Why B2B Brands Face Unique—and Sometimes Self-Inflicted—Email Deliverability Challenges

Email deliverability can be challenging for B2B brands, particularly with corporate email servers and IT departments. However, Google Workspace and Outlook 365 have caused B2B email deliverability to become more like B2C, unifying around seven core email deliverability factors. B2B marketers are more likely to buy email lists, rent lists, have more widely distributed subscriber acquisition practices, and grow their lists at in-person events.

B2B marketers are at risk of high spam complaints, hard bounces, and spam traps when buying or renting email lists. At events, paper forms lead to transcription errors and unclear permission collection. Report download forms and webinar registration forms can contain prechecked opt-in boxes and consent buried in terms of use, leading to high spam complaints. All staff should understand how their actions affect a company's sender reputation.

To maintain inbox placement, B2B marketers should stick to the principles of true list rental, use tablets with opt-in forms at events, and ensure transparency around opt-in practices. Additional resources on email deliverability include what marketers need to know, 10 dos and 7 don'ts, and debunked myths.