Email has been a mainstay of business-to-business (B2B) contact for a long time, giving companies a reliable way to connect, engage, and turn leads into buyers. However, the environment of B2B email marketing is always changing, and email deliverability is one of the most important parts of email marketing. For your B2B email marketing efforts to work, you must ensure that your emails reach the inboxes of the people you want to reach. This blog will discuss the future of B2B email deliverability and how businesses can stay ahead of the curve.

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1. AI and Machine Learning for Email Deliverability

AI (artificial intelligence) and ML (machine learning) are about to change how B2B email marketing is done. These technologies are changing quickly and becoming necessary to confirm that emails can be sent and received.

AI-driven programs can make very accurate predictions about how users will act. They can look at past data to find email marketing trends in how people respond to emails, which helps marketers smartly divide their lists. For example, if AI determines that some users are more likely to be interested in product content, it can instantly send them emails about your newest products.

ML systems can also look at a lot of data to determine the best time to send texts. They can find email marketing trends and patterns in how recipients act, which helps marketers improve the reliability of their email efforts. As AI and ML improve, B2B marketers can expect more advanced email deliverability tools for optimizing delivery.

2. Personalization at Scale

Personalization is one of the most popular email marketing trends, but it is becoming more important in B2B marketing. In the future, personalization will be more than just putting the recipient’s name in the email. Businesses must make their email ads more personalized for each person who gets them.

B2B marketers will often use email marketing tools that AI powers to get to this level of personalization. These systems can handle a huge amount of data and use it to make thorough profiles of customers. This information can include how people have interacted with your company in the past, what they have bought, how often they have visited your website, and even what they have done on social media. With this knowledge, AI can make material on the fly that speaks directly to the wants and tastes of the receiver.

Imagine getting an email that not only calls you by name but also mentions a website you recently visited and makes suggestions for goods or services that match your hobbies. These personalized emails are not only more likely to be read, but they also get more people involved, which improves email reliability in the long run.

3. Enhanced Data Privacy and Compliance

Data privacy laws like GDPR and CCPA have already made it necessary for B2B marketers to rethink how they store and use data. In the future, we can expect even tighter rules and more data privacy knowledge among consumers.

Businesses must put data protection and safety at the top of their priorities if they want to keep email reliability and build trust with receivers. This means putting in place strong consent management tools that let the people whose data is being used decide how it is used. Email marketing between businesses must have clear protection rules and open data practices.

Also, as data breaches become more common, email marketers must spend money on protection to protect their customers’ information. Breaches not only hurt your image, but they can also lead to court fines, which can make it harder for people to get your emails.

email deliverability

4. Mobile Optimization

Mobile optimization is not optional any longer; it’s a necessity. With the increasing use of mobile devices for business communication, B2B marketers must ensure their emails are mobile-friendly and optimized for an exceptional mobile experience.

Mobile optimization encompasses responsive email design, ensuring that your emails render perfectly on screens of all sizes. It also involves crafting concise, scannable content that captures the recipient’s attention in seconds. Mobile users tend to be impatient, so your email should have clear and compelling calls to action that are easy to tap on a touchscreen.

Neglecting mobile optimization can have severe consequences for email deliverability. If your emails are not mobile-responsive, frustrated mobile users may delete or mark them as spam.

5. Interactive Emails

Interactive emails represent a paradigm shift in B2B email marketing. Instead of passive content consumption, interactive emails invite recipients to actively engage with your brand without leaving the email.

Imagine conducting surveys, filling out forms, or making product selections directly within an email. Interactive elements like these enhance user engagement and provide valuable data for email senders. You can gather real-time feedback, preferences, and even product choices, all of which can further personalize your email marketing campaigns.

The trend towards interactive emails will likely continue growing, with more businesses adopting this approach to improve email deliverability and engagement.

6. Email Authentication and Security

Email authentication protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) are vital for email security. They verify the authenticity of the sender’s domain and help prevent email spoofing and phishing attacks.

In the future, stricter authentication measures may become the norm. B2B marketers must have a solid grasp of these protocols and ensure their email systems are configured correctly. Failing to do so risks email security and can lead to deliverability issues.

Implementing these protocols is not just a matter of security but also builds trust with recipients and inbox service providers (ISPs). When ISPs see that your emails are authenticated and legitimate, they are more likely to ensure email deliverability. 


The future of B2B email service is dynamic and will give businesses exciting chances to better connect with their customers. To be ahead of the curve, B2B marketers need to be open to new technologies, put data protection at the top of their list of priorities, focus on personalization, and be able to change to changing ISP tastes. By keeping a close eye on these email marketing trends and improving their strategies, businesses can improve the email deliverability rate and get better results and return on investment (ROI) from their B2B email campaigns.

Looking for more trends on email deliverability? Check out Chapter 2, which offers more insights!

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Image 1 Source: Image by studiogstock on Freepik