Emailing B2B : 18 tips for a good deliverability
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Transcript of Emailing B2B : 18 tips for a good deliverability
EMAILING B2B 18 tips for A good deliverability
Article first published on Webmarketing&com
By Romain Simon
B2B vs B2C There are differences
Emailing without optin is allowed In b2b if the message is coherent with the job of the recipient
at least in France : http://www.cnil.fr/documentation/fiches-pratiques/fiche/article/la-prospection-commerciale-par-courrier-electronique/
Companies often use anti-spam softwares
such as microsoft forefront, Cloudmark or spamassasin
Which makes it even more difficult to deliver your email
Here are 18 tips for optimal b2b emailing deliverability :
Master the sending - Part 1 -
#1 - Check the reputation
of your email server
Some tools :
Mxtools : http://www.mxtoolbox.com/blacklists.aspx
senderscore : https://www.senderscore.org/
Mcafee trustedsource : http://www.trustedsource.org/en/feedback/checking
Cisco senderbase : http://www.senderbase.org/
#2 – send emails from a
Dedicated server
This will allow you to control better your reputation. Shared hosting is a nightmare.
Amazon ses is good & affordable : http://aws.amazon.com/fr/ses/
#3 – sign your sending Emails with spf & dkim
#4 – create distinct records For each usage : prospecting, newsletter…
#5 – set your sending rate
As low as possible Lots of domains have low reception rates
Manage your lists - Part 2 -
#6 – avoid buying or Renting Lists of emails
they have already been used a lot
And you will receive lots of complaints
For a low response rate
#7 – create your own lists by combining inbound Marketing and Tools to help you get prospects from
social networks
Awesome tool to get prospects from social networks:
www.datananas.com
#8 – if you buy or rent lists anyway
Ask them to send themselves
But this has two problems:
How do you know if adresses are good and not just some contact@?
You don’t have a direct access to the stats…
#9 – know the history Of The List You rent or buy
Where did they get the emails from?
Are they optin?
When did they collect them?
How many times the list has been used?
How did they handle complaints?
#10 – keep your Bounce Rate Below 5%.
Get rid of any email that bounced
#11 – watch you emails
abuse@, privacy@ & postmaster@
#12 – segment your base & target the right audience
Be perfect on the content
- Part 3 -
#13 – only send quality content.
B2b filters also look at it…
#14 – the subject line must Be simple & without bullshit
#15 – avoid spammy words Such as « free » « money »
Or « click here ».
Otherwise your spam score will explode
#16 – use a light design
With very few images
Or better
Do not use any image at all Even in your signature
#17 – customize the content.
First name is a must have
But don’t forget to replace custom fields…
#18 – do not use
shortened urls
A lot of url shorteners are blacklisted
Happy sending !
@romainsimon
+romainsimon
www.romainsimon.net
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