…and some more questions and answers from our webinar:
Q: If you have a poor sender reputation - is one option changing your company email? Or is that an extreme?
If you have a poor sending reputation, changing your company email domain would be extreme, could create trust issues with your audience, and wouldn’t help for a number of reasons:
- if you are still sending from the same I.P. addresses the Inbox Provider will still be able to identify you
- Inbox Providers can use a number of other techniques to identify problematic emails from the same senders even if they aren’t from the same domain or I.P. address e.g. creating a fingerprint of problem emails by looking at subject lines, content, templates, links, email signatures etc.
- Starting to send email from a new domain and/or I.P. address means Inbox Providers will treat your emails as suspicious until you establish a positive sender reputation. You do this by gradually sending an increasing volume of emails over a period of days or weeks that are most likely to receive positive engagement. If you keep sending the same content to the same users as before and generating the same negative signals that created your poor reputation in the first place you will be no further ahead.
Q: Does the embedded image quality, size or content affect the deliverability?
It can do. Using one large image as your entire email, or too many images in general, tends to end up in recipients’ spam folders.
Large image file sizes can also lead to long email load times, which could negatively impact engagement and in turn your future sender reputation.
Q: Open rates for 23% is the benchmark for B2B campaigns as well?
This is a general benchmark set by the HubSpot email deliverability team for all HubSpot users as an indication of open rates that are generally achieved by those with good email engagement metrics regardless of business type or industry. The HubSpot email health tool has recently added the ability to set your Industry so we can provide you with industry-specific benchmarks too. For more information on what benchmarks you should aspire to based on your business type or industry take a look at resources such as: