Let’s cut to the chase: if you’re sending cold emails or B2B campaigns and they’re not landing in inboxes, you’re wasting time (and money). This guide is for anyone using Vero to send B2B emails and wants a no-nonsense approach to actually getting their messages seen.
If you’re tired of vague “best practices” and just want to know what actually works (and what doesn’t), keep reading.
Step 1: Get Clear on What “Deliverability” Actually Means
Before you can fix deliverability, you need to know what to look for. Here’s the deal:
- Deliverability = The percentage of your emails that land in the inbox (not spam, not promotions, not bounced).
- Delivery rate just means the email didn’t bounce. That’s not the same as inboxing.
- Vero (like most ESPs) gives you some stats, but it’s not magic—don’t expect it to show “spam” vs. “inbox” breakdowns.
What matters most? - Inbox placement (not just sending successfully) - Open rates (especially for cold B2B) - Bounce and spam complaint rates
Don’t obsess over minor percentage points, but if nobody’s opening or you’re seeing strange drops, something’s off.
Step 2: Find the Problem—How to Analyze Deliverability in Vero
Vero gives you basic reporting, but you’ll need to dig deeper and, sometimes, use outside tools. Here’s how to audit your deliverability:
2.1. Check Vero’s Built-in Stats
- Open rates: Are they dropping? If you’re seeing 5% or lower on B2B, something’s wrong.
- Bounce rates: Should be under 2%. If higher, your list or sending domain is trashing your reputation.
- Spam complaints: Anything above 0.1% is a red flag.
2.2. Spot Trends, Not Just Numbers
- Look for sudden drops or spikes. Did open rates tank after a specific campaign? Correlate with changes you made.
- Compare send times, subject lines, and segments. Sometimes it’s just a bad list or a boring subject.
2.3. Go Beyond Vero—Use Third-Party Tools
Vero doesn’t tell you where your message lands. For that, use:
- Mail-tester.com — Forward a test campaign to get a score and practical advice.
- GlockApps — Send to seed addresses; it’ll show if you’re hitting inbox, promotions, or spam.
- MXToolbox — Check if your sending domain/IP is on any blacklists.
2.4. Check Authentication
- SPF, DKIM, and DMARC records should be set up for your sending domain. If you don’t know what these are, Google them now. Vero has docs on this, but if you skip it, you’re asking for trouble.
Step 3: Fix the Basics First
Most deliverability problems aren’t about clever hacks—they’re about doing the basics right. Here’s what actually moves the needle:
3.1. Clean Your B2B List
- Remove anyone who’s bounced, complained, or hasn’t engaged in months.
- Don’t buy lists. Seriously, don’t. If you must use cold outreach, validate every email with a tool like NeverBounce or ZeroBounce.
- Pay attention to role-based accounts (info@, sales@, etc.). These often get flagged.
3.2. Warm Up Your Sending Domain
- Don’t blast thousands of emails from a new domain. Start small (a few dozen per day), then ramp up.
- If your domain is brand new, consider using a subdomain (like mail.yourcompany.com), but don’t try to hide behind it. Spam filters are wise to that trick.
3.3. Set Up Proper Authentication
- SPF and DKIM: Vero gives you records to add to your DNS. Do it.
- DMARC: Optional, but helps build trust with ISPs.
- Check records with MXToolbox or Google Admin Toolbox.
3.4. Mind Your Content
- Spammy words (“guaranteed,” “free trial,” “act now”) will get you filtered, especially in B2B.
- Huge images, lots of links, or sloppy HTML? All bad news.
- Personalize—yes, everyone says it, but it works. “Hey {FirstName}” beats “Dear Sir or Madam” every time.
Pro Tip
Send yourself a test email to Gmail, Outlook, and your own work address. If it goes to promotions or spam, fix it before you send to your list.
Step 4: Make Smart Changes—What Works (and What Doesn’t)
4.1. What Actually Moves the Needle
- Consistent sending: Don’t go dark for weeks and then blast out thousands.
- Segment your list: Target by job title, company size, or last engagement. Blanket emails to everyone = spam complaints.
- Reply handling: Set up a real reply-to address. Mailbox providers like seeing replies (it signals you’re not a robot).
- Monitor blacklists: If you end up on one, take action—Vero support can help, but you’ll need to clean up your act.
4.2. What Doesn’t Really Matter
- Changing subject lines for every single email: Helps a little, but it’s not a fix for a bad list or poor reputation.
- Fancy graphics: B2B folks want clear, simple emails. Over-designed templates are more likely to get flagged.
- Obsessing over the perfect send time: Marginal gains. Focus on content and sender reputation first.
4.3. Things to Ignore
- “Inbox placement guarantees”: No tool or agency can promise this. If someone does, walk away.
- Chasing every new “deliverability hack” you see on LinkedIn: Most don’t work or are short-lived at best.
Step 5: Keep Monitoring and Iterating
Fixing deliverability is not a set-and-forget job—especially in B2B. Here’s how to stay on top:
5.1. Set a Routine
- Check your Vero stats after every campaign.
- Run a Mail-tester or GlockApps test monthly, or whenever you see a dip.
- Monitor blacklists weekly if you’re sending a lot.
5.2. Don’t Panic Over Every Dip
- Some fluctuation is normal. Only worry if the trend is consistently down or you see a sudden, sharp drop.
5.3. Adjust as Needed
- If open rates are falling, test new subject lines, review your list hygiene, and check spam filters.
- If bounces spike, pause campaigns and clean your list before resuming.
Wrapping Up: Don’t Overthink It
Most deliverability “mysteries” boil down to three things: send wanted emails from a reputable domain, keep your list clean, and watch your stats. Don’t get sucked into endless tool-hopping or chasing magic bullets.
Start simple, pay attention, and fix issues as they come up. That’s how you get your Vero B2B outreach actually read—and that’s what counts.
Now, go check your next campaign before you hit send.