Capture email addresses accurately to ensure B2B email campaign success

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 12, 2021, 5:30 PM GMT+0

Marketers must rely on verified and accurate email lists to ensure email deliverability.

Though not illegal yet, buying email lists puts B2B emails at a high risk of being reported as spam. If the businesses buy email lists from less reputable sellers, the list may include spam traps placed on the internet by block listing organisations to help track spammers.

Even when renting email lists, a business must ensure the list owners share the list size, demographics and other vital information about their audiences. If individual sales team members collect subscribers through personal connections, make sure the contacts are eventually led to permission standards enforced by the company.

Marketers must ensure they engage high-quality subscribers at physical events using tablets with opt-in forms. Using opt-in forms helps brands target transcription errors and use effective permission collection practices.

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