B-to-B email marketing has been heralded as outdated time and time again. And yet, companies that use it correctly continue to generate a steady stream of qualified leads at an unbeatable cost. This is due to two things: the cost per message delivered remains the lowest of all direct marketing channels, and the advertiser has complete control over his contact list. It’s an integral part of their CRM, unlike a list of followers on a social network.
On the negative side, professionals are increasingly solicited by email. A prospecting message can easily get lost in the shuffle. Not to mention deliverability problems that degrade performance even before the recipient has had a chance to see your email.
This is where the choice of your B-to-B emailing provider makes all the difference. An emailing platform designed for prospecting doesn’t work like a tool designed to send newsletters to existing customers. The technical constraints are greater, the anti-spam filters stricter, and every unsuccessful email is a lost sales opportunity.
At Ediware, we’ve been helping businesses with B-to-B emailing since 2002. Our infrastructure and deliverability expertise are specifically calibrated for professional prospecting.
Over the years, Ediware has developed unique technical expertise in email deliverability, coupled with automated tools dedicated to the intelligent management of your prospecting campaigns. This combination of human expertise and advanced technology guarantees that your messages reach their destination and generate the results you expect.
Our approach saves you time and efficiency: while you concentrate on your core business and sales development, our emailing platform automatically optimizes the deliverability of your campaigns.
Our system collects spam alerts in real time from the major e-mail providers offering this service. Corresponding email addresses are automatically unsubscribed from your account, preserving your reputation as a sender and optimizing your future campaigns.
This continuous monitoring protects your marketing investment by preventing the gradual deterioration of your deliverability, a phenomenon that can quickly compromise the effectiveness of your sales actions.
When a significant number of e-mails are blocked by certain e-mail providers, our deliverability service analyzes the situation, takes the necessary corrective action and attempts to automatically resend the erroneous e-mails – all without any intervention on your part.
This proactive approach prevents loss of leads and maintains optimum performance, even in the face of constantly evolving e-mail filtering algorithms.
As soon as you import your mailing lists into a campaign, our system automatically deletes all your previous unsubscribers, technically invalid addresses and emails that could compromise your reputation (spamtraps and other traps).
This automatic purification immediately improves your deliverability rates while protecting you against problematic addresses that could damage your reputation as a sender.
Our deliverability service scans the market’s main blacklists on a daily basis. In the event of blacklisting, we manually make the necessary requests to the organizations concerned, thus maintaining the best possible deliverability for your campaigns.
This constant monitoring and manual intervention guarantees you continuous protection against blockages that could impact your sales performance.
Sending an effective B-to-B email isn’t just about having the right tool. You also need to apply the fundamentals, the ones that make people open your message instead of deleting it.
The quality of your contact base determines everything else. A poorly targeted or obsolete prospecting file generates bounces, degrades your reputation as a sender and wastes your budget. At Ediware, our data-quality system automatically cleans your lists on import to eliminate invalid addresses, spamtraps and duplicates. This is a prerequisite for any mailing.
Personalization makes all the difference in B2B. Decision-makers receive dozens of prospecting emails every week. A generic message ends up in the garbage can. Our emailing platform lets you personalize up to 26 variables per contact: name, company, business sector, job title. As long as your database is well informed, each recipient will receive a message that speaks directly to them.
Timing and frequency count. Studies show that Tuesday and Thursday mornings between 9 and 11 am generate the best opening rates in B-to-B. But these time slots vary from sector to sector. Our platform provides detailed statistics by campaign, by area of reception and by reading medium. Simply analyze your own data to identify the optimum time slot.
Follow-up after sending is crucial. B-to-B emailing is not an isolated action. Contacts who have clicked on your message are hot suspects. They’ve shown an interest. All that remains is to identify them and call them back. Our system provides behavioral details by recipient: opens, clicks, pages visited.
The big American platforms like Mailchimp or Brevo are designed for B-to-C. They work well for sending monthly newsletters to existing customers. They work well for sending a monthly newsletter to existing customers. But B-to-B prospecting is a different exercise, with specific constraints that these tools don’t handle.
The first is captcha management. Corporate email systems use automatic verification systems to filter incoming emails. Our emailing platform manages these captchas transparently, which is something most consumer emailing software doesn’t do.
The second is intelligent bounce recovery. In B2B prospecting, an email that is temporarily blocked is not a lost email. Our system makes delivery attempts spaced out over several days, with technical adjustments at each replay. Customers see an average +25% success rate thanks to this mechanism.
The third is human support. An expert French contact, available by phone, who knows your file and your deliverability constraints. When a domain blocks your mailings on a Tuesday morning, you need an answer within a few hours, not a ticket in a queue.
And then there’s seniority. Ediware has been helping companies with B-to-B emailing since 2002. This experience translates into a detailed knowledge of the spam filters of each email provider, a network of contacts for delisting procedures, and best practices proven on thousands of campaigns.
B-to-B opening rates vary according to sector and base quality. In the loyalty segment, opening rates are generally between 15% and 25%. In cold prospecting, rates are lower, around 5% to 12%. The key is to improve performance campaign by campaign, by analyzing statistics and adjusting targeting.
In B2B, you target business addresses protected by stricter corporate filters. Volumes are lower, but the stakes per contact are higher. Personalization and deliverability are crucial. In B-to-C, volumes are higher, and consumer messaging services such as Gmail and Yahoo apply different rules.
A dedicated IP is recommended as soon as you send regular volumes of prospecting mail. It allows you to control your sender reputation independently of other users. At Ediware, dedicated IPs are included in the offer, not extra.
Make sure that SPF and DKIM authentication is correctly configured on your domain. Keep your list clean by deleting addresses in error. Avoid heavy attachments and misleading objects. Our deliverability service continuously monitors your reputation and intervenes in case of blockage.
B-to-B email prospecting is governed by the RGPD and the ePrivacy directive. In France, sending prospecting emails to business addresses is authorized under certain conditions, notably the message’s relevance to the recipient’s function. At Ediware, your data is hosted in France and our platform is natively compliant with the RGPD.
We maintain feedback loops with the messaging industry. This enables us to receive spam reports immediately and automatically adjust your lists to preserve your reputation.
If a significant number of e-mails are blocked by certain e-mail providers, our deliverability service takes the necessary action and attempts to resend the erroneous e-mails without any intervention on your part.
When you import email addresses into a campaign, we automatically remove all unsubscribed and invalid addresses, as well as any emails that could cause problems (spamtrap).
Our deliverability service scans the main blacklists on the market every day. We make manual unblocking requests if necessary to maintain the best possible deliverability.
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