While creators hope their audience will open and read their emails, the first step is to ensure emails actually make it into the intended audience’s inbox. The goals of B2C audiences (business to consumer) are not the same as B2B audiences (business to business). By understanding the unique challenges of B2B and B2C subscribers and tailoring the message accordingly, creators can achieve better results in their deliverability strategy.

While we have control over our personal email inboxes, B2B audiences often rely on increased security measures that can block unknown senders or direct emails straight to spam. What is an ESP’s role in deliverability for different audiences, and what kind of control does the sender have in getting these messages successfully delivered? 

In this episode, Alyssa and Melissa discuss how the goals of B2B and B2C audiences differ, how to optimize deliverability to B2B email addresses and tailor your message to their needs, and why transparency with your audience matters. 

Key Takeaways

• [06:02] - How do the goals of B2B and B2C differ? 
• [10:44] - How B2B subscriber bases skew success metrics.
• [12:15] - How to optimize delivery to B2B email addresses.
• [16:06] - Why transparency with your audience matters.

Quotes

[06:31] - “For B2B addresses, the main goal of those usually are for communicating with coworkers and clients and more task-oriented, business-focused. So marketing emails that land in B2B inboxes are typically treated more like spam, even if the person signed up for it.” ~ @alyssa_dulin

[13:25] - “The ESP you use can help with B2B delivery, but it cannot guarantee it. There are some things that are going to be tough no matter which ESP you're using because you might be sending to a mailbox where the person who controls the mailbox does not want any promotional, newsletter, or other type of email to get through. However, using an ESP with really strict compliance will help make sure your sending IP isn't on any major block list and that you're sending from an IP and domain that have a healthy reputation. That's always extremely helpful for any deliverability, but especially B2B deliverability.” ~ @alyssa_dulin

[16:20] - “Be honest with your audience. Have transparency, ask for their help.” ~ @mel_lambert_ 

Links

• ConvertKit Creator Network
• Subscribe to the weekly Deliverability Dispatch Newsletter!
• Subscribe to the monthly Deliverability Defined newsletter!

Connect with our hosts

• Alyssa Dulin
• Melissa Lambert

Stay in touch

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• Spotify
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• Deliverability Defined Website

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