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How do you avoid spam filters and improve your B2B email deliverability?

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Email marketing is a powerful tool for B2B marketers, but it can also be challenging to reach your target audience and avoid the dreaded spam folder. Spam filters are constantly evolving and becoming more sophisticated, so you need to follow some best practices to ensure your emails get delivered and opened. In this article, we'll share six tips to help you improve your B2B email deliverability and avoid spam filters.

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Jonathan T. Reese

Strategic Marketing Executive | Healthcare Tech, and FinTech | B2B & B2B2C SaaS, | Demand Gen, Product Marketing, ABM,…

1 Know your audience

The first step to improve your email deliverability is to know your audience and segment them accordingly. You want to send relevant, personalized, and valuable messages to each segment, based on their needs, interests, and stage in the buyer's journey. This will help you increase your open rates, click-through rates, and engagement, as well as reduce your bounce rates, unsubscribe rates, and spam complaints. Use a CRM or an email marketing platform to manage your contacts and segments, and update them regularly.

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2 Optimize your subject lines

Your subject line is the first thing your recipients see, and it can make or break your email campaign. You want to write catchy, clear, and concise subject lines that spark curiosity and convey value. Avoid using spammy words or phrases, such as "free", "guaranteed", "urgent", or "last chance", as they can trigger spam filters or turn off your readers. Also, avoid using all caps, excessive punctuation, or misleading claims, as they can damage your credibility and reputation. Test different subject lines and see what works best for your audience.

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D. B. Wienke

Optimizes LinkedIn Profiles with Keywords to be Found Easily. Teaches LinkedIn Productive Activity. Executive Résumés to Help Transitioning Executives Find Career Options. Love to Travel
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For me, it is a benefit statement contained in the headline to encourage the opening of the email. I avoid stale headlines like "Five Ways to..." and instead will use "The Seismic Change in..."

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3 Follow the CAN-SPAM Act

The CAN-SPAM Act is a federal law that regulates commercial email messages in the US. It requires you to use a valid sender name and email address, a clear and accurate subject line, a physical address and an unsubscribe link in every email, and to honor opt-out requests promptly. Additionally, you must monitor your email activity and compliance. Failure to comply with the CAN-SPAM Act can result in hefty fines and penalties, as well as damage your reputation and deliverability.

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4 Keep your content clean and engaging

The content of your email is the core of your message, and should be relevant, informative, and engaging to provide value to your recipients and persuade them to take action. To make it clean and engaging, use a clear and simple language that matches your tone and brand voice, short paragraphs, bullet points, and subheadings to break up the text. Additionally, use images, videos, or other media to enhance your message and appeal to different learning styles. Include a clear and compelling call to action that tells your recipients what to do next. Be aware of using too many links, attachments, or embedded forms as they can increase the size of your email and trigger spam filters.

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Jonathan T. Reese

Strategic Marketing Executive | Healthcare Tech, and FinTech | B2B & B2B2C SaaS, | Demand Gen, Product Marketing, ABM, and VOC Advocate
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People hate to read and do math so avoid these in email (and other) content. Write content that simplifies your complex message quickly. "If you can't explain it simply, you don't understand it well enough". - Einstein. Marketing's job is to convey complexity in a way that everyone can understand. Revise, revise, revise until a non-employee gets the message immediately.

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5 Test your emails before sending

Before you hit the send button, you should test your emails to make sure they look good and work well on different devices, browsers, and email clients. You can use tools like Litmus or Email on Acid to check how your emails render and perform on various platforms, and identify any issues or errors that might affect your deliverability. You can also test your emails for spam score, using tools like Mail Tester or GlockApps, and see if there are any elements that might trigger spam filters or lower your reputation.

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6 Monitor your email metrics and feedback

To improve your email deliverability, monitor your email metrics and feedback, and use them to optimize your email strategy. Track and analyze delivery rate, open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and spam complaint rate. These metrics can help you measure the effectiveness of your campaigns and identify any areas of improvement or opportunity. Additionally, collect and respond to any feedback from recipients like surveys, reviews, or comments to enhance your email content, design, and value proposition.

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How do you avoid spam filters and improve your B2B email deliverability?

1

2

3

4

5

6

1 Know your audience

2 Optimize your subject lines

3 Follow the CAN-SPAM Act

4 Keep your content clean and engaging

5 Test your emails before sending

6 Monitor your email metrics and feedback

B2B Marketing Strategy

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How do you avoid spam filters and improve your B2B email deliverability?

1

2

3

4

5

6

1 Know your audience

2 Optimize your subject lines

3 Follow the CAN-SPAM Act

4 Keep your content clean and engaging

5 Test your emails before sending

6 Monitor your email metrics and feedback

B2B Marketing Strategy

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