• by Ray Schultz , Columnist, March 10, 2025

B2B ecommerce firms face many hassles when operating on the global scale. 

For instance, one ecommerce giant chose a new domain name for its email marketing efforts. 

That was a bad idea, according to EngageLab, a Singapore-based ecommerce platform for B2B brands. It led to a low deliverability rate because of the domain’s limited reputation.

The company, which EngageLab did not name, already had enough complications trying to operate on a worldwide scale. It had 100 logistics lines, 10 overseas warehouses and customers in 223 countries and regions. And now it had trouble delivering personalized marketing content to a global customer base and maintaining its repurchase rates.  

EngageLab’s solution was to execute a preheating strategy — i.e., warming up the new domain and IP through controlled email sending volumes and patterns. By doing this, EngageLab claims it boosted the firm’s email deliverability, inbox placement and the open rate.

In general, EngageLab’s global servers and outbound IPS are strategically placed across multiple regions, allowing for higher deliverability rates and compliance with local regulations, the company says  

These services are supported by multiple nodes, providing enhanced delivery capabilities, the company adds.

In addition, the firm has introduced its Omnichannel Automation Platform, providing for integration of email, SMS, AppPush, and WebPush.