In a win for the movement against spam-filled inboxes everywhere, major mailbox providers (MPBs) are cracking down.
To help recipients keep unwanted messages to a minimum, both Google and Yahoo announced they will require bulk senders to make changes, including (but not limited to) more stringent email authentication, allowing for easy unsubscription, and staying under a reported spam threshold.
So, how does this change affect your email marketing efforts? Read on for a breakdown of what these changes mean as well as how to prepare.
More experienced email marketers will likely recognize these requirements as standard best practices (so if you’ve already got them covered, congrats!).
As one of the most cost-effective channels available to brands looking to reach their audience, email has solidified itself as a marketing mainstay. But the fact of the matter is that our inboxes are becoming more crowded every day, with global email-sending volumes having risen by 82 percent since 2019. While Google’s AI-enhanced spam-filtering capabilities already block nearly 10 million spam emails every minute, bad actors aren’t any less prevalent––stopping spam is a two-way street after all. According to Yahoo, “while [they] have promoted solutions for some time, adoption of these common-sense standards has been low.”
Marcel Becker, Yahoo’s senior director of product management put it best, stating, “No matter who their email provider is, all users deserve the safest, most secure experience possible […] In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes to the new industry standard.”
Now that you know the nitty-gritty of what’s to come, the best time to batten the hatches is now. We recommend:
Many experienced marketers are unaware of the importance and complexity of using email authentication to shield their email marketing programs from harm.
Without email authentication, your company’s communication with Gmail and Yahoo users will suffer. Sending over 5,000 daily emails without SPF, DKIM, or DMARC policies will hurt your business even more.
Authenticating email lowers your chances of being spoofed or other undesired uses of your brand name. And, while you can’t fully shield subscribers from phishing attempts, you can be more confident your email isn’t contributing to the problem by
Losing subscribers may be painful but giving your recipients a clear and easy option to opt out of communications is the right thing to do. The directives around this are clear––Implement a one-click unsubscribe policy and be quick about processing each request, lest you harm your performance stats even more.
Despite the many challenges of avoiding spam filters, the good news is that they get easier to avoid as you learn more about how to prevent email spam and ways to approach your subscribers with highly personalized and relevant content.
Avoid sending what may be considered spam emails by following common best practices and monitoring spam reports.
Email marketing is constantly evolving and remains a powerful part of a successful digital marketing program. Fortunately, with a comprehensive strategy and the right set of tools, you can create an optimal email program. And, by keeping a finger on the pulse of new or updated guidelines from your MBP, you can ensure that your deliverability and overall sender reputation remain intact.
For more insight into the new policies, join Guy Hanson and Yahoo’s Marcel Becker in the next episode of State of Email Live. They’ll provide an in-depth look at how to comply with the new requirements, what will happen to non-compliant emails, and implications (and benefits) for deliverability and engagement.