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Making the Most of Your Email Marketing Campaign


Email marketing is a popular tactic with B2B marketers – 81% use email to reach their target audiences. And it’s equally popular on the receiving end – 86% of business professionals prefer email for business communications.

But just because everybody’s doing email marketing, doesn’t mean they’re doing it well. And that’s where Martech’s Email Marketing Periodic Table comes in. Like the SEO Periodic Table from MarTech’s sister publication, Search Engine Land (which we’ve written about before), the Email Marketing Periodic Table breaks down the most important factors for success.

Keys to Success

The easy-to-understand bites of information are divided into two overarching categories: Optimization and Deliverability.

The Optimization section covers topics like Audience and Content. The Audience sub-section comprises 11 factors, including:

Email addresses – make sure you have valid ones

Lists – grow your list, but don’t buy email addresses

Engagement – track open rates, click-through rates and other benchmarks

Send frequency – don’t pester your target audience with too many messages

Send time – the right day and time can make a difference in how many people read and click through your email

The Content sub-section includes nine factors, such as:

Calendar – plan out your future email messages

Relevance – write about what interests your target audience

Readability – content that’s easy to scan and read increases engagement

Responsive – your email template should size to whatever type of device it’s read on

Subject line – needs to capture your target audience’s attention (five to eight words is optimal)

The Optimization section also focuses on toxins, or factors to avoid, like:

Image heavy – too many images will slow your message’s download speed, turning off recipients

No reply – sending an email from a no-reply address is a sure-fire way to end up blocked by a spam filter

URL shorteners – because spam emails often use shortened URLs, even legitimate emails that use these are often blocked

Deliverability Matters

The Deliverability section is segmented into three sub-sections: Compliance, Infrastructure and Trust.

The nine Compliance factors include:

ADA compliance – meeting basic accessibility requirements is essential

Opt-in – only send to recipients who’ve opted in to receive your emails

Laws – be aware of the local, state, federal and international regulations that affect email marketing

Sender domain – you must own the domain you send the emails from

Physical address – your emails must include your physical address

The Infrastructure sub-section encompasses 12 highly technical factors, like:

Feedback loops – which ensure complaints get back to the sender

DMARC – authentication that prevents domain spoofing

The Trust sub-section focuses on two factors:

Safelists – ask your recipients to add you to their safelists

Sender reputation – how inbox platforms measure your trustworthiness

Measuring Results

Once you’re adhering to best practices, how can you tell if your email campaign is a success? One way is to compare your statistics to industry benchmarks. According to a Data & Marketing Association (DMA) report, the average B2B email open rate is 15.1%, while the average click-through rate is 3.2%.

A well-crafted business email marketing campaign can:

  • Boost lead generation
  • Improve lead nurturing
  • Convert existing customers into repeat buyers

If you’re hitting those criteria, you know you’ve got a winner.

If your email campaign isn’t running on all cylinders, let Pilot Fish help. We have years of email marketing experience that can make a difference in your campaign. Submit this simple form or contact us at 877-799-9994, ext. 2102.


The right day and time can make a difference in how many people read and click through your email.