In a digital environment where email remains the cornerstone of communication, staying ahead of the curve is critical. Starting in February 2024, Gmail and Yahoo will introduce stricter sending requirements to reduce spam and improve user experience.
This article explains what has changed and why you should adapt. By understanding these changes and taking proactive steps, you can ensure that your emails end up in your inbox and not in your spam folder.
what's new? Three major changes
As we step into this new era of more stringent email requirements, it is essential to understand the changes. Let's take a look at the three main changes.
- Certification requirements: Strong email authentication using SPF, DKIM, and DMARC is now mandatory for bulk senders (senders who send more than 5,000 emails per day, including transactional emails) became. These protocols verify your identity and prevent identity theft.
- One-click unsubscribe is legal: Users should be able to opt out of emails with one click.
- Spam rate threshold: Gmail and Yahoo enforce a maximum spam complaint rate of 0.3%. If you exceed that, your email may be filtered as spam or blocked.
Checklist for a successful inbox
Gmail and Yahoo's new requirements provide an opportunity to enhance your email marketing. This checklist will walk you through the key steps to not only comply, but excel, ensuring both email delivery and engagement.
- Audit your email infrastructure. Does your sending domain have SPF, DKIM, or DMARC configured?
- Setting up DMARC: We recommend setting up DMARC even if you don't send more than 5,000 messages per day. DMARC enforcement policy can be set to none. Google has some specific guidelines for settings.
- Branded sending domain: This allows you to send emails that appear to come from your brand, giving you better control over your sender reputation. Please contact your email marketing software provider for instructions on how to set this up.
- Align the “sender” name. Once your branded sending domain is set up, your 'From' address should match this.
- Implement one-click unsubscription.All emails should have a one-click unsubscribe option. This should be easy for users to find and opt-out requests should be completed immediately.
- Check the content.Content is still king. Create engaging and valuable emails that resonate with your audience and their interests. Relevance is a shield against spam complaints.
- Organize your list.Remove inactive or invalid email addresses and make this a regular process to maintain a healthy list.
- Monitor performance.Use tools like Google Postmaster Tools to track sender reputation and identify potential issues. Analyze spam rates, open rates, and engagement metrics to understand what resonates with your audience and adapt your strategy based on these insights.
Beyond compliance
These changes aren't just about technical compliance, they're good for all of us. Your subscriber's inbox will be less spammed and you will have the opportunity to improve your email marketing strategy.
By prioritizing authentication, relevance, and user experience, you can maximize your email's chances of landing in your inbox.
Transform your email marketing strategy today.
We help you keep up with these changes and turn them into opportunities. We strive to ensure that your emails not only meet modern requirements, but also resonate with your audience and drive engagement and results. Contact us today to revolutionize your email marketing strategy and stay ahead of the curve.
