We partnered with ZeroBounce in a recent webinar focusing on what is truly driving deliverability today and what B2B teams can control right now. Our CEO Rebecca Gonzalez joined ZeroBounce COO Brian Minick to break down seven practical tactics. Below is a recap and link to the recording.
Get the recording below and learn:
📩 Why email remains your most controllable channel
📩 What causes emails to land in spam
📩 How segmentation protects both engagement and reputation
📩 What proper authentication really does
📩 How to warm up a new platform or domain safely!
Watch the Recording Here.
See The Presentation slides here.
Frequently Asked Questions
Why Is Email Still The Most Controllable Marketing Channel?
Email is considered the most controllable channel because you own the audience, the message, the timing, and the data. Unlike paid media or social platforms, email performance is not dependent on shifting algorithms. You control segmentation, cadence, authentication setup, and content strategy, and you can directly measure engagement through opens, clicks, bounces, and unsubscribes.
What Affects Email Deliverability The Most?
The biggest factors that affect deliverability are list quality, sender reputation, authentication setup, and engagement signals. High bounce rates, spam complaints, and sending to unengaged contacts lower reputation. Proper SPF, DKIM, and DMARC configuration improves trust with mailbox providers. Consistent engagement, especially clicks, strengthens inbox placement over time.
How Can I Improve Email Inbox Placement And Avoid Being Sent to Spam?
To improve inbox placement, focus on three areas: clean your list, authenticate your domain correctly, and send to engaged segments first. Use validation tools to remove invalid emails and likely complainers. Monitor sender reputation through tools like Google Postmaster. Test inbox placement across providers because placement can vary between Gmail, Outlook, and Yahoo.
Are Open Rates Still A Reliable KPI?
Open rates are useful for identifying trends but should not be your primary performance metric. Privacy updates, such as Apple Mail Privacy Protection, can inflate open rates. Clicks and downstream actions are stronger indicators of engagement. If open rates suddenly drop significantly, it may signal a deliverability issue.
How Should I Segment My Email List in B2B Marketing?
In B2B marketing, segmentation should be based on engagement, behavior, and recency. Create lists based on recent opens or clicks, content downloads, page views, and lifecycle stage. Avoid sending to large unengaged segments. Sending to active contacts first helps generate positive engagement signals and protects sender reputation.
How Long Does It Take To Warm Up A New Email Domain?
Warming up a new domain takes time because mailbox providers need to establish trust. For a brand new domain, warmup may take several weeks or longer depending on volume. Sending should start with small, controlled batches and gradually increase. Automated warmup tools can help manage this process and reduce the risk of being flagged as spam.
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