How Email Deliverability Tools Improve B2B Campaigns
- Silvio Bonomi
- May 7
- 7 min read
Updated: Sep 21
Email deliverability tools ensure your messages land in inboxes, not spam folders, boosting the success of B2B campaigns. Here's what they do:
Set Up Authentication: Tools configure SPF, DKIM, and DMARC to establish trust and prevent spoofing.
Check Spam Triggers: Analyze email content, links, and attachments to avoid spam filters.
Monitor Deliverability Metrics: Track bounce rates, spam complaints, and inbox placement to maintain sender reputation.
Test Across Providers: Simulate email performance on platforms like Gmail and Outlook to catch issues early.
Quick Tips for Better Deliverability:
Use proper authentication protocols.
Warm up new domains gradually.
Avoid spammy language and excessive links.
Segment audiences for tailored messages.
Regularly test and monitor email performance.
These tools, combined with multi-channel strategies like LinkedIn outreach and CRM integration, help you reach decision-makers effectively and grow your business.
Best Email Deliverability Tools that Work - GlockApps, Email on Acid and InboxAlly Review
Email Deliverability Basics
Email deliverability is about ensuring your messages land in recipients' inboxes rather than their spam folders, while also tracking where your emails end up.
Inbox vs. Spam Placement
Whether your email reaches the inbox or the spam folder can make or break your B2B outreach efforts. Emails in spam folders tend to have much lower open rates than those in inboxes. Several factors influence this placement:
Deliverability Metrics
To keep your email deliverability on track, monitor these key metrics:
Bounce Rate: Keep bounce rates low to maintain credibility.
Spam Complaint Rate: Minimize complaints to avoid penalties.
Domain Reputation: Regularly check your domain’s reputation.
Inbox Placement Rate: Measure how many emails make it to the primary inbox.
B2B Campaign Delivery Problems
Several common issues can hurt the success of your B2B email campaigns:
Authentication FailuresFailing to set up SPF, DKIM, or DMARC correctly can lead to spam filters blocking your emails.
New Domain ChallengesWhen using a new domain, start with a low daily sending volume and gradually increase it. This "warming up" process helps build a good reputation.
Content TriggersSpam filters can be activated by certain content choices. Avoid excessive capitalization, too many links, or language that feels overly promotional.
Technical Setup ProblemsIssues like misconfigured DNS records or email servers can block delivery. Regular technical checks can catch and fix these problems.
Combining strong email deliverability practices with multi-channel strategies ensures your campaigns consistently reach key decision-makers. Up next, learn how deliverability tools can help tackle these challenges with features like authentication checks, content analysis, and testing.
Email Deliverability Tool Functions
Email deliverability tools help tackle authentication, content challenges, and differences across providers to ensure your emails make it to the inbox. Let’s break down how these tools work to get your messages to the right audience.
Email Authentication Setup
These tools assist with setting up SPF, DKIM, and DMARC protocols correctly. Here's how each protocol works and why it matters:
Spam Filter Checks
To prevent emails from being flagged as spam, these tools evaluate your content through various filters. They focus on:
Link reputation: Checking if URLs are trustworthy or blacklisted
Text analysis: Identifying spammy phrases or patterns
Attachment scanning: Ensuring file types are safe and acceptable
Image-to-text ratio: Maintaining a proper balance between visuals and text
For example, tests show that terms like "ROI guarantee" often trigger spam filters, while phrases like "demo request" clear 92% of B2B spam filters.
Email Provider Testing
Beyond authentication and spam checks, these tools also test emails across different providers. By using test accounts on over 50 email platforms - from Gmail to mobile apps - they simulate how emails perform in real-world scenarios. This helps uncover variations in delivery algorithms and fix issues before campaigns go live.
For instance, a B2B sales training company improved its inbox placement rate to 92% by correcting SPF records and removing invalid email addresses [3]. This highlights the importance of thorough testing and fine-tuning.
Improving B2B Campaigns with Testing Tools
Using testing tools helps ensure your campaign setup, domain reputation, and email content work together to improve inbox placement.
Campaign Setup Checks
Make sure your email infrastructure is properly configured. Testing tools can reveal issues like missing or incorrect authentication records (SPF, DKIM, and DMARC), blacklisted IPs or domains, incomplete DNS settings, or a weak sender reputation. Fixing these problems increases the chances of your emails reaching inboxes instead of spam. Once this is in place, you can focus on domain warm-up and fine-tuning your content for better performance.
Domain Warm-up Steps
Build a strong sender reputation by gradually increasing email volume. Start small by sending emails to your most engaged contacts and adjust based on the feedback you receive. Keep an eye on engagement rates, bounce rates, and complaints. When engagement improves and issues remain minimal, slowly scale up your sending volume. Use deliverability tools throughout to monitor feedback from email providers and maintain your domain’s standing.
Email Content Standards
For B2B campaigns, email content should be clear and to the point. Create subject lines that are straightforward and avoid spam-trigger words. Write messages that address specific business challenges of your audience. Test different language, layouts, and calls to action to refine your approach and drive engagement. Audience segmentation can also make a big difference - group contacts by factors like industry, company size, or past interactions to deliver content that feels relevant and personalized.
Email Testing in Multi-Channel Outreach
Email deliverability tools are essential for successful B2B outreach across multiple channels. When paired with other platforms, they ensure smooth and effective communication at every touchpoint.
Email and LinkedIn Integration
Using both email and LinkedIn for outreach can strengthen your B2B engagement strategy. It helps you maintain consistent messaging while reaching decision-makers on the platforms they prefer. To take it a step further, link your outreach efforts with CRM tools to centralize tracking and tailor follow-ups.
Here’s a testimonial that highlights the impact of this approach:
"The team at Artemis Leads is professional, proactive, and always looking for ways to improve results. They've introduced us to CEOs, Marketing Managers, Heads of E-commerce, and Sales Directors at companies that perfectly match our target (€4M+ in revenue). We can finally rely on a steady stream of warm leads, which lets us focus on our core business. The results speak for themselves, our partnership continues!" - Giorgio Pierantoni, CEO @ Iprov, Cosmobile
CRM Tool Connection
Connecting email deliverability tools with your CRM system streamlines your outreach efforts. This integration allows you to:
Track engagement metrics across all channels in one place
Keep contact data accurate by syncing prospect information
Personalize follow-ups by accessing interaction history
Automate workflows based on email engagement patterns
Outreach System Setup
A properly configured outreach system is crucial for consistent campaign performance. Pay attention to these technical aspects:
Deliverability monitoring: Set up alerts to catch delivery issues in real time
Engagement tracking: Use tracking tools to measure response rates across platforms
Automation rules: Build workflows that trigger based on how prospects interact with your outreach efforts
Conclusion
Email deliverability tools play a key role in B2B campaigns by combining technical fine-tuning with personalized outreach. This combination helps strengthen client relationships and boosts campaign results.
Pairing deliverability testing with multichannel outreach is a smart way to expand audience reach while maintaining quality. For example, Artemis Leads effectively uses both email and LinkedIn to connect with target audiences. This approach ensures they reach decision-makers in their inboxes and professional networks, covering all bases.
Here’s a quick recap of strategies to improve email deliverability:
Use proper authentication protocols
Track deliverability metrics regularly
Keep email lists up to date
Tailor content to match prospects' needs
Test emails across different providers
Sync with your CRM for better management
FAQs
How can email deliverability tools improve sender reputation for B2B campaigns?
Email deliverability tools play a crucial role in enhancing sender reputation, which is essential for the success of B2B campaigns. These tools monitor key factors like email bounce rates, spam complaints, and domain health to ensure your emails are reaching recipients' inboxes rather than being flagged as spam.
By identifying potential issues - such as invalid email addresses or poor email content formatting - these tools help maintain a positive sender score. A strong sender reputation increases the likelihood of your emails being delivered, improving engagement rates and ultimately driving better results for your campaigns.
What are the most common email authentication mistakes businesses make, and how can they fix them?
One of the most common mistakes businesses make with email authentication is misconfiguring protocols like SPF, DKIM, and DMARC. Without proper setup, emails are more likely to end up in spam folders or be flagged as fraudulent. For example, failing to update SPF records when adding a new email-sending service can lead to delivery issues.
To avoid these problems, ensure all email authentication protocols are correctly configured and regularly updated. Use email deliverability tools to test your setup, identify potential issues, and monitor your sender reputation. These tools can help ensure your emails consistently land in your recipients' inboxes, improving the success of your B2B campaigns.
How do email deliverability tools combined with CRM systems improve B2B outreach efforts?
Integrating email deliverability tools with CRM systems can significantly enhance B2B outreach strategies by ensuring your emails reach the right inboxes. Email deliverability tools help monitor and optimize factors like sender reputation, email content, and domain authentication, reducing the chances of your messages being flagged as spam. When paired with a CRM, this data can be seamlessly used to refine targeting and personalize communication.
A CRM system ensures that your outreach is well-organized and tailored to specific prospects, while deliverability tools ensure those efforts don’t go to waste by improving inbox placement rates. Together, they create a streamlined workflow, enabling businesses to build stronger connections with decision-makers and drive better campaign results.
