eMarketing Best Practices: Email Compilation

This OMI guide examines six years of B2B e-marketing evolution — from a fringe channel to the leading driver of multi-channel marketing ROI — with proven best practices for email compilation, deliverability, compliance, and campaign performance.

Email Compilation Methods

Over six years, the industry shifted dramatically in how B2B marketers approach e-marketing. When done correctly — with the right data, the right message, and the right compliance framework — email delivers excellent, measurable, cost-efficient results. The foundation is compilation quality: how contact data was gathered, permission established, and hygiene maintained.

Building a Quality Email List

• Opt-in and permission-based email lists deliver the strongest engagement and deliverability
• Third-party compiled lists must meet strict quality and ongoing hygiene standards
• Validate email addresses at the point of capture and continuously thereafter
• Segment lists by industry, job function, and company size for maximum campaign relevance

Deliverability Best Practices

• Maintain sender reputation by removing bounces and unsubscribes immediately after every send
• Use a dedicated IP address for all B2B campaign sends to protect your reputation
• Authenticate your sending domain with SPF, DKIM and DMARC records
• Monitor inbox placement rates across major email providers on every campaign

Campaign Performance Standards

• Target 90%+ email delivery rate as the quality baseline for B2B campaigns
• Open rates of 20%+ are achievable with properly targeted, permission-based B2B lists
• Click-through rates of 3-5% are a strong benchmark for well-crafted B2B email
• Track unsubscribe and spam complaint rates to maintain long-term list health