Event staff probably don’t realize that poorly written

Event staff probably don’t realize that poorly written email addresses get bad responses and damage email deliverability; similarly, salespeople probably don’t realize that they damage their company’s domain reputation when they run their own virtual marketing program. The biggest challenge in B2B email delivery is getting all marketers, vendors, event staff and others to understand how their tactics and actions affect the company’s sender’s reputation. Lack of transparency about opt-out practices can also lead people to provide a second email address that they don’t check often, or worse, a temporary or hidden email address that is deleted after a while. Email content: instead of worrying about word choice, punctuation and image to text ratio in your emails, make sure your email code is safe, clean and does not contain links to sites with bad reputations. But as Google Workspace and Outlook 365 get seriously entrenched in the business email market, B2B email deliverability is starting to look more like B2C brand deliverability. Just because someone has visited your booth, scanned a badge and handed over a business card doesn’t mean they agree to receive your promotional emails, says Crystal Foster, director of list growth and demand generation at Oracle Marketing Consulting. Sometimes sales members set up their own account with an e-mail provider so they can track customer engagement on their own, no matter what the company does. This is especially true for B2B brands, which traditionally face the unpredictable behavior of corporate email servers and the IT managers who run them when filtering spam. For example, sometimes vendors add the email address of a person they are connected with on LinkedIn and make the mistake of asking permission to contact the person through that channel in order to contact them by email. Quotas for collecting email addresses can make the process even more risky and increase the number of complaints and rejections. I put the word “rent” in quotes because many list sellers have changed their name to list renters: they know that selling email addresses is frowned upon by many. Volume: the larger your email volume and the more irregular your sending behavior, the more scrutinized you will be by mailbox providers. With these factors in mind, let’s talk about the unique behaviors of B2B brands whose emails are more likely to be blocked or end up in the junk folder, which can be costly when you consider the missed opportunities and costs to restore deliverability.