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B2B Email Marketing and ‘Greymail’

B2B email marketing is an integral part of many company’s online marketing strategies, whose coveted email lists are waiting to be nurtured. Recently, Hotmail introduced a new ‘greymail’ filter which directly targets subscription-based newsletters. If you send e-mail blasts that are engaging, have a high read rate and are generally enjoyed by your email list, ‘greymail’ filtering might actually help you.

On the other hand, you could find your email filtered to a ‘greymail’ folder if the recipient hasn’t opened one of your e-mails previously, obviously not finding the content interesting but never bothering to unsubscribe. Hotmail users can now choose to automate message deletion, only keep the most current newsletter in their inbox or have the email filtered to a specific folder automatically.

Just like any content-based marketing strategy, content is king and to avoid any ill effects from ‘greymail’ filtering, all you need to do is deliver relevant and value-filled messages to your subscribers. Don’t blast irrelevant content. Have a clear goal in mind for your message. Make certain your subject lines and email creative effectively answer the recipient’s question “What’s in it for me?” Segment your subscriber base according to their interests, and write clear, engaging copy that addresses those interests.

For more information on B2B marketing, continue reading our blog or feel free to contact KEO Marketing today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.