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Back in October,Googleand Yahoo unveiled a pivotal update to their bulk sender guidelines.
Specifically, they defined a spam complaint threshold of 0.3%.
They likely have low existing complaint rates and can more easily and safely expand their outbound efforts.
And it turned out that we were right.
Our findings showed that complaint rates were well beyond the 0.3% threshold laid out by Google and Yahoo.
In fact, it wasnt even close!
B2B software companies andsalesand marketing companies tend to do a lot of outbound.
Healthcare and Pharmaceuticals on the other hand are beholden to pretty strict laws and regulations around communication.
For businesses that rely heavily on outbound emails for lead generation and sales, this is a significant hurdle.
Meeting the new sub-0.3% threshold appears daunting, if not impossible.
Increase the volume of non-spammy, transactional emails such as order confirmations, tracking updates, or purchase follow-ups.
These are less likely to be flagged as spam and can balance out your overall email metrics.
Tools forwebsitevisitor identification can be invaluable here.
Utilize intent-based email lists: In some instances, there is no getting around cold emails.
The more you know about what your audience is interested in, the more personalized messaging you might create.
For B2B companies, adapting to these new guidelines is crucial.
While outbound isnt gone, it is more challenging.
These new guidelines will force B2B marketers to evolve their outbound strategies and build better campaigns.
For users this means less spam and more relevant emails.
For marketing and sales teams, this should mean better targeting, more personalization, and less laziness.
Improved sales to lead time.
For B2B teams, the answer is simple…dont be a spammer.
We’ve listed the best sales management software.
The views expressed here are those of the author and are not necessarily those of TechRadarPro or Future plc.
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