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Six Ways to Ensure Your B2B E-mail Marketing Campaign Doesn’t End up as Spam

B2B marketers have a unique disadvantage when it comes to designing an e-mail marketing campaign. The main issue with B2C email campaigns is not only the volume of e-mail they might be sending, but the majority of that e-mail is going to a freemail provider such as Gmail, Hotmail or Yahoo Mail, which typically deliver email newsletters directly to the user’s inbox. However, with B2B email marketing campaigns, the volume of email is typically lower than B2C but the number of different domain and email systems involved in a B2B email campaign is much higher since many of the emails are being delivered to paid and corporate email accounts.

In Return Path’s, “The Global Email Deliverability Benchmark Report,” found that at least 11% of B2B email is classified as spam and never delivered to the intended recipient. When a campaign doesn’t perform well, instead of jumping to blaming the content development team or layout of the email newsletter, take a look at the technical performance and invest in deliverability monitoring tools with insights to B2B filters. Then, consider these six tips:

  1. Analyze your email path. E-mails go through several filters before they arrive in the recipient’s inbox (or spam folder). Understand and know the filters your emails are travelling through to reach the intended recipient.
  2. Measure your reputation. Sender reputation includes factors such as: complaints, data, number of bounces, content, frequency, relevancy, infrastructure the mail is sent from and authentication.
  3. Use domain distribution reports. Compare the open rate and CTR for your entire list of top domains to get an average. For any domains that fall below the average, take a look at deliverability issues and roll back your throttling rate and reach out to system admins to help resolve the issue.
  4. Test your e-mail content. This includes subject lines, keywords and links within the content to determine if any of these elements are being blocked, flagged or filtered. Often, third party links within an email can be flagged or using a URL shortener can get e-mails blocked as spam since URL shorteners are often used by spammers and phishers.
  5. Shared and dedicated IPs. Know what IP address your emails are coming from. If it’s a shared IP address and it’s banned due to someone else sending out spam emails or for a variety of other reasons, your e-mails, as safe and relevant as they may be, will be banned too. Using a dedicated IP address can resolve this issue.
  6. As a last resort, contact the pros. Services such as Brightmail or Barracuda offer mediation services to resolve and issue with an IP address being blocked. Contact them and start the mediation process if none of the above tips resolve your issue

For additional information on starting or optimization your own B2B email marketing campaign, 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.