It’s always an interesting experience when I have to flip thru my spam box making sure I didn’t miss an important email. Besides all the usual seedy stuff, I saw several emails that were from publishers I already know I get stuff from. Newsletters, webinar invites, magazine or trade show bulletins. Nothing that I couldn’t live without, but why didn’t these emails get thru, while others did?
There were a some emails I recognize from previous trips to the spam box. Not v*iagra offers, but legitimate B2B email list stuff. Well, maybe not legitimate because I know that I never subscribed. So I’m happy to let these losers have their stuff go to spam (we use Google Apps for email). I’ll bet its been years like this. You’d think they’d not be so stupid to send multiple emails a week and not improve their deliverability.
After that experience, I jumped on Twitter and saw this tweet by Brian Reilly:
I normally wouldn’t click to the MarketingSherpa article, but I was inspired to learn more, it may help my measly little newsletter. I was struck by this basic fact that separates B2B email:
Deliverability is a complex topic that challenges every marketer using email. However, it is an even greater challenge for B2B marketers.
B2B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more.
Every company has their email filtered and managed differently. Throw on top of that the number of B2B recipients running Outlook with a likely customized spam filter set-up, and you have a HUGE challenge to get your messages thru.
Wow, I found something useful on Twitter. Who’da thunk?
You can follow me on Twitter at @b2btw