SUMMARY: An otherwise brilliant email marketing campaign will fail if its emails are caught in spam filters. Deliverability is particularly challenging for B2B marketers. That's because they typically send emails to many different corporate domains, instead of many emails to one provider, such as Gmail or other freemail domains.
Tom Sather, Senior Director of Email Research, Return Path, offers five tactics to help ensure B2B email marketing campaigns safely reach the inbox. The process begins with establishing goals, and includes reputation, content and brand management.