see how many invalid email addresses we identify and how many complainers we flag. Give us a call at 1-866-903-9164 or send an email to email@example.com so we can initiate an account setup for you.