Email is one of the most powerful channels for B2B marketing and is only beneficial if your emails properly land inside recipients’ or subscribers’ inboxes. But if they land in spam folders, that means there’s a fault in email deliverability.
Do you know how to fix this?
In 2025, to improve your email deliverability, you need to follow the latest algorithms, regulations, and recipient behaviors. That’s because it is the base of a successful B2B email marketing campaign.
In this article, we’ll discuss how to improve your B2B email deliverability rate in 2025 and make sure that your messages get noticed. So without further delay, let’s get started!
Email Deliverability vs. Email Delivery
Email delivery means that you send an email to someone, and it lands in the server of the receiver (anywhere, like spam). When you enter a wrong email address or there is an issue on the server, only these cases stop the email from reaching the server. You can easily check this by measuring the percentage of emails accepted by the server.
For example, you send 200 emails to a B2B business; 98 reach the Gmail server (98% delivery), but they end up in the spam folder.
Email deliverability means that your emails not only reach the server, like Gmail, but also land in the receiver’s inbox. However, some things can affect the deliverability rate, like your sender reputation, email content, and whether people open your emails or not. To measure the deliverability rate, check the percentage of emails that land in the recipient’s inbox, not spam.
For example, you send 200 emails to a B2B business; 98 reach the Gmail server. But out of those 98, only 66 go to the inbox (66% deliverability).
6 Ways to Improve B2B Email Deliverability Rate
Here are 6 tried and tested ways to improve your B2B email deliverability rate:
1. Authenticate Your Email Domain
Diverse email providers like Gmail and Outlook look for authentication signals. This helps build trust with inbox providers. But if your domain lacks proper authentication, your emails are more likely to be flagged as spam. Therefore, make sure that you have SPF (Sender Policy Framework) to authorize your server and DKIM (DomainKeys Identified Mail) to verify email authenticity with a signature. Also, you have DMARC (Domain-based Message Authentication, Reporting & Conformance) to manage failed checks for better email deliverability.
2. Warm Up Email Domains and IPs
If your email domains and IPs aren’t properly warmed up, they are on the hit list of spam folders. Therefore, when you do cold B2B email campaigns from new domains, warm them up consistently. To do this, gradually increase your email sending volume over 2–4 weeks.
Also, you should start a campaign by emailing your own engaged list or trusted contacts.
Further, you can use diverse email warm-up tools like Mailreach, Voltic, or Instantly.
3. Keep a Clean and Verified Email List
It is important to keep dead or inactive emails away from you because they hurt your sender score and increase bounce rates. For a better and verified email list, you must remove inactive subscribers who haven’t shown engagement in the past 60–90 days. Further, you should use diverse tools like ZeroBounce to verify emails and build your list organically. The better your email list is, the better your deliverability is.
4. Personalize Your Email Content
Today, in 2025, spam filters are smart, and they look for generic as well as templated email content. With that, similar subject lines, excessive punctuation, and sketchy language are also marked as spam. For instance, avoid subject lines like “Click Here” “Act Now!”, and “Ultra Urgent!”, etc.
So, to increase engagement, you should personalize your email content, like you should use the recipient’s name, company, and industry insights. With that, you should write relevant subject lines that match the user’s intent. On top of the line, your email provides value, i.e., solves a pain point, not just pitches your product.
5. Easy and Clear Unsubscribe Option
Isn’t it better that a person find an option and unsubscribe from you rather than mark you as spam? That’s a better option. To increase trust, protect your domain reputation and get your message from going to spam, you should
- Include a clear unsubscribe link
- Display your company name and address
- Avoid hiding the opt-out option
6. Use a Reliable Email Platform
For better B2B email deliverability, you need to pick a reliable email-sending platform. Diverse tools use shared IPs that negatively affect your reputation, and your emails can go to spam. Therefore, use a reliable B2B email marketing platform that provides dedicated IP or domain options and deliverability optimization features. Moreover, the email-sending platform you use must abide by the cold email laws so that your campaign stays within legal limits and avoids being flagged.
Conclusion
It is essential to improve your B2B email deliverability in 2025, and it’s all about trust, quality, and consistency. If your email delivery is good, that’s great, but what matters the most is deliverability. Therefore, focus on deliverability, as it’s a key factor that acts as a lead and conversion magnet. Follow the provided six areas to increase your B2B email engagement, open rates, and qualified leads.
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