B2B Email: Only As Good As the Inbox It Lands In

16 Jul

Simple Tips for Email Deliverability

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You’ve done the unthinkable: you’ve crafted the perfect marketing email. A stunning design, perfect CTA, and breathtakingly relevant content.

And guess what? None of it matters if it doesn’t land in an inbox. Email deliverability is one of the most important things to keep in mind as you engage with your audience. And yet, it seems like it’s often overlooked. This article from Marketing Profs talks about the importance of email deliverability and a few tips on how to improve it. Here are a few of the best tips from the article:

  • Personalize Your Emails: The more personalized your emails are, the more likely your audience is to engage with it. This will produce a more positive sender reputation with ISPs, who can make or break sender reputations. This should be a “gimme.” In fact, we’ve recently discussed the importance of producing personalized content based both on Buyer Personas (who your audience is) and the Buyer Journey (where they are in their sales journey). But according to this article, even simple customizations like variable first names and region-specific modifications make a big difference. There is even evidence that some users will sacrifice online privacy for personalization—in other words, they’re giving up one of their most precious online commodities simply to guarantee that the emails that land in their inbox are actually relevant to them.
  • Optimize Email for Mobile: Sorry, B2B marketers—this applies to you just as much as anyone else. Mobile open rates are growing for B2C and B2B industries alike, and B2B marketers will need to adapt their email code accordingly. Shockingly, only one-third of content publishers say their emails are mobile-optimized. This is unacceptable; since emails are usually opened once, marketers have one chance to make a first impression, and that means creating a content environment that the audience wants to participate in. So maybe it’s not just about personalizing based on where your audience is in their Buyer Journey—it’s about personalizing based on where they are literally reading the content. Don’t let your email deliverability suffer because you’re not willing to optimize for mobile.

These are just a couple of the tips from the article. For the full list of email deliverability best practices, read it by clicking here.

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