Pivotal Veracity has expanded its eDelivery Tracker, a tool that audits the email delivery process, to address the needs of the B2B marketer.
The new product augments a suite of online tools the company released in April, which specifically focused on B2C email marketing.
Pivotal Veracity used two methods to develop B2B "seed lists" – a set of email addresses that marketers add to their email lists to test email delivery. First, the company set up email addresses at the top Web-hosting companies used by small and mid-sized businesses. It also created addresses designed to mimic the email environments of large corporations.
"...[W]e put together tools and large filters that we know that all those companies use..," explained Michelle Eichner, vice president of client services for Pivotal Veracity. "We set up filtering methodologies that are very much in line with how a large corporation would set up their filtering technologies."
Pivotal Veracity has been using the B2B seed list since mid-June, and Eloqua Corporation not only worked with the company during the beta phase, but is also the first client of the eDelivery Tracker for B2B. Eichner said four email service providers are currently using the firm's B2B seed list. List management company Direct Media is also a client.
Pivotal Veracity said it developed the tool to help overcome the special challenges faced by B2B email marketers.
"Businesses are more inclined to block email that doesn't seem to be associated with work, employees, or something in relation to the company," said Eichner. "They [organizations] have a more stringent set of rules on their servers," she said. Eichner also pointed out that corporations have an obligation to filter inappropriate email.
Internet service providers (ISPs) that handle personal and B2C email, however, have different obligations. They are inclined to allow more mail to get through because it is the consumer's right to receive anything they want.
Understanding the core differences in successfully delivering to both the consumer and business markets aided Pivotal Veracity's development of eDelivery Tracker for B2B. "We sat down and tried to figure out the best method for tracking the B2B market and the campaigns directed to those at the companies," said Eichner.
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March 19, 2014