Email in the business space is different from email in the consumer space. In the consumer context email is a tool, but it’s a personal tool. In a business context, email is a work tool. These distinct contexts don’t just affect how users interact with email, they affect how the filters and the email providers interact with mail.
Even seasoned email professionals struggle with B2B email deliverability. The reason is that business filters are substantially different from consumer filters. The good news is that by understanding business filters and how they differ from consumer filters in goals and processes, we can improve the deliverability of B2B mail.
In this Send It School course featuring industry Deliverability Expert, Laura Atkins, we’ll explore:
• the differences between business and consumer filters
• what does and does not affect how filters act on email
• metrics and tools to use when monitoring business delivery
• actionable strategies to improve business delivery
Deliverability Expert and Owner of Word to the Wise
Laura has over fifteen years of experience in helping companies mitigate and manage mailing risks, respond to spam complaints, and interact more effectively with ISPs. She works with clients to define email-related goals and to identify and implement policy and procedural changes that further those goals.