Today we are excited to announce our strengthened partner integration with Marketo by making Analytics and Reputation Powerpack available to Marketo customers. The combination of email data provided by Marketo and the full 250ok suite affords customers unparalleled visibility into the performance of their email program.
“250ok has been at the forefront of innovation for one of the oldest forms of digital communications. Its ability to continually reinvent the medium is testament to its years of experience and dedication to combining scalable technology with intelligent solutions,” said Kiersti Esparza, director, cloud platform technologies, Marketo.
The B2B Data Gap
In the email deliverability and analytics universe, the B2B market has been traditionally underserved – some would even say ignored. While the value of the 250ok product suite is clear to the B2C audience, we’ve been hard at work building products that provide similar value to the B2B senders as well.
Rapidly Growing Adoption of Cloud Email by Businesses
According to Cloud Business Email Market, 2015-2019 by The Radicati Group, the cloud business email market is expected to generate over $8.7 billion in revenues in 2015 and grow to over $34.8 billion by 2019. This rapid growth is fueled by a variety of factors, including minimizing IT costs, more advanced security features, including encryption and archiving, and mitigating functionality gaps between on-premises and cloud email solutions. The net result will be more and more businesses using cloud solutions for email.
To date, small businesses have been the quickest to adopt cloud-based email solutions. In Rackspace’s State of the Cloud in 2015 report, they identified the following adoption rates of cloud email by company size:
- < 20 employees – 79 percent (adoption rate)
- 20-99 employees – 58 percent
- 100-249 employees – 53 percent
- 250-499 employees – 46 percent
A study by Gartner of 40,000 publicly listed companies revealed 13 percent of those businesses are already using either Microsoft’s Office 365 or Google Apps for Work, the two most popular cloud email solutions for business. The remaining 87 percent leverage a variety of email infrastructures, including other cloud email services from smaller vendors like Rackspace and GoDaddy. “Our findings suggest that many varied organizations are already using cloud email, and the number is growing rapidly,” said Nikos Drakos, research vice president at Gartner. Among these public companies in industries with the strongest adoption of cloud email — including travel and hospitality, professional services and consumer products — more than a third of the largest companies in each of these industries is using a cloud email solution.
Recipient Mailbox Identification
For the sake of our demonstration, let’s use the 250ok.com domain and say that we use Google Apps to manage our company email. If a sender has a recipient with an email address @250ok.com, they’ve previously been unable to identify where that mailbox was hosted and what spam filter it’s behind. As a result, the address was historically classified as “other” or “unknown.” For B2B senders, the majority of their lists will fall under these categories, since they are frequently sending to domains outside of the “known world” of gmail.com, yahoo.com, and other consumer-focused services.
To combat this lack of visibility, we’ve built an optimizer tool, so now senders can identify where their B2B mail actually goes. For 250ok’s B2B clients, it’s common for our optimizer tool to identify 10-75 percent of hosts that might otherwise be classified as “other” or “unknown.”
With this level of visibility, senders can now learn the exact impact of a placement issue at Google Apps or a spam block at Proofpoint. Additionally, these results can be applied to the seedlist itself, therefore producing weighted, contextualized inbox results – one of the most important features of 250ok that separate us from our competition.
Comprehensive Hosting Company and Spam Filter Seed Coverage
Once senders determine the composition of their list as described above, they will learn 250ok seed coverage encompasses the majority of their recipients. With this level of overlap, B2B senders will have a near-complete understanding of inbox placement results.
In most cases, we’ve found the combined overlap among our hosting companies’ and filter companies’ seeds will cover the overwhelming majority of a typical B2B mailing list.
Reputation Data for the B2B Sender too
Spam trap data has traditionally skewed heavily towards ISP-reported data – in other words, consumer mailboxes. With 250ok’s expansive trap network now covering more than 35 million domains, B2B senders are finally able to view meaningful results.
In addition to a significant and diverse spam trap footprint, 250ok provides the level of granularity necessary to make impactful changes to the quality of email programs. This trap data is critical in identifying root causes of reputation issues such as problematic acquisition sources or high-risk campaigns. With our spam trap network, we take away the guesswork and show senders exactly where to look.
250ok + Marketo = A Great B2B Marketing Option
While 250ok has always provided powerful products for the B2C sender, the B2B customer at Marketo is now armed with data that can be applied in similar, meaningful ways.
Read the full Marketo press release here.