Summary
Improving B2B email deliverability and avoiding spam folders during customer nurturing requires a holistic approach encompassing technical configurations, list management, content strategy, and ongoing monitoring. Central to success are obtaining explicit opt-in from recipients, meticulously maintaining list hygiene, and segmenting audiences for tailored content. Technical measures include implementing and regularly reviewing email authentication protocols (SPF, DKIM, DMARC), warming up new IP addresses gradually, and actively monitoring sender reputation via tools like Google Postmaster Tools. Content must be engaging and avoid spam trigger words. Finally, establishing feedback loops with ISPs and providing preference centers empower recipients, increasing engagement and reducing spam complaints.
Key findings
- Opt-in & List Hygiene: Gaining explicit opt-in and regularly cleaning your email list are foundational for good deliverability. Avoid purchased lists at all costs.
- Authentication is Essential: Proper email authentication (SPF, DKIM, DMARC) is vital for verifying your identity and improving deliverability. Consistent monitoring and updates are needed.
- Engagement Matters: High recipient engagement positively influences filtering decisions. Low engagement signals can hurt your sender reputation.
- Content Relevance: Segmenting audiences and tailoring content to their specific interests enhances engagement and reduces spam complaints.
- Sender Reputation: Maintaining a strong sender reputation by avoiding spam traps, using a dedicated IP (if applicable), and adhering to email best practices is critical.
- Monitoring is Key: Using Google Postmaster Tools and monitoring engagement metrics enables you to identify and address deliverability issues promptly.
- Feedback Loops: Subscribing to feedback loops with ISPs provides valuable insights into spam complaints and deliverability problems.
Key considerations
- Transactional vs. Nurturing: Carefully differentiate between transactional and nurturing emails. Ensure that transactional emails truly are transactional in nature.
- New IP Warm-up: If using a new IP address, warm it up gradually to establish a positive sending reputation. Avoid sending large volumes of emails immediately.
- Preference Centers: Offer preference centers to allow users to control the types and frequency of emails they receive. This reduces unsubscribes and increases engagement.
- Spam Trigger Words: Avoid using spam trigger words in subject lines and body content. Use natural language and focus on providing value.
- Content Quality & Relevance: Create high-quality, relevant content that provides value to your subscribers. Avoid sending generic or irrelevant emails.
- List Hygiene Practices: Implement rigorous list hygiene practices, including removing inactive subscribers, honoring unsubscribes promptly, and avoiding purchased lists.
- Legal and Policy Compliance: Always adhere to relevant email marketing laws and regulations, such as GDPR and CAN-SPAM. Review anti-spam policies to ensure compliance.
What email marketers say
13 marketer opinions
Improving B2B email deliverability and avoiding spam folders when nurturing customers involves a multi-faceted approach. Key aspects include ensuring recipients have opted-in, maintaining a clean and segmented email list, using proper email authentication (SPF, DKIM, DMARC), and avoiding spam trigger words. Monitoring engagement metrics, warming up new IP addresses, and utilizing feedback loops are also crucial. Furthermore, the distinction between transactional and nurturing emails should be carefully considered, and preference centers should be implemented to allow users to control the types of emails they receive.
Key opinions
- Opt-in & List Hygiene: Ensuring recipients have opted-in and regularly cleaning the email list are fundamental for maintaining good deliverability.
- Email Authentication: Proper email authentication (SPF, DKIM, DMARC) is essential for verifying your identity and improving deliverability.
- Engagement Matters: Recipient engagement is a key factor in filtering decisions; engaging content leads to better deliverability.
- Segmented Content: Segmenting your audience and tailoring content improves engagement and reduces spam complaints.
- Sender Reputation: Maintaining a good sender reputation through consistent IP usage and avoiding purchased lists is critical.
- Feedback Loops: Using feedback loops from ISPs allows to identify spam issues quicker.
Key considerations
- Transactional vs. Nurturing: Carefully differentiate between transactional and nurturing emails to avoid being flagged as spam.
- IP Warm-up: If using a new IP address, gradually warm it up to establish a positive sending reputation.
- Preference Centers: Implement preference centers to allow users to control the types and frequency of emails they receive.
- Spam Trigger Words: Avoid using spam trigger words in subject lines and body content.
- List Acquisition: Implement double opt-in to ensure high-quality subscribers.
- Monitor Analytics: Track analytics and engagement metrics to understand how campaigns are performing and where issues can be identified.
Marketer view
Marketer from Email Geeks asks if people are opting in to receive the mail, stating that a long phone call and potentially a consultant might be needed if they are not.
13 Oct 2021 - Email Geeks
Marketer view
Email marketer from Neil Patel's Blog explains that maintaining a good sender reputation is critical. This involves using a consistent sending IP address, authenticating your emails with SPF, DKIM, and DMARC, and avoiding sending to purchased lists.
23 Dec 2021 - Neil Patel's Blog
What the experts say
4 expert opinions
Improving B2B email deliverability and avoiding spam folders, according to experts at Spam Resource and Word to the Wise, hinges on several core elements. Maintaining a strong sender reputation, avoiding spam traps through clean and permission-based lists, and implementing proper email authentication (SPF, DKIM, DMARC) are crucial technical aspects. Equally important is focusing on recipient engagement by sending engaging content and ensuring proper list acquisition and hygiene practices.
Key opinions
- Sender Reputation is Key: A good sender reputation is essential for deliverability; hitting spam traps negatively impacts this.
- Authentication is Mandatory: Proper email authentication (SPF, DKIM, DMARC) is required to verify your identity and improve deliverability.
- Engagement Influences Filtering: Recipient engagement significantly affects filtering decisions; engaging content improves deliverability.
- List Quality Matters: Proper list acquisition and regular list hygiene are critical for avoiding spam folders.
Key considerations
- List Source: Never purchase email lists; always use permission-based acquisition methods.
- Content Quality: Focus on creating engaging and valuable content that recipients want to receive.
- Regular List Cleaning: Implement a regular process for cleaning your email list and removing inactive or unengaged subscribers.
- Technical Setup: Ensure that SPF, DKIM, and DMARC records are correctly configured for your sending domains.
Expert view
Expert from Word to the Wise explains that recipient engagement heavily influences filtering decisions. Sending engaging content that recipients want to receive is critical for maintaining good deliverability. Low engagement can lead to emails being filtered as spam.
16 May 2024 - Word to the Wise
Expert view
Expert from Word to the Wise emphasizes that proper list acquisition practices and regular list hygiene are critical for maintaining good deliverability. Avoid purchasing lists and ensure your list is clean and up-to-date.
28 May 2022 - Word to the Wise
What the documentation says
4 technical articles
Improving B2B email deliverability and avoiding spam folders, according to documentation from Google, Microsoft, RFC, and DMARC.org, relies heavily on technical configurations and monitoring. Key aspects include utilizing Google Postmaster Tools to track sending reputation and spam rates (specifically for Gmail), following email authentication best practices (SPF, DKIM, DMARC) to protect against spoofing, ensuring SPF records are properly configured to authorize sending IP addresses, and implementing a DMARC policy to manage emails that fail authentication.
Key findings
- Monitoring is crucial: Google Postmaster Tools are vital for identifying and addressing deliverability issues specific to Gmail users.
- Authentication is Key: Email authentication (SPF, DKIM, DMARC) is essential to avoid spam filters and protect your domain.
- SPF Configuration: Properly configured SPF records authorize sending IP addresses and prevent spoofing.
- DMARC Policy: Implementing a DMARC policy directs receiving mail servers on how to handle emails that fail authentication.
Key considerations
- Google Postmaster Tools: Regularly monitor Google Postmaster Tools to identify and resolve deliverability issues with Gmail.
- Email Authentication: Ensure SPF, DKIM, and DMARC records are correctly configured for all sending domains.
- SPF Records: Keep SPF records up-to-date with all authorized sending IP addresses.
- DMARC Enforcement: Implement a DMARC policy to protect your domain from spoofing and improve deliverability over the long term.
Technical article
Documentation from Google Postmaster Tools explains that using Google Postmaster Tools to monitor your sending reputation, spam rates, and other key metrics is vital for identifying and addressing deliverability issues specific to Gmail users.
22 May 2025 - Google Postmaster Tools
Technical article
Documentation from DMARC.org shares that implementing a DMARC policy tells receiving mail servers what to do with emails that fail SPF and DKIM checks, such as quarantining or rejecting them. This protects your domain from spoofing and improves deliverability.
4 Feb 2023 - DMARC.org
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