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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.

Helpful Information:

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:

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.
  • 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:

  1. 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).

  2. 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.

  3. 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.

  4. 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.

  5. 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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Unlock the Power of Email Marketing:

Elevate your digital presence with Maryland Web Design’s expert email marketing services. We craft compelling campaigns that engage your audience, drive conversions, and boost your ROI. From eye-catching designs to strategic email automation, we’ll help you harness the full potential of email marketing to grow your business.

What Exactly Is Email Marketing?

A crucial component of successful digital marketing strategies, email marketing expands a company’s reach to potential buyers, maintains and strengthens current customer connections, and boosts revenue. Still, you may be wondering what email marketing is and how it may help your company expand. Come, let us examine this matter at length.

Email marketing involves sending promotional emails to potential and existing customers. This sort of digital marketing enables for more direct communication with your target audience by way of the transmission of targeted messaging. Open rate, click-through rate, bounce rate, and conversion rate are just a few of the variables you may monitor to better tailor future campaigns.

There are a number of ways in which an organization might benefit from email marketing. As a first advantage, sending emails saves money because recipients don’t have to pay for paper or postage. For another, the average ROI (return on investment) for an email marketing campaign is 38 cents for every dollar spent. Third, it enables hyper-specific communication, letting you cater your efforts to niche markets and consumer subsets.

Last but not least, it is flexible in that its size and scope can be expanded or contracted to suit the requirements of your organization.

Reaching new people and keeping in touch with current ones doesn’t have to break the bank, thanks to email marketing. It allows for highly targeted messages to be sent to certain groups of customers, yielding a high return on investment. Businesses can expand their customer base and strengthen relationships with current clients by implementing this form of digital advertising. Therefore, in the future, email marketing needs to be an essential aspect of any company’s digital strategy. In what ways could you benefit from this service? If you want to talk about this some further, please let me know.


Email marketing delivers a $38 return-on-investment for every $1 spent.1

1. Direct Marketing Association 2015.

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A step-by-step process for an email marketing funnel for making sales and growing your email list.

  1. Define your target audience: Understand the demographics, interests, and pain points of your ideal customer. This will help you create a personalized email funnel that resonates with them.
  2. Create a lead magnet: Offer something of value, such as a free guide or e-book, in exchange for the subscriber’s email address. This will help you build your email list.
  3. Create a welcome email: After a subscriber opts-in, send them a welcome email that confirms their subscription and gives them more information about your brand and what to expect from your emails.
  4. Build a relationship: Send a series of emails that educate and engage your subscribers. Share valuable content, such as tips and tricks, and ask for feedback.
  5. Make an offer: Once you have built a relationship with your subscribers, it’s time to make an offer. This could be a product or service that you offer or a special promotion or sale.
  6. Follow up: Send follow-up emails to those who did not convert on the initial offer. Offer a special deal or limited-time promotion to incentivize them to make a purchase.
  7. Segment your list: Segment your email list based on subscriber behavior and engagement. This will allow you to send targeted and relevant messages to different segments of your list.
  8. Optimize and test: Continuously test and optimize your email funnel to improve conversions. A/B test subject lines, call-to-action buttons, and email content to see what resonates with your subscribers.
  9. Track and analyze: Use email marketing software to track and analyze your email funnel’s performance, such as open rates, click-through rates, and conversions. Use this data to make informed decisions about how to improve your email funnel in the future.
  10. Keep your lists clean: Regularly prune your email list of inactive subscribers, bounced, and invalid email addresses, this will help you keep your open rate and engagement high

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