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Big changes are coming to the email marketing industry. Starting next month, organizations sending more than 5,000 daily emails to Gmail and Yahoo users will have to:
Google and Yahoo’s biggest goal is to make the inbox safer and more enjoyable by reducing spoofing, phishing attacks, and spam. The two tech giants partnered to enforce new email sending requirements starting February 1, 2024.
Here’s what you need to do if you send more than 5,000 emails every day.
“It’s sometimes impossible to verify who an email is from,” Google admits, as many senders don’t secure and configure their systems. “To help fix that, we’ve focused on a crucial aspect of email security: the validation that a sender is who they claim to be,” says Neil Kumaran, group product manager at Google.
Email authentication will help your company do just that. By using proper authentication methods, you’ll protect your domain from attacks and help your emails go to the inbox.
To authenticate your emails, set up Domain-based Messaging Authentication, Reporting, and Conformance (DMARC). DMARC is an email security tool that protects your domain from impersonators by preventing them from sending malicious messages. Configuring DMARC takes about 15 minutes-;and you’ll have more peace of mind knowing your domain is secure.
People “shouldn’t have to jump through hoops to stop receiving unwanted messages from a particular email sender,” Kumaran states. Google and Yahoo will enforce one-click unsubscribes to make it as easy to unsubscribe from emails as it is to get on a list.
If your current settings don’t comply, check with your email marketing platform to learn how to update your opt-out process. The less friction for your audience, the better impression your brand will leave.
Also important is Google and Yahoo’s requirement for senders to remove opt-out contacts from their email lists within two days. So avoid any delays and take those people off your list right away. Not only is it a rule now, but it also prevents you from getting spam complaints.
The third guideline from Google and Yahoo states you should keep a low spam complaint rate. A benchmark to keep in mind is between 0.1 and 0.3 percent, which is one to three reports for 1,000 emails. When your campaigns exceed this threshold, you’re at higher risk of landing in spam.
Even legitimate senders get spam complaints. People forget they signed up for your emails or sometimes, they find it easier to report your messages than to unsubscribe. To avoid spam reports, keep your emails on-brand and send them consistently. Taking a long break between campaigns may cause a spike in spam reports and jeopardize your email deliverability.
Aside from implementing these new guidelines in your email marketing, remember to also verify your email list every quarter. A bounce rate higher than 2 percent is cause for concern as your emails may begin going to spam. “Remove invalid recipients from your list promptly,” Yahoo advises in its guide for email deliverability.
Almost 23 percent of the average email list degrades yearly, so let go of dead-end email addresses and focus on real subscribers who want to hear from you. Pruning your list is one of the best habits you can adopt to see more sales coming from your emails.
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Big changes are coming to the email marketing industry. Starting next month, organizations sending more than 5,000 daily emails to Gmail and Yahoo users will have to:
Google and Yahoo’s biggest goal is to make the inbox safer and more enjoyable by reducing spoofing, phishing attacks, and spam. The two tech giants partnered........
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