Best Practice Toolkits
Email marketing can be a powerful marketing tool. After all, it¹s the only medium that enables marketers to deliver the right message to the right person at the right time. But B2B email marketing has its limits in its current state. Abuses like spam, phishing attempts, and other security challenges have made it more difficult for legitimate senders to cut through the noise and deliver relevant messages to their targeted audiences.
An ongoing battle for email marketers to avoid being classed as spam, successful email deliverability depends on a combination of email deliverability best practices (list management), email authentication, and reputation. However, the rules are constantly changing.
One of the best ways to achieve higher levels of email deliverability is to create email campaigns that are relevant to the audience that receives them. At one time marketers simply emailed all of their contacts every single campaign they created. This is called "batch and blast" (marketers would collect or "batch" all of their email contacts and "blast" them with a campaign). Batch and blast tactics can lead to mass unsubscribe rates and lower overall email deliverability.
Advanced marketers have embraced the idea of "Digital Body Language". By closely measuring the online activities of customers and prospects they can predict which contacts will view specific offers more favorably. Reading the digital body language of customers and prosepcts to understand their preferences can help marketers deliver more relevant content and offers. Moving from "batch and blast" techniques toward more finely tuned campaigns can have a powerful impact on email deliverability.
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Judging by the many conversations I’ve had over the years, there’s serious concern about the lack of real transparency in certain industries and its effect on email deliverability. Take this email I received from a client, Cindy Lukacevic of Dinovite:
My friend Morgan Stewart has said it all publicly that either a few of us have thought to ourselves at one time or another or have said out-loud in a secret behind closed door email coalition session. "Why do Email feedback mechanisms ONLY focus on the negative and not ever the positive"?