As someone who’s sent more than 4 million B2B Outbound Emails and generated huge volumes of Leads, I want to lose my mind when an entrepreneur or Business Owners tells me they don’t like Email Marketing because they don’t personally read what’s in their Inbox and assume no one else does as well.
It’s sheer insanity.
Email marketing continues to be one of the most effective digital marketing channels, hands down.
Ignoring email is a channel, means you are likely missing out on one of the lowest cost and most productive ways to get new business. That being said, the rules of the game coming into 2025 require a proper understanding of the Email Marketing environment.
The rewards can be huge, and so are the risks, and one factor will separate the winners from the losers: Email Deliverability.
Back in the good old days of Outbound Email, I sent about 1 million emails a year. That’s roughly 5,000 message per day, for a handful of clients at a time. I didn’t worry a lot about things like IP Rotation or Domain Reputation. Sure, from time to time a Google Workspace account might get suspended, but that was usually the worst of it.
Starting in about 2021, the rules of the game changed. Because, Outbound Email worked so well, tons of B2B businesses jumped on the bandwagon, and predictably, that ruined things for everyone. ISP’s and especially major email providers like Google Workspace and Office Mail started cracking down.
Over the next few years, a new approach to Outbound Email developed, which focused on sending smaller volumes per account, backed by critical setup activities Account Warmup and Reputation Management.
In some ways, things have actually improved. Before these changes, a 30% Open Rate was considered good, because it was a volume game. Now, getting Open Rates in the 70% or higher can be regularly achieved, though mismanagement can quickly lead to major setbacks.
Despite the rise of social media and messaging apps, email marketing remains unmatched in terms of ROI, engagement, and personalization. Consider that to reach about 1,000 impressions per week of LinkedIn posts, you need to create and post Unique Content just about every day.
On the other hand, a single, well-crafted and well executed email sequence can reach about 2,500 views per week, and it’s likely your exact Target Audience.
According to recent studies, email marketing generates a return of $42 for every $1 spent, making it one of the most cost-effective channels.
Email provides direct access to your audience’s inbox, allowing for personalized messaging tailored to customer behavior and preferences. Personalization can increase engagement rates by up to 50%.
Let’s face it. No matter what anyone says about email, just about everyone in businesses uses it, every day. The same can’t be said of any other digital channel.
Get a Complimentary Technical & Strategic Review to analyze your current domain reputation, sending results, growth ideas and market opportunities related to Email Marketing.
You will also get a copy of my Single Most Effective Sequence from sending 4 million Cold Emails, which happens to be the same one used by Salesforce to reach their first $100M in ARR.
Book an Intro Call to see if you Qualify.
Email Deliverability measures the success of your emails reaching the intended Inbox. The Reputation of your Domain, and the Quality of your Content will determine whether your Email hits the Inbox and also whether anyone looks at it.
Your sender domain reputation is like a credit score for your email campaigns. Internet Service Providers (ISPs) evaluate this score to determine where your emails land.
Best Practices:
Email service providers monitor IP addresses for spam-like behavior. Sending large volumes from a single IP can trigger spam filters.
Tactics:
Tools that manage email sequences and help you write emails aren’t necessarily Delivering the emails. Your emails are usually being sent via a Google Workspace, an Office Email account, an SMTP provider like Sendgrid or Mailgun, or a bulk sending service like Mailchimp.
What to Consider:
Authentication proves that your emails come from a legitimate source. This builds trust with ISPs and increases inbox placement.
Even technically optimized emails can fail if the content isn’t engaging. Spam filters also analyze content quality.
Content Tips:
Regularly track key email metrics to avoid issues that ISP’s watch for.
A clean email list ensures better engagement and deliverability.
Best Practices:
Adhering to privacy laws is non-negotiable. This builds trust and keeps you compliant with global standards.
Compliance Essentials:
Whether it’s with AI or with more traditional methods, personalization, intent based targeting and data driven sending patterns will all have a big impact in increasing results in 2025 and beyond.
A few other effective innovations I’ve seen are AI based timing, to send email when people are checking them most, AI based target list creation and of course AI email writing.
I’ve seen a pretty large amount of debate on LinkedIn about whether AI can write effective Cold Outbound Emails. It seems the jury may still be out on that one.
That being said, it’s important to also understand what to expect form Outbound B2B Emailing.
Very few B2B campaigns generate results from a single channel. The best results come from using Email as a warmup, and being ready to follow-up Open, Click and Reply engagement with messages and activities in LinkedIn, by phone and whatever other means you have at your disposal.
Get a Complimentary Technical & Strategic Review to analyze your current domain reputation, sending results, growth ideas and market opportunities related to Email Marketing.
You will also get a copy of my Single Most Effective Sequence from sending 4 million Cold Emails, which happens to be the same one used by Salesforce to reach their first $100M in ARR.
Book an Intro Call to see if you Qualify.