There are new industry requirements for email marketing
By Maryland Web Design
Google and Yahoo are implementing new guidelines for bulk email senders in early 2024 to protect against spam and improve deliverability.
The new requirements are:
Authentication. Email marketers need to prove they are legitimate senders, and not spammers. We’ll make sure you’re authenticated and your emails continue to get delivered so you don’t have to worry. But, if your business owns its domain, you may want to take steps to set up a DMARC policy.
Simple unsubscribes. Google requires all bulk senders to support one-click unsubscribe in email headers. We’ve been doing this for years, so all set there.
Stay out of the spam folder. If you’re collecting opt-ins with permission, this won’t be an issue. But we also monitor all accounts for spam complaints and reach out if there is a problem.
The authentication requirements go into effect on February 1, 2024, and If you or your company owns its domain, we recommend that you set up self-authentication and add a DMARC policy with your domain provider. Self-authentication will allow your “from address” to match your domain and help you build a strong sender reputation. See the steps you – or your IT department – will need to take.
Free DMARC Lookup: https://mxtoolbox.com/dmarc.aspx
Adding DMARC and DKIM to your Outlook 365 email is a crucial step in protecting your domain from spoofing and phishing.
Here’s a breakdown::
1. Enabling DKIM:
- Go to the Microsoft Defender for Office 365 portal. https://security.microsoft.com/
- Select “Security & Compliance” from the left pane.
- Click on “DMARC” and then “DKIM signing.”
- Choose the domain you want to enable DKIM for.
- Click “Enable DKIM.”
Microsoft will automatically generate the necessary keys and publish the public key to your DNS records. This might take a little time.
2. Setting Up SPF:
SPF (Sender Policy Framework) is another important email authentication protocol that works alongside DKIM. It helps verify that emails claiming to be from your domain are actually sent from authorized IP addresses.
- Go to the Exchange admin center.
- Navigate to “Protection” and then “SPF.”
- Click on “Add record” and choose the domain you want to configure.
- Select the appropriate mechanisms (v=spf1 include:…) based on your needs and authorized senders.
- Save the record.
3. Implementing DMARC:
- DMARC (Domain-based Message Authentication, Reporting & Conformance) is the policy that tells receiving servers how to handle emails that fail SPF or DKIM checks.
- Go back to the DMARC section in Microsoft Defender for Office 365.
- Click on “DMARC policy” and then “Create DMARC policy.”
- Set the policy to “Reject” for maximum protection, or “Quarantine” for a softer approach.
We’re here to help you navigate this change
Both Google and Yahoo, like other major email service providers, regularly update their policies and algorithms to combat spam and ensure a safe, user-friendly email experience. These updates often include stricter guidelines for bulk email senders to ensure that their practices align with anti-spam laws and provide value to recipients.
For bulk email senders, these updates typically mean:
Stricter Authentication: Ensuring that emails are sent from verified domains using protocols like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
Improved Content Quality: Focusing on the relevance and quality of the content to avoid being marked as spam. This includes clear subject lines, relevant body content, and avoiding misleading information.
User Engagement Tracking: Email services might place more emphasis on user engagement (like open rates, click-through rates) to determine an email’s legitimacy and value.
Consent and Opt-Out Options: Adhering to regulations like GDPR and CAN-SPAM Act by obtaining clear consent from recipients and providing easy opt-out options.
Regular List Maintenance: Removing inactive subscribers and regularly updating the email list to maintain a high engagement rate.
For the most accurate and detailed information, it’s recommended to check the official announcements or guidelines from Google and Yahoo directly.
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