Achieving Compliance: New Gmail & Yahoo Requirements For February 2024
By Andy Phillips
Property Pipeline Pro
January 05, 2024
Email And The Significance Of Deliverability with New Requirements From Google & Yahoo
Google and Yahoo are changing the rules where email marketing is concerned. They are bringing in new requirements that need to be met otherwise your email may not reach the inbox... They will be sent straight to the spam folder, and that is something you really do not need!!!
Communication remains the bedrock upon which success is built. with all the tools at our disposal, email still stands as one of the most important ways businesses connect and engage.
In every business email is used to respond automatically to actions people take on our websites, it can be used as a pre written sequence to keep your business at the top of mind of your prospects and clients. It can also be really effective to send important information to all your prospects and clients at the same time. This is sending email in bulk.
The versatility of email empowers businesses to convey information efficiently and maintain a streamlined workflow. However, the effectiveness of email communication hinges not only on the content but also on its successful delivery to the intended recipients. This is where the concept of deliverability takes center stage.
Email deliverability, the measure of an email's ability to reach the recipient's inbox without being flagged as spam, is a crucial factor often underestimated in its impact. In an era where inboxes are inundated with messages vying for attention, understanding and optimizing email deliverability is paramount to ensuring that important communications are not lost in the digital abyss. So what are the new rules being introduced by Yahoo and Google, and how will they affect you?
Complying With The NEW Rules From Google (Gmail) & Yahoo
both companies have announced they are putting some new protections in place to further cut down on the spam that get's through to our inbox. These new rules will apply to businesses and individuals that send bulk emails, so 5,000 and above. They will be enforced in February 2024'
Read the announcement from Google
Read the announcement from Yahoo
This may see like a lot to take in, but it's really just putting common sense and good practice into requirements, so If you're doing what you can to follow good email delivery practice then you'll have no problem following the new rules. They are focusing on 4 main areas which are
#1: Using Your Own Custom Domain:
The first is partly good practice and partly professionalism. If you're sending emails from @gmail then you need to be sending them from you own custom business domain such as and@digitalcascade.com.
#2: Authentication Of Emails:
To optimize deliverability, all senders should set up DKIM email authentication and establish a basic DMARC record. Note.. customers with existing DKIM and DMARC setups are not impacted. If you're a Property Pipeline Pro client, all this is done for you so you don't have to worry about it.
#3: Keeping Spam Complaints Below 0.1%:
This again is all linked to good practice. The way to comply is simply to send high quality emails that provide value to your audience and only sending bulk email to people who have subscribed and want your emails. The emails you send through automation should also be of high quality.
#4: Simple ONE-CLICK Unsubscribe Process:
This will also help keeping the spam complaints down. If someone does not want to receive emails from you, make it simple to unsubscribe. Some marketers hide their unsubscribe link, either making it so small it's hard to see or changing the name to something softer. This is a mistake and always has been. If someone is not interested in what you offer, then get them off your list. This will push your delivery and open rates up and help you get your message to the right audience.
All the above have long been best practice, the difference is that now they are going to be enforced as a requirement. So comply and do everything you can to up you delivery and open rates.
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