Major changes to marketing emails you can't afford to ignore
Judging from my communities and social media, this newsletter will come as a surprise to a lot of the recipients.
In early October, Google and Yahoo announced major changes to how they handle those lovely marketing emails you may be sending.
The Clock is Ticking: Key Dates and Players
Google: Starting in February 2024
Yahoo: Q1 2024
Why you should drop everything and pay attention
B2C Impact: 2/3rds of consumer-facing email systems are Gmail or Yahoo.
The Domino Effect: Once these giants make a move, others will follow.
Brand Reputation: Failing to adapt could tarnish your brand's email reputation, leading to lower engagement rates and less sales.
The why: making email safer
Google and Yahoo are upping their email authentication game to combat phishing, spam, and fraud. This isn't just tech jargon; it's about protecting your brand and your audience.
The alphabet soup of email authentication
SPF (Sender Policy Framework): Confirms your email is from a legit server.
DKIM (DomainKeys Identified Mail): Adds a digital "seal of approval" to your emails.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): The bouncer at the door, deciding which emails get in and which get tossed. It's your last line of defense.
Together, these 3 are an imperfect but important part of email authentication
Who needs to act now
Anyone sending “bulk emails” (basically, anything that’s not transactional emails like receipts or password resets). Marketing messages, newsletters, updates, coupons, and invitations are all examples of bulk emails.
Yes, this means everyone: solopreneurs, nonprofits, and even educational institutions.
What do I need to do?
Authenticate your email: Verify your sender identity with protocols like SPF, DKIM, and DMARC.
Allow easy unsubscription: Implement a one-click unsubscribe link in your bulk emails for easy opt-out.
Send emails users want: Keep your spam report rate as close to 0% as possible.
Your Action Plan
Note
If the From: email address in your marketing emails is yourname @ gmail.com, change it now; otherwise, your emails are likely to go straight to spam starting in February.
If you send fewer than 5,000 emails per day:
Must do: Confirm that your email marketing platform is handling SPF, DKIM, and one-click unsubscribes properly.
Smart move: Set up your own SPF and DKIM on all your email channels (including your CRM and everyday email like Gmail) and consider adding DMARC and Google Postmaster to your toolkit.
If you send more than 5,000 emails per day:
Must do: SPF, DKIM, and DMARC with
p=noneare mandatory. Your email marketing platform will not automatically do this for you; this requires manual setup.Smart move: Upgrade DMARC to
p=rejectorp=quarantineand keep a close eye on your DMARC and Google Postmaster reports.
FAQs
What happens if I ignore this?
Expect more of your emails to go to spam in Gmail and Yahoo mailboxes, lower engagement, and possible blacklisting.
Is this a one-time setup?
SPF and DKIM are generally a one-time setup. DMARC and Google Postmaster need regular monitoring. Additionally, maintaining list hygiene and other best practices is crucial.
What should my spam complaint rate be?
Keep your spam complaint rates below 0.3% to avoid potential issues.
Need help navigating these dangerous waters?
Feeling overwhelmed by the technical details? You're not alone. Many business owners are finding themselves in unfamiliar territory with these new email authentication requirements. But here's the good news: You don't have to tackle this alone.
I can help you:
Audit your current email setup to ensure you're ahead of the game.
Implement the necessary protocols (SPF, DKIM, DMARC) across all your email channels.
Monitor your email performance to keep those spam complaint rates low.
Don't let these changes catch you off guard. With my support, you can continue to reach your audience effectively without interruption.
Ready to secure your email marketing's future?
Take the first step towards email peace of mind. Sign up for my Email Authentication services today, and let's make sure your emails continue to hit the inbox, not the spam folder.
P.S. Don’t wait - with the rush of holidays coming up, February will be here sooner than you think!
Does all this hold true if you use Substack as your email platform? If my domain email is authenticated would I have to do anything else on the Substack end?