b2b deliverability in a b2c world
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B2B Deliverability in a B2C World
Chris Arrendale (@arrendale) - Inbox Pros
Nancy Harris (@nancydharris) - Salesfusion
Tracy Dodd (@trdodd) - RentPath
Deliverability Audit - Findings
Infrastructure
Bounces
Blocking at key
properties
Content and coding
Reputation
Deliverability Audit - Action Plan
Translate audit findings
into corrective actions
Implement fixes
Ongoing monitoring,
testing and support
Infrastructure
Salesforce Marketing Cloud/
ExactTarget
Missing header
information
Authentication issues
Property to property
From: blocks
Rate limits and connection settings
Bounces and Filtering
Poor email address collection practices
Filtering and blocking by rental property contacts
Block type % of total blocks
Hard bounce 62.80%
Block bounce 19.15%
Technical bounce 9.10%
Soft bounce 5.63%
Unknown bounce 3.31%Jan-April 2014
Infrastructure
Leadmail program moved to it’s own
dedicated IP address
DNS updates for DKIM/SPF
List-header unsubscribe added to header
DMARC established
Bounces and FilteringBlocks at ISPs and corporate filtering removed
Ongoing monitoring established
Updated document for whitelisting to include
all IP addresses and sending domains
Process put in place to call properties to
unblock and add to whitelist
Content
Addressed B2B specific content blocking issues,
including URL blocks
Broken HTML issues remedied
Links for hosted images updated to custom
domain branding
Text versions revised to match HTML
Ongoing content testing established for new
templates deployed
Whitelisting
Concierge Team – Superstar “Julie”
Provide documentation surrounding
whitelisting when signing up properties
Overall B2B Deliverability
96.00%
96.50%
97.00%
97.50%
98.00%
98.50%
99.00%
99.50%
100.00%
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
OVERALL B2B DELIVERY RATE - 2014
Open and Click Rates
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
August September October November December
OPEN AND CLICK RATES - 2014
Open Rate Click Rate
Bounces
0
10000
20000
30000
40000
50000
60000
70000
80000
June July August September October November December
Soft Bounces
Hard Bounces
Total Bounces
B2B Deliverability in a B2C World
Infrastructure
Use sending subdomains, not corporate
domain
Focus on B2B rate limits, limit volume sent to
corporations
Feedback Loops specific to B2B (Rackspace,
OpenSRS, Zoho)
B2B Deliverability in a B2C WorldInfrastructure
Authentication (SPF, DKIM, DMARC)
Set up and monitor abuse@ and
postmaster@ email accounts for your email
sending domain
Include list header unsubscribe
B2B Deliverability in a B2C WorldContent
Keyword filtering can play a big role
Include matching HTML and plain text
versions
Host images locally, not on shared hosting
sites
Don’t use URL shorteners (bit.ly, goo.gl)
Pay attention to your bounce logs for URL
blocks or content blocks
Test, test, test
B2B in a B2C World
List
B2B – frequent job changes create high email
address abandonment
Validation – Accept All
Permission/collection methods
Opt-in checkbox
List Hygiene
Unsubscribe and Preference centers
Thank you!
@arrendale
@nancydharris
@trdodd
Chris ArrendaleCEO & Principal Deliverability Consultant, Inbox Proschris@inboxpros.com
B2B Deliverability in a B2C World
Nancy Harris Sr. Deliverability Manager, Salesfusionnancy.harris@salesfusion.com
Tracy Dodd Director of Performance Marketing, RentPathtdodd@rentpath.com
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